Peter Rahal, the entrepreneurial force behind the wildly prosperous RxBar, is back with a new protein-packed venture: David.
Launched in September, David is billed as “the final protein bar,” a bold claim backed by Rahal’s extensive experience in the nutrition bar industry. After selling RxBar to Kellogg’s for a staggering $600 million in 2017, Rahal is leveraging his expertise and financial success to create a bar that he believes surpasses all others.
“I’ve been in the nutrition bar space for 20 years, through all the changes—from atkins to keto to paleo to fasting to carnivore to whatever,” Rahal explains. “But there are two consistent things that have driven the category: The desire for muscle gain and fat loss. So, the question was, how do we design a product that delivers those two things?”
David, named after Michelangelo’s iconic sculpture, boasts an impressive 28 grams of protein per bar, while keeping the calorie count to a mere 150. This protein density,coupled with its compact size,makes it an appealing option for health-conscious consumers seeking a convenient and effective way to fuel their workouts or manage their weight.
Rahal’s commitment to David is evident in his significant personal investment. He led the company’s $10 million seed round,contributing $6 million of his own funds. This financial backing, combined with endorsements from prominent figures in the health and wellness space like Dr. peter Attia and Dr.Andrew Huberman, both minority investors, lends credibility to David’s ambitious claims.
Currently available exclusively through direct-to-consumer sales at $3.25 per bar, David comes in four flavors. With its focus on high protein content, low calories, and endorsements from respected health experts, David is poised to make a significant impact on the competitive protein bar market.
“I think RxBar had a great story and a great team,” rahal reflects, ”but this time around we are going to avoid some mistakes.”
Only time will tell if David will live up to its ambitious name and become the definitive protein bar, but Rahal’s track record and unwavering dedication suggest that this new venture is one to watch.
Peter Rahal, the co-founder of the wildly successful protein bar brand rxbar, is back in the game with a new venture: David.
This time, Rahal, now 27, is partnering with renowned longevity expert Dr. Peter Attia, who serves as the company’s Chief Science Officer.David’s current formula features a blend of milk protein isolate, collagen, and whey protein, bound together with allulose and polydextrose. This marks a significant departure from RxBar’s simple ingredient list, which famously boasted recognizable components like egg whites, dates, and almonds.
“I think RxBar had a great story and a great team, but I think this time around we are going to avoid some mistakes,” Rahal says. “I didn’t know what I was doing back than—not that I know what I’m doing now—but I certainly know what not to do.”
Rahal’s journey with RxBar began in 2013, when he and his childhood freind, Jared Smith, launched the brand from his parents’ kitchen. Coming from a family deeply rooted in the food industry,Rahal had always been passionate about quality ingredients and healthy eating. As an avid consumer of protein bars, he recognized a gap in the market for a product made exclusively from “clean” or whole foods.
With a modest $10,000 personal investment, Rahal and Smith bootstrapped their company, initially selling directly to consumers at CrossFit gyms. in its first year,RxBar turned a profit,generating $2 million in gross revenue,and by the following year,that figure had climbed to $6.5 million.
Aleksandr Karnyukhin for Forbes
A pivotal rebranding in 2015 propelled RxBar to new heights. Rahal and Smith prominently displayed the product’s concise ingredient list on the packaging, culminating with the now-iconic tagline, “no B.S.” By year four, the company was raking in $161 million in revenue, attracting the attention of Kellogg’s, which ultimately acquired rxbar for a staggering $600 million.
The sale of RxBar coincided with a wave of acquisitions in the health bar market. Simply Good foods acquired Quest, a protein-based snack company, for $1 billion in 2019, and Mars acquired the maker of Kind bars for $5 billion in 2020.
While rahal joined the ranks of young founders who sold their nutrition bar businesses to large corporations, he maintains that his initial intention was never to sell RxBar. He and Smith ultimately decided to accept the offer to scale the company and secure financial freedom. After the sale, Smith departed the company after a few months, while Rahal remained until May 2018. During his tenure, RxBar expanded into a larger Chicago facility and more than doubled its staff to 200 (although it later laid off 40).
