#09: CPG’s Latest Obsession: Protein
And its name is David
Has anyone else noticed that nearly every snack now has a super-high-protein version?
*Crickets*
Okay, maybe it’s only me.
Part of the broader “better for you” CPG trend, the high-protein option wave has swept across the nation over the past few years. From bars to shakes to candy, both established brands and startups are packing protein into everything they make.
Perhaps your favorite brand is one of these high-protein options. You have Mid-Day Squares that came out with a healthy-ish chocolate bar, boasting 6g of protein. Then there’s Chomps, which markets a super-clean, high-protein alternative to Slim Jims (smell you later, cheesy commercials). And even a few months ago, Koia (incumbent) introduced “Koia Elite”, packed with 32g of protein (regular Koia smoothie is 18g of protein).
I have no idea how protein snuck its way to the center of every food brand’s product launch strategy. Or is it the other way around and it’s worth asking, “why is America suddenly obsessed with eating so much protein?”. That may be the topic of another blog. Or many blogs. However, today we’re diving into what may be the flashiest high-protein option to hit the market: David.
From the makers of RX bar, David claims to be “the most effective portable protein on the planet”. It’s got a nutritional stat line that will have you double take: 150 calories, 28g of protein, and 0g of sugar.
Check out the website. David’s aesthetic is aspirational: its ethos, scientific and efficient.
I’m foreshadowing here, but the David brand appears to be targeted towards listeners of either Dr. Andrew Huberman or Dr. Peter Attia’s podcast.
Well, guess what? Dr. Peter Attia is David’s chief science officer. A celebrity x brand partnership that makes a lot of sense (if you’re not familiar with his work, I recommend checking out Outlive).
The David protein bar is essentially a science experiment in creating the most calorie-efficient (and portable) protein vehicle. It’s rumored that David protein bars would not be considered for sale at Whole Foods as they contain a few inputs that show up on the Whole Foods banned ingredient list (allulose, sucralose, and acesulfame potassium). The goal appears to have been, jam the maximum amount of protein into a four inch bar, but make sure it doesn’t have too many calories. Scientifically possible, but with the help of ingredients that an authority in whole foods (hence the name) won’t go near.
Let’s pause for a second.
I think it’s important to recognize that just because something is high in protein doesn’t mean it’s super healthy for you. I’m not saying that it can’t be, but please do the research for yourself and don’t be too heavily influenced by a celebrity partnership.
Furthermore, it’s fascinating to see the connection between “high protein” and “aspirational”. Is David leading the charge in making protein trendy? Should protein be trendy?
Protein is an essential macronutrient. But does it need to be in the form of the most efficient, portable manner? Could it be consumed through eating whole food instead? Am I a cooler, healthier person because I eat David protein bars?
Brands aligning with ingredient trends is a decades old practice. This is a common playbook run by the skincare industry, where some new ingredient makes its way into a serum and then that specific serum is the season’s hottest item. It’s as if an epiphany occurs where one can’t have healthy, hydrated skin without this new cream.
Same thing is happening for protein.
My advice: with the “better for you” trend, read the ingredients of what you’re about to eat. Make sure it’s actually… better for you.
Contrary to the above monologue, I decided to give David a try and… I did like the bars.
Being a student of the game, I ordered some David protein bars from TikTok Shop (they had a 'Buy 2, Get 1 Free' deal) to see what the hype was about.
I thought they were tasty, and didn’t have the chalky consistency that usually accompanies protein bars. I liked them, but they didn’t blow me away. I didn’t get a processed taste either, which I was kind of expecting. Overall, pretty good.
