David: The Protein Bar For The Ozempic Generation | Forbes Life Plexus Banned On Amazon

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Post Time: 2025-08-22

Sitting at a table at Balthazar in downtown Manhattan, Peter Rahal spears a piece of smoked salmon on his plate and ignores the nearby toast. The 38-year-old cofounder of nutrition bar brand RxBar thinks about protein constantly—and not just for his own health. Rahal has been dreaming of creating a new bar the day he and his cofounder, Jared Smith, sold RxBar to Kellogg’s for $600 million in 2017. Rahal made that dream a reality in September when he launched David—or, so he calls it, “the final protein bar.” Having made a (pretax) $300 million from his 50% share of the RxBar sale, Rahal led David’s $10 million seed round this year with an investment of $6 million. Named after Michelangelo’s 16th century masterpiece, David claims to be the most protein-dense bar in existence and is backed by high-profile physicians and health podcasters Peter Attia (who is also a minority investor) and Andrew Huberman. With 28 grams of protein and just 150 calories, the compact snack currently comes in four flavors and sells exclusively direct-to-consumer for $3.25 per bar. “I've been in the nutrition bar space for 20 years, through all the changes—from Atkins to keto to paleo to fasting to carnivore to whatever,” Rahal says, still ignoring his toast. “But there are two consistent things that have driven the category: The desire for muscle gain and fat loss. So, the question was, how do we design a product that delivers those two things?” Peter Rahal’s new David bar was designed for the Ozempic generation. A portrait of a hungry entrepreneur. Read the full story on Forbes: Subscribe to Forbes Life: Stay Connected Forbes on Facebook: Forbes Video on Twitter: Forbes Video on Instagram: More From Forbes: Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success. Peter Rahal, the co-founder of RXBAR, returns with David, a revolutionary protein bar whose namesake is Michelangelo's iconic sculpture. Combining 28 grams of protein, zero grams of sugar, and only 150 calories, David sets a new benchmark in the protein bar industry. Backed by high-profile physicians and cutting-edge nutritional science, David aims to deliver maximum protein with minimal ingredients.

David: The Protein Bar For The Ozempic Generation | Forbes Life For Country: United States. City: Athens, Charlotte, Denton, El Monte, Vancouver

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