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David was created to redefine the protein bar around protein density. Its name references Michelangelo’s David as a symbol of precision, discipline, and ideal form.
Peter Rahal co-founded RXBAR in 2013, grew it into a national brand, and later returned to the protein category.
He saw a category optimizing for many benefits while losing focus on protein, calories, and added sugar.
The product thesis centered on sufficient protein, fewer excess calories, and minimal added sugar.
That first-principles approach became David Gold: 28g protein, 150 calories, and 0g sugar.
Applied lessons from building RXBAR to a new nutrition thesis
Developed David with experts in nutrition and longevity
Expanded from Gold bars into Bronze bars, frozen desserts, and cod