Leaving RxBar proved to be a challenging transition for Rahal. “Leaving RxBar was hard as it was my whole life,” he admits. ”When I left the company, I lost my association.”
He later turned his attention to investing in other food-related companies, starting with the prebiotic soda brand Olipop, founded in 2018 and now valued at $200 million.Rahal estimates he has invested roughly $50 million in approximately 100 diffrent businesses, including ready-to-eat oats brand Mush and the better-for-you popcorn brand…
Serial entrepreneur and investor, Nick Rahal, is betting big on the future of high-protein snacks with his latest venture, David.
Rahal, known for his successful investment in the protein bar company RxBar, is applying his experience and keen eye for market trends to this new endeavor. he seeks out innovative products with a unique selling proposition, coupled with founders who possess unwavering dedication. “I look for founders who would ‘be willing to die before their company fails’,” Rahal explains.
David, a premium protein bar, embodies this beliefs. Rahal relocated to New York in 2023 to build the brand from the ground up alongside his co-founder, Ranen. “it was just me and my cofounder with computers,” Rahal recalls.
However, creating a product like David comes with its challenges. The use of premium ingredients like collagen and allulose, a natural sweetener, drives up production costs.At $3.25 per bar, david is priced higher than competitors like Quest and Barbells, which retail for $2.79 and $2.40 respectively.
Developing a unique nutritional profile also requires significant time, financial resources, and expertise. Many new brands prioritize speed-to-market, often outsourcing product development to expedite the process, according to Maya French, a Forbes 30 Under 30 alumna and co-founder of plant-based protein drink Koia.
“These founders frequently enough don’t have a lot of funding to actually do the research, or the correct scientific partners to create what they want,” French says. “And it takes years, like any other science experiment.”
Rahal’s access to capital and a network of nutrition experts has given David a competitive edge. In its first six weeks on the market, David sold over one million bars, generating at least $3.3 million in sales. Rahal believes the demand for high-protein snacks is more than a passing trend.
“Protein is not just for bodybuilders, it’s essential for everyone,” Rahal says of David, “and the market is only going to help push that narrative forward.”
The snack bar industry is experiencing significant growth. Jim Salera, an analyst at Stephens specializing in packaged foods, estimates the domestic market is currently worth around $10 billion in retail sales, a $2 billion increase from 2019. Though, the lines are blurring as more companies incorporate protein into existing products. Even confectionery giants like Mars and General Mills have jumped on the bandwagon, adding protein to Snickers bars and popular cereal brands like Cinnamon Toast Crunch and Golden Grahams.
Despite the competition, Rahal remains confident in David’s potential. He believes the brand’s commitment to quality ingredients, unique nutritional profile, and unwavering dedication will resonate with consumers seeking a healthier and more satisfying snacking experience.
David’s, a snack brand known for its decadent, marble-like chocolate, is betting big on protein. While the company never initially positioned itself as a protein-focused snack, it recognized the growing trend and launched its first protein-rich bar line in 2018.
This strategic move coincides with the surge in popularity of GLP-1 drugs like Ozempic and Wegovy, which are prescribed for weight management. Over 15 million Americans are currently taking these medications, according to research by the San Francisco-based nonprofit healthcare foundation KFF. Maintaining muscle mass while losing fat is crucial for those using Ozempic, making adequate protein intake essential.
“Consumers using GLP-1 drugs present the greatest opportunity for growth,” says David’s CEO, Rahal. He envisions a future where insurance companies may require patients on these medications to consult with dieticians or follow specific nutritional plans, possibly including protein supplements.
“It’s possible that down the road, if you get prescribed this drug, your insurance might require you to see a dietician or be on a nutritional plan,” he continues. “That will there’s no doubt whatsoever include some sort of protein supplement or one of these products that add protein into your diet.”
