Peter Rahal, the visionary entrepreneur behind RXBar, is back with a bold new venture. After selling RXBar to Kellogg’s for a staggering $600 million, Rahal is now setting his sights on redefining the protein bar landscape. His latest creation, David, is not just another snack. It is a revolution inspired by the timeless artistry of Michelangelo.

Rahal believes the protein bar market is ripe for disruption. With David, the former CEO is aiming to set new standards for nutrition, taste, and innovation. The brand is already making waves, securing $10 million in funding led by Rahal himself, along with big-name backers like Valor Siren Ventures, Dr. Peter Attia, and wellness expert Andrew Huberman.

These snack bars are poised to debut in the coming weeks, boasting 28 grams of protein, zero sugar, and just 150 calories. You bet! It is a bold claim and Rahal says no competitor can match.

A Look Back at Peter Rahal’s and RXBar

Peter Rahal first made a name for himself in 2012 with the launch of RXBar. The product was a game-changer, featuring minimalist packaging that boldly listed its ingredients: “Three egg whites, six almonds, two dates, and no B.S.” Consumers loved the transparency, and the bars flew off shelves.

GTN / By 2017, Rahal’s RXBar had become so popular that Kellogg’s acquired it for $600 million.

Despite the success, RXBar faced challenges as diet trends evolved. The rise of keto, which shuns sugar and carbs, posed hurdles for the brand. Rahal exited RX in 2019, but the experience gave him valuable insights. Now free of a non-compete agreement, Rahal is applying what he learned to make David a force to be reckoned with in the competitive protein bar market.

The Protein Bar Market Is Booming & Rahal Saw It!

With a projected value of $7 billion by 2030, the protein bar industry is booming. Consumers are increasingly prioritizing high-protein snacks, driven by trends like fitness culture, weight management, and busy lifestyles. Peter Rahal sees this growth as validation for his bet on David.

Unlike in the early 2010s, when RXBar had few direct competitors, David still faces stiff competition. Brands like Kind, Quest, and Clif dominate grocery aisles, while newer entries flood the market with protein-packed alternatives. Yet, Rahal remains undeterred.

He believes David’s high-quality nutritional profile and innovative branding will carve out a loyal following.

David Is Peter Rahal’s New Startup Venture

The name “David” is not random. It is a nod to Michelangelo’s famous sculpture, symbolizing perfection and resilience. Rahal wants his new bars to embody those same ideals. David is entering a market vastly different from the one RXBar disrupted. Today, consumers have countless options, from Quest and Clif bars to high-protein waffles and cereals. But Rahal insists there is still a gap.

Forbes / What sets David apart is its meticulous focus on taste and texture. According to Rahal, the team spent months perfecting these elements.

Early flavors like blueberry pie, chocolate chip, and brownie aim to satisfy even the most discerning palates. By delivering a product that is as delicious as it is nutritious, Rahal hopes to win over a new generation of health-conscious snackers.

The Secret Sauce of David Protein Bar

Peter Rahal knows that taste is king. Even the most health-focused consumers won’t stick with a product that doesn’t satisfy their cravings. That is why David’s R&D team has prioritized flavor and texture above all else. The bars promise a smooth bite, rich flavors, and none of the chalky aftertaste that plagues many protein products.

In addition to taste, David’s nutritional stats are impressive. With 28 grams of protein and zero sugar, these bars pack a punch. They are also designed to fit seamlessly into modern lifestyles.

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Former RXBar CEO Peter Rahal is Betting Everything on New Protein Bar Startup, David