David protein bars have rocketed from startup to a household name in under two years — a ride founder Peter Rahal characterizes as anything but smooth. In an interview on the Rapid Response podcast, he argues that controversy, both real and manufactured, can become a net positive for a brand.
Rahal’s company has weathered lawsuits, a link to Jeffrey Epstein, and intense social media backlash — the kind of fire most startups would extinguish quickly. Instead, he says, those conflicts have fueled attention and solidified the brand’s reputation as a disruptor. The strategy runs counter to conventional PR wisdom, which counsels brands to steer clear of scandal.
The product itself is engineered to stand out: 28 grams of protein, 150 calories, and zero sugar — a combination that a special ingredient called EPG makes possible. EPG is a fat the human body struggles to absorb, according to the interview, enabling the bar’s improbable nutritional profile. That technical edge has helped David carve out a niche in a crowded bar market dominated by legacy players like Quest and RXBAR.
Yet building a brand on provocation carries real risk. Pushing boundaries can alienate retailers and investors who prize stability, and a single misstep could trigger a consumer boycott that no amount of viral attention can undo. The line between bold and reckless is thin — and Rahal is walking it in full view of the public.
Rahal’s background gives him unusual credibility for this approach: he previously co-founded RXBAR, which sold to Kellogg for $600 million. That exit gave him the capital and cachet to double down on controversy rather than run from it. Whether his bet pays off again will depend on whether consumers continue to equate audacity with authenticity.