Executive Briefing
David Protein has our attention. Here’s the bigger plan.
Peter Rahal on building a house of brands, the new David Bronze, and winning in the bar category. Plus: What Americans actually mean when they say they want to eat ‘clean’.
By Dan Frommer on Friday, February 13, 2026 at 8:00 am
David Protein has become one of the fastest-growing food brands in America by pairing an innovative product that’s tuned to the moment — high-protein, zero-sugar, relatively low-calorie bars — with provocative marketing.
Walking around New York a couple of weeks ago, it was hard to miss David’s new billboard campaign, featuring a lounging Julia Fox: “Men disappoint. David satisfies.”
Now the bigger picture is taking shape. After passing $100 million in sales last year — David’s first full year in the market — co-founder and CEO Peter Rahal is expanding the aperture.
The company plans to add more products and brands to the portfolio as soon as this year, under an umbrella brand called Medici, he told me during a recent visit to David’s headquarters in Manhattan.
Like David, these new brands will feature healthier-leaning, protein-forward products built around EPG, the controversial alternative-fat technology that it acquired last year by merging with its supplier, Epogee.
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