Who Founded the David Protein Bar?
The David Protein bar was co-founded by Peter Rahal and Zach Ranen. Rahal is a veteran of the protein bar industry, having previously co-founded and successfully sold RXBar to Kellogg's for a reported $600 million in 2017. After his non-compete agreement concluded in 2022, he partnered with Zach Ranen, an innovator with a background in creating low-carb, sugar-free products. Their shared vision was not to simply create another protein bar, but to fundamentally redefine the category by focusing on what they believed were timeless nutritional principles: maximizing high-quality protein while minimizing calories and sugar.
The David Protein Bar's Guiding Philosophy
The brand's philosophy is encapsulated in its name and marketing. The name "David" is a direct reference to Michelangelo's famous statue, which the company uses to symbolize the values of discipline, intelligence, and a quest for perfection. This intellectual, science-backed approach sets it apart from competitors who often lean into more indulgent, flavor-focused branding. Instead of bright, flavor-coded packaging, David bars feature a minimalist design and a distinctive gold wrapper, signaling a premium, aspirational product. This strategy was deliberate, aimed at positioning the bar as a tool for "human optimization," a term gaining traction among biohacking and wellness communities.
A New Ingredient for a New Bar: EPG
A key part of the story and a significant innovation in the David Protein bar is its use of a unique ingredient called Esterified Propoxylated Glycerol, or EPG. EPG is a modified plant fat that passes through the digestive system mostly undigested, reducing the caloric impact of the bar's fat content by 92% compared to traditional fats. Zach Ranen discovered EPG in another low-calorie product and recognized its potential to help David achieve an exceptionally high protein-to-calorie ratio—up to 75% of its calories from protein, far exceeding the 40-50% found in many market-leading bars. The company's commitment to controlling its formula led to a strategic move in May 2025: David acquired Epogee, the manufacturer of EPG, to secure its supply and fuel further growth and innovation.
The Controversial Acquisition of Epogee
- Securing the Supply Chain: The acquisition gave David complete control over the supply of its key ingredient, EPG, ensuring it could meet skyrocketing demand.
- Aggressive Market Strategy: In the short term, David stopped supplying EPG to some of Epogee's other customers, a move that prompted a lawsuit alleging antitrust violations.
- Industry Disruption: This bold action sent a clear message to competitors that David was serious about dominating the high-protein segment and was willing to take aggressive steps to protect its competitive advantage.
David Protein vs. The Competition
The David Protein bar entered a crowded market but carved out a unique position. The table below compares David with a notable competitor, RXBar, which was founded by Peter Rahal as well, highlighting the evolution of Rahal's product philosophy.
| Feature | David Protein Bar | RXBar |
|---|---|---|
| Protein Content | 28 grams per bar | Around 12 grams per bar |
| Calorie Count | 150 calories per bar | Varies, typically higher, around 200+ calories |
| Sugar Content | Zero grams of added sugar | Minimal added sugar, but contains natural sugars from dates |
| Key Differentiator | Exceptional protein-to-calorie ratio using EPG fat alternative | Whole-food, simple ingredient list (dates, nuts, egg whites) |
| Branding | Aspirational, science-backed, minimalist packaging | Transparent, no-BS messaging with prominent ingredient list |
| Target Audience | Biohackers, fitness enthusiasts, and those focused on macro-efficiency | Broader market, including those seeking whole, natural ingredients |
Conclusion: More Than a Viral Moment
While social media platforms like TikTok initially fueled David's viral growth through influencer marketing, the brand's long-term strategy extends far beyond a momentary trend. The founding story demonstrates a clear, strategic vision from a proven industry veteran, centered on nutritional science and a premium brand identity. The focus on a high protein-to-calorie ratio, enabled by cutting-edge ingredients like EPG, positions David to appeal to the growing number of health-conscious consumers and biohackers. The acquisition of Epogee further secures its future, suggesting that Peter Rahal and Zach Ranen are building a lasting nutrition platform, not just a single product. The David Protein bar represents the next evolution of the protein bar, a strategic move to capture the future of the wellness and functional food market.
For more insight into Peter Rahal's strategic thinking, his interview on the 20VC podcast provides a deep dive into the business decisions behind David Protein.
