Who is Peter Rahal? Founder of RXBar and David Protein Bar

The Early Days: Building RXBAR

Peter Rahal is a visionary entrepreneur best known for co-founding RXBAR, one of the most successful protein bar brands in recent years. The story of RXBAR began in 2013 when Rahal and his co-founder, Jared Smith, started making protein bars in Rahal’s parents' kitchen in Chicago.

Their goal was to create a clean-label protein bar—one made with simple, whole ingredients that consumers could trust. The result was RXBAR, a minimalist brand that proudly listed its key ingredients (like egg whites, nuts, and dates) on the front of the packaging.

Instead of raising outside capital, Rahal and Smith grew the business through direct-to-consumer sales and grassroots marketing. They targeted CrossFit gyms, fitness enthusiasts, and health-conscious consumers, leveraging social media and word-of-mouth to build momentum.

The $600 Million Exit

RXBAR’s growth was nothing short of explosive. By 2017, the company had reached $130 million in annual revenue, drawing interest from major food corporations. That same year, Kellogg’s acquired RXBAR for $600 million, allowing Rahal to cash out while continuing to work on the brand post-acquisition.

However, as with many entrepreneurs who sell their startups to large corporations, Rahal eventually stepped away from the brand to pursue new ventures.

David Protein: The Next Generation of Protein Bars

After RXBAR, Rahal didn’t stop innovating. He co-founded David Protein, a high-protein, low-calorie bar brand designed for the modern consumer.

David Protein is marketed as a protein bar for people using GLP-1 weight-loss medications like Ozempic and Wegovy. These medications reduce appetite, so the bars are positioned as a way to help users maintain muscle mass while consuming fewer calories.

What Makes David Bars Different?

28g of protein per bar
Only 150 calories
Zero sugar (sweetened with stevia and monk fruit)
Protein from whey isolate, collagen, and egg whites

David Bars have gained attention for their lean macros, making them a favorite among fitness-conscious consumers and those looking for high-protein, low-calorie snacks.

Although the exact manufacturing details remain undisclosed, many startups like David Protein work with third-party manufacturers (co-packers) to scale production efficiently.

RAIZE: Another Rahal Venture

Before David Protein, Rahal was involved in RAIZE, a company focused on better-for-you consumer packaged goods (CPG). RAIZE was launched as a venture studio designed to build and scale new food and beverage brands.

RAIZE focused on the idea of clean-label innovation, much like RXBAR, but expanded into multiple product categories beyond protein bars. The company helped incubate functional food brands that appealed to modern health-conscious consumers.

The Common Theme in Rahal’s Brands

Whether it’s RXBAR, David Protein, or RAIZE, Peter Rahal follows a clear, repeatable playbook:✔ Simplicity – Focusing on clean, transparent ingredients✔ Health-first products – Targeting fitness, wellness, and weight-conscious consumers✔ Strong branding – Using minimalist, eye-catching packaging✔ Strategic distribution – Scaling through DTC, Amazon, and major retailers

His brands always emphasize high-protein, functional nutrition, making them attractive to athletes, dieters, and everyday consumers looking for better snack options.

What’s Next for Peter Rahal?

Peter Rahal has cemented his reputation as a game-changer in the food and beverage industry. With RXBAR's massive exit behind him, his focus on David Protein and future health-food innovations suggests he’s not done disrupting the industry.

David Protein could be the next big thing in high-protein snacks, and if history repeats itself, Rahal might just have another billion-dollar brand in the making.

Final Thoughts

From bootstrapping RXBAR in his parents' kitchen to selling it for $600 million, Peter Rahal has built a reputation as one of the most influential entrepreneurs in health-focused consumer products.

With David Protein, he's once again proving that simplicity, innovation, and strong branding can redefine the market.

Will David Protein be the next RXBAR? Only time will tell, but Rahal’s track record suggests he’s onto something big once again.

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