Peter Rahal’s New Protein Bar Startup Raises $10 Million
Ahead of its slated debut this fall, David, the new protein bar brand from RXBAR founder and former CEO Peter Rahal, has raised $10 million in seed funding to support new product development and hires in a round led by Rahal, with additional participation from Valor Siren Ventures, Peter Attia, M.D., and Andrew Huberman, Ph.D, neuroscientist and host of the popular wellness-focused “Huberman Lab” podcast.
A nod to the Michaelangelo masterpiece, David was first revealed back in March by Rahal and co-founder Zach Ranen – founder of online bakery startup RAIZE – as a line of “high-protein, low-calorie, blood-sugar-friendly foods” allowing “customers [to] be strong and not overfat.” With 28 grams of protein in each bar, the brand promises “the most protein per calorie of any currently available protein bar,” with 150 calories and no sugar, gluten, artificial sweeteners or flavors.
“My involvement with David stems from a shared commitment to science-driven nutrition that prioritizes muscle growth and effective fat management,” said Dr. Attia, who also serves as David’s Chief Science Officer, in a statement Tuesday. “Protein is essential for longevity, and our products are designed with that in mind. With Peter Rahal’s proven leadership and the strategic backing of our investors, I believe we are set to lead the industry in creating meaningful change.”
Rahal has remained busy in the years following the sale of RXBAR to Kellogg Company (now Kellanova) for $600 million in 2017. He continued to lead operations as CEO for 18 months after the transaction, prior to stepping into a founder’s role to focus on innovation and strategy. Around that time, he also launched Litani Ventures to invest in early-stage consumer products brands. His portfolio included Mush, Haven’s Kitchen, Banza, Three Wishes, Olipop and A Dozen Cousins, among others.
Additionally, according to his LinkedIn profile, Rahal is the co-founder and CEO of Linus Technology, which is described as a “food technology company built to help consumers achieve their protein consumption and weight management goals.”
David isn’t his only new CPG project, though. In late July, Rahal shared on LinkedIn that he is joining his RXBAR co-founder Jared Smith and Tom Melcher – most recently chief operating officer at MrBeast’s Feastables brand who earlier held operations and supply chain roles at RXBAR – to launch a confectionery company in Chicago, describing it as “an opportunity to disrupt the boring candy category full of faux health.”
