David

David is a protein-first food brand built on a simple premise: most bars and shakes bury real nutrition under sugar and filler, so David strips the category down to what actually matters. The flagship Gold bar packs 28g of protein into 150 calories with 0g of sugar, a ratio that puts roughly 75% of its calories directly toward protein.

The brand comes from Peter Rahal, who built RXBAR from his parents' basement into a household name before selling it. After years studying the science of nutrition and body composition, he landed on three first principles: eat enough protein, avoid excess calories, and minimize added sugar. Nobody had built a bar around all three at once, so he did. The name itself is a nod to Michelangelo's David, precision and discipline rendered as a protein bar.

That efficiency obsession is the whole pitch. David isn't chasing indulgence or flavor gimmicks first, it's optimizing the protein-to-calorie math and building taste on top of that foundation. The brand leans on nutrition science credibility, with researcher David B. Allison contributing to the formulation philosophy and Andrew Huberman on board as a partner, which signals who David is actually talking to: people who already think in terms of macros and don't want to trade taste for a bar that reads like candy.

David has pushed past bars into protein milkshakes, applying the same low-calorie, high-protein, zero-sugar framework to a format built for people who want their protein hit in liquid form instead of chewing through it. It's a natural extension for a brand whose entire identity is "protein efficiency," not just "bar company."

David is for the high-protein, low-sugar crowd already reading labels and counting grams, not casual snackers. In a beverage and bar category crowded with indulgence marketing, David's stripped-down macro math is the differentiator.