David protein bars secure $10M backing, led by CPG veterans emphasizing nutrition over diet trends

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David protein bars secure M backing, led by CPG veterans emphasizing nutrition over diet trends

The $10 million seed funding round was led by Rahal and Valor Siren Ventures, in addition to Peter Attia, a Stanford, Johns Hopkins and National Institute of Health-trained physician, and Andrew Huberman, a neuroscientist and Stanford University School of Medicine professor of neurobiology and ophthalmology.

The capital will go towards operations, R&D, new employees and expansion into retail. The brand will launch direct-to-consumer on Sept. 16 on the David website, Rahal said.

David bars contain 28 grams of protein, 150 calories and zero grams of sugar, with more information on ingredients announced upon the launch, according to Rahal.

The brand’s identity draws inspiration from Michaelangelo’s sculptural masterpiece, David, which represents the “rigor and intelligence and discipline” it takes to create a timeless product, Rahal said.

Rahal: David’s funding size is ‘not normal,’ but investors are looking for ‘evidence of success’

David, co-founded by Rahal (who co-founded RXBAR, acquired by Kellogg’s for $600 million in 2017) and Zach Ranen (a former investor and founder of the better-for-you cookie brand RAIZE), identified protein-forward products as a promising macronutrient category. This decision was driven by the growing consumer demand for functional snacks.

While numbers can vary, the US protein market size is poised for growth from $6.1 billion in 2024 to $7.4 billion in 2029 at a compound annual growth rate of 3.96%, according to a Mordor Intelligence report​. Food and beverages make up the largest (51.9%) share of protein use with the rise of vegan and flexitarian consumers seeking protein offerings.

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