In today’s diet-obsessed culture, where “more protein!” has become the ultimate seal of wellness approval, one brand is grabbing consumers’ attention. David Protein has capitalized on our fascination with lean gains and macro tracking, turning it into a narrative spectacle. From metallic-wrapped hype to frozen-cod surprise drops, their story is a masterclass in narrative engineering.
The Protein Craze
American society is obsessed with protein. From breakfast cereals to frozen waffles and even sodas, labels scream “high protein,” “added protein,” or “protein‑packed.” The demand isn’t just hype. Cargill reports that consumers are eating more protein than ever before, with 61% increasing their protein intake in 2024, up from 48% in 2019. They also found that social media is the second most influential factor for consumers’ approach to eating, and 52% of consumers have tried a new food item after seeing it on social media. That’s no mistake, TikTok videos that include “high protein” garner millions of views and interactions.
@aussiefitness High Protein Loaded Breakfast Burritos 🌯 Healthy Meal Prep With 59g Protein 💪🏼 (Macros: Per Burrito – 10 Total) 541 Calories 22gC | 21gF | 59gP Ingredients: 1KG Diced Potatoes (Carisma Potatoes) 1 Tsp Olive Oil 1 Tsp Salt, 1 Tsp Italian Herbs Seasoning, 1 Tsp Onion Powder, 1 Tsp Garlic Powder, 1 Tsp Chilli Powder, 1.5 Tsp Smoked Paprika 1 Diced Onion 1.5KG Extra Lean Beef Mince 100ml Worcestershire Sauce Season Mince With Same Seasonings Used Above 80g Tomato Paste (Leggo’s Garlic & Herb Tomato Paste) 4 Diced Garlic Cloves 15 Eggs (optional – add 300g of egg whites for extra protein) 100g Blended Cottage Cheese (optional – helps the eggs stay fluffy & adds extra protein) 10 Large Tortillas (Simsons Pantry Large Low Carb Protein Wraps) 25g Sriracha Mayonnaise (per burrito – Flying Goose Sriracha Mayonnaise or mix 250g of light mayonnaise with 10g of sriracha & evenly distribute across 10 burritos) Don't forget to check out my digital cook books with over 200 easy & delicious recipes like these! 📖👨🏻🍳 Important Notes: To avoid the tortillas from breaking when you roll them simply heat them on a pan on low heat for 30 seconds on each side. Store the burritos in your freezer, when you’re ready to eat one first start by taking the burrito out the wrapper or foil, wrap it in a slightly damp paper towel & microwave for around 2 minutes (this step thaws the burrito to ensure it isn’t cold in the middle) then air fry at 190C or 375F for approximately 5 – 8 minutes. Times may vary slightly but this last step can also be done in an oven or pan. #burrito #breakfast #breakfastideas #highprotein #highproteinmeals #Fitness #fatloss #healthyrecipes #mealprep #foodie ♬ original sound – Aussie Fitness 🇦🇺💪🏼
This set the scene for David Protein Bars to make waves with one of the highest protein‑to‑calorie ratios in the category — 28g of protein for just 150 calories. Compare that to one of the other top contenders, Quest Nutrition, whose protein bars have only 20g of protein at 180 calories. For the protein-fixated gym rat, that difference is huge.
Why David’s Marketing Works
David’s team leveraged a mix of social media hype and exclusivity to go viral before they even launched. They offered tens of thousands of sample giveaway packs, which led to tons of user-generated content (UGC) about the bars all over social media. They also created a waitlist and employed a buy some get more free purchase strategy, creating a sense of both exclusivity and urgency that paid off in a big way. The launch was also powered by influencer endorsements from big names like Andrew Huberman and Peter Attia, who is Chief Science Officer at David. Reported by The New York Times, David had 40,000 customers on the waiting list at launch and accumulated more than $1 million in sales in its first week.
David’s minimalist, metallic packaging quickly became Instagram whisper‑famous, reinforcing their “perfected protein bar” messaging. Their transparent and blunt tone, highlighting macro counts and no added sugar, resonated with wellness‑driven audiences. Social media, especially TikTok and Instagram, became amplification engines, thanks to influencer gifting and UGC that drove authenticity and hype. The product exploded on TikTok shop, and the brand hosted livestreams to promote and sell the bars in real time. The brand is on track to earn $180 million in sales in 2025, largely thanks to its social media presence.
In a bold move, David recently introduced wild‑caught, flash‑frozen Pacific cod to its product line. Priced at $55 for a box of four fillets, the product delivers 23g of protein for just 100 calories. Promotional billboards for the product read, “Boiled cod. Slightly more protein per calorie than our bars,” and pictures quickly surfaced across the internet.
This move served both as a marketing twist, addressing critics of processed food, and as a genuine extension of their brand mission, creating “the most effective portable protein on this planet.” In an interview with WSJ, David co-founder and Chief Executive Peter Rahal said, “Selling cod allowed us to address and respond to the criticism in a clever way. It’s our tongue-in-cheek innovation that reinforces the same three principles that really matter in protein bars—convenience, price, and taste.”
Strategic or Sketchy?
David has been in hot water since May 2025 after acquiring Epogee, the sole producer of the revolutionary EPG fat substitute that allows the brand to achieve the extremely low protein-to-calorie ratio. Almost immediately, brands including Own Your Hunger, Lighten Up Foods, and Defiant Foods filed a federal antitrust lawsuit, according to Food Business News. The plaintiffs allege that David orchestrated a “secretive and collusive” takeover to monopolize EPG and cut competitors off from the ingredient they’d built their businesses around. Plaintiffs laid out alarming claims, including lost sales, halted product lines, and disrupted R&D that resulted from David allegedly stockpiling two years of EPG supply and denying others access.
David responded that Epogee reached out to them because the supplier could not keep up with the cost of production, and the acquisition was a strategic necessity. The brand emphasized that its business model required high-volume clients and that smaller, irregular buyers threatened viability. They added that plaintiffs did not have long-term contracts with Epogee.
It will be interesting to see the impact the lawsuit has on David’s momentum and reputation as it unfolds. The brand is already receiving backlash on social media, but it is unclear if sales have been affected.
Final Takeaways
What David Protein teaches us:
- Narrative-first launches: waitlists, teaser campaigns, and influencer strategies can turn new products into cultural events.
- Design & transparency: simple packaging paired with clear macros speaks volumes in a crowded market.
- Bold extensions: even cheeky pivots like “protein bars to frozen cod” can reinforce brand identity and spark conversation.
- Ethical nuance matters: amid rapid growth, businesses risk scrutiny unless they balance ambition with fair access and transparency.
Build a Brand That Moves Culture.
At Avenue Z, we specialize in helping brands craft stories that resonate and navigate the line between buzz and backlash. The David story shows how powerfully cultural trends like “protein obsession” can be harnessed and how equally vital it is to root marketing in integrity.
Are you ready to turn your brand into a cultural moment? Talk to our team today.
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