Category: Consumer packaged goods

As the maker of Splenda®, the number one sweetener brand recommended by doctors and dietitians, Heartland food products are primarily focused on helping people reduce their sugar intake. The company operates as a global leader in the consumer packaged goods (CPG) industry, producing a wide range of branded and private-label items.

Founded by RXBar veteran Peter Rahal, David Protein made a splash by securing an initial $10 million in seed funding before its public launch in September 2024, signaling a major move in the health and wellness market. The bar itself boasts an impressive 28 grams of protein with just 150 calories and zero sugar, a macronutrient profile deliberately engineered to challenge the industry standard. This disruptive approach, combining radical product innovation with a potent marketing playbook, reveals a strategic mastermind at work aiming to create the 'final protein bar'.