Cod fillets? That’s the latest curveball from protein bar newcomer David Protein
Industry disruptor David Protein just made a play nobody saw coming. The nascent protein bar brand left fans bemused when it unveiled its latest muscle-building offering — Wild Caught Pacific Cod.
“Our commitment to protein has led us to a strange place,” an announcement read.
“Boiled cod. We’re selling it now.”
What seemed like a late April Fool’s Day prank designed to reel people in soon took a stranger turn when the fillets went live on David’s website.
Four frozen, 6 oz servings of cod priced at $55. The FAQs were no less confusing, with one section explaining how to safely dispose of dry ice.
The fillets are supposedly sourced from Kyle Lee — a social media-famous commercial fisherman — and arrive raw, ready to be boiled.
In a roundabout way, this drop does align with David Protein’s USP. The brand launched its protein bars with a keen focus on the protein-to-calorie ratio.
David says 75% of the calories in the snacks come from protein — about 50% more than industry rivals.
Boiled cod, however, ranks at 92% for that same metric. Each serving provides 23g of protein, 100 calories, and 0g of sugar.
Even now, we’ve got no idea whether this is a cunning marketing ploy or a genuine product line here to stay. Either way, it’s got people’s attention.
What Is David Protein?
David Protein is co-owned by Peter Rahal and Zach Ranen. Rahal was also the co-founder of RXBAR — a fellow protein snack brand sold to Kellogg’s for $600 million back in 2017.
Launched last September, David Protein is already valued at $725 million. The noisy newcomer just closed a Series A funding round that raised $75 million, predicting revenues of $140 million in year one.
This isn’t the first time David Protein has ruffled feathers. The brand was accused of “secretive and collusive conduct” in a lawsuit following its acquisition of EPG maker Epogee.
EPG is a patented modified plant fat used in some low-calorie foods. It can reportedly help lower calories from fat by 92% while still achieving the same mouthfeel.
Own Your Hunger, Lighten Up Foods, and Defiant Foods all sought legal help to prevent David Protein from “restricting, limiting or denying access” to the market.
The controversial operator has since said the decision to buy Epogee wasn’t driven by a desire for “disruption,” but rather a need for “securing supply chain integrity” of its own.
Following up by releasing cod fillets is as ironic as it gets. It’s protein mania gone full circle. Maybe we should’ve just been eating cod fillets all along?
Inside the David Protein Bar
The David Protein bar is based on five tenets — all centered around maximizing protein and nutrition while stripping away any unwanted extras.
David’s protein blend includes milk protein isolate, collagen, whey protein concentrate, and egg white — providing a complete amino acid profile and benefits that range from muscle building to beauty.
A unique binding system offers prebiotic gut health benefits, all while limiting caloric impact and blood sugar response, according to the brand.
Steps to reduce the fat content include the now-infamous EPG, along with a small amount of coconut oil, cocoa butter, and palm kernel oil in certain flavors.
The bars are available in a host of varieties, including Peanut Butter Chocolate Chunk, Chocolate Chip Cookie Dough, Fudge Brownie, and Blueberry Pie.
Cocoa powder, natural and artificial flavors, salt, sucralose, and acesulfame potassium are used for taste, while natural colorings like carmine and pea flower are added to certain flavors for visual pop.
David Protein bars offer 28g of protein, 150 calories, and 0g of sugar per serving. Or, why not try the cod?
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