Rahal believes this trend bodes well for David’s protein-focused strategy. “Protein is not just for bodybuilders, it’s essential for everyone—and the market is only going to help push that narrative forward,” he says. “There are waves you want to surf, and weight-loss drugs are a huge wave, which means that we’re not spending energy educating anyone—the market is.”
By mid-2025, Rahal aims to expand David’s into retail locations. While the company is still in its early stages, he refrains from making concrete projections. Currently, David’s instagram page features a pinned video advertisement showcasing a woman playing the violin in an empty auditorium, interspersed with shots of David’s shiny gold wrapper and text including “nature made marble, humans made David.”
“It’s supposed to be art,” rahal acknowledges, referring to the ad. “When you look at the meaning in the sculpture of David,it’s the idea of sculpting something perfect. And when you see a brand, you want it to stand for something and inspire you like good art. I think there’s no better symbol of that than David.”
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Forbes magazine has unveiled its highly anticipated 30 Under 30 lists for 2025, shining a spotlight on the next generation of innovators and trailblazers across various industries. This year’s honorees represent a diverse range of fields, from art and design to food and drink, showcasing the remarkable talent and ingenuity of young individuals shaping the future.
In the realm of art and design, Forbes highlights a group of visionary creatives pushing boundaries and redefining aesthetics. “These young artists and designers are not just creating beautiful things; they are using their work to spark conversations, challenge norms, and inspire change,” says Simone Melvin, who curated the list. “They are the future of creativity, and we are excited to see what they accomplish.”
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The Forbes 30 Under 30 lists serve as a testament to the power of innovation, creativity, and entrepreneurial spirit. These young individuals are not only making their mark on their respective industries but also inspiring a new generation of changemakers.
To learn more about the honorees and their inspiring stories, visit the Forbes website.
this text provides an engaging profile of Nick Rahal, his entrepreneurial journey with RxBar, and his new venture, David, a protein bar company.
here are some key takeaways and points of interest:
* **Serial Entrepreneur:** Rahal’s success with RxBar, selling it for a meaningful sum, showcases his aptitude for identifying market trends and building accomplished food brands.
* **David’s Focus:** David bar distinguishes itself through:
* **Premium Ingredients**:
David prioritizes quality ingredients like collagen and allulose, a natural sweetener, impacting cost but reflecting a commitment to health and taste.
* **Nutritional Uniqueness:** The dedication to a specific nutritional profile sets it apart from competitors, but requires more time, resources, and expertise to develop.
* **Founder Passion:** Rahal’s conviction in his product and his focus on working with dedicated founders akin to his own ethos are prominent aspects of the brand.
* **Market Trends:**
* **Protein Snack Surge:** The text highlights the increasing demand for protein-rich snacks, driven by consumers’ focus on fitness, dietary trends, and the rise of GLP-1 drugs for weight management.
* **Competition and Chance:**
While numerous companies are jumping into the protein snack market, Rahal believes in David’s potential, citing
David’s commitment to quality, unique nutrition, and consumer demand as advantages.
* **The Role of GLP-1 Drugs:**
* **New Consumer Base:**
The text positions GLP-1 drugs like Ozempic as a significant growth opportunity for protein-focused snacks due to the medications’ focus on weight loss and the need to maintain muscle mass.
* **Insurance Influence:**
Rahal speculates that insurance companies may incorporate dietary plans, potentially including protein supplements, for patients using these drugs, further driving demand.
* **Marketing and Branding:** The text mentions David’s unique marketing approach, using artistic visuals and symbolism to emphasize the brand’s dedication to crafting a “perfect” snack.
**this article paints a picture of Nick rahal as a savvy entrepreneur leveraging his experience to carve out a niche in the booming protein snack market. The success will hinge on David’s ability to attract consumers through its unique value proposition and capitalize on the growing demand driven by both fitness trends and the rise of GLP-1 drugs.**
