No. 40 · published Aug 18, 2026
David
David sells protein bars engineered around one ratio: 28 grams of protein in 150 calories, aimed at people who count macros. Founded by Peter Rahal after he sold RXBAR to Kellogg for $600 million, it now sells tinned cod with the straight face of a phone launch.
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Notes
The homepage opens on a black seamless studio shot — a bare torso, a gold foil wrapper — with the headline set in a light serif at fashion-editorial scale rather than the neon sans of the supplement aisle. That backdrop carries through the product photography: a bar dropped into cookie crumbs, a pint caught mid-pour, a can suspended in gold mesh, each lit like still life. The one break in the mood is a plain bar chart putting calorie-free protein against named rival bars, which lands harder for being the only unstyled thing on the page. An oversized serif wordmark closes it out.
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