Perfecting the Bar

image courtesy of David

Brands have been chasing perfection in the snack bar category for as long as it has existed. As with any product, there’s always something to improve, and on top of it all, trends change over time, demanding progress. Nutritional Outlook recently interviewed Peter Rahal, founder of the protein snacks brand RXBAR, about his latest venture, David, a brand of protein bars that is designed to help build muscle while also helping with weight management. It was a valuable opportunity to understand how the bar category has changed and grown from one of the category’s key innovators.

So, why did Rahal embark on developing another protein bar in an already saturated market? Well, according to Rahal, while the protein bar space is saturated, he does not find the category all that competitive. “That’s because I don’t think many great products are out there. That leaves room for a new product like David, which is very differentiated from a macronutrient perspective,” explains Rahal. “With expert input from chief science officer Dr. Peter Attia, David delivers the highest protein per calorie of any bar on the market—approximately 50% more than our nearest competitor—without sugar or artificial sweeteners. This innovation sets David apart in a market that has largely been stagnant.”

David bars are made up of a blend of proteins that include milk protein isolate, collagen, whey protein concentrate, and egg white, each of which contribute something to the product. For example, the milk protein isolate and egg whites provide a complete amino acid profile, while also supporting muscle growth and recovery (David bars have a Protein Digestibility-Corrected Amino Acid Score of 1.0). The collagen assists in the bar’s texture while supporting hair, skin, nail and joint health. The whey protein concentrate provides a fast-digesting protein that help with post-workout recovery. All this is quite the departure from RXBAR which obtains its protein content from egg whites and nuts. According to Rahal, the market is moving in a different direction.

“RXBAR aligned with a nutrition trend of the time – paleo and a focus on natural ingredients,” he explains. “Over time, I realized that ‘natural’ actually didn’t mean ‘healthy,’ and I think the market did too, which is why paleo is not nearly as popular as it used to be. That’s why I’m excited about David. The product philosophy is rooted in the truths of nutrition. High protein with low calories is not a trend; it’s a proven way to increase muscle and decrease fat.”

The goal of building muscle and decreasing fat not only taps into what consumers want, but also leverages an unsung benefit of protein, says Rahal. “Many don’t realize that protein is also a massive lever for fat loss. It promotes satiety, making people feel fuller for longer. This leads to eating fewer calories and losing fat, all while maintaining muscle better than in a low-protein diet,” he explains. “Additionally, protein is crucial for beauty-related bodily functions like forming healthy skin, hair, and nail cells. By offering a high protein content without excess calories, consumers can best meet their nutritional and aesthetic goals, all while enjoying a food they actually want to eat.”

At the end of the day, says Rahal, success in the bar category “depends on offering high nutritional value and excellent taste/texture.”