David Protein
David's flavored protein bars, launched in September 2024, generated $131 million in sales in their first year, driven by a low-calorie formula using the plant-based fat substitute EPG. The brand has faced controversy including antitrust and false labeling lawsuits, both of which were dismissed, as well as the resignation of its chief science officer, Peter Attia, due to his ties to Jeffrey Epstein. Despite these issues, the company plans to expand its product line with an ice cream launch in May.
Opening excerpt (first ~120 words) tap to expand
David’s flavored protein bars, launched in September 2024, are driving America’s protein kick to the tune of $131 million in sales in its first year. The company says each bar contains 28 grams of protein and just 150 calories thanks to EPG, a plant-based fat substitute that passes through the gut largely undigested, resulting in fewer calories absorbed. Controversy has stalked the brand since its launch, however. After David acquired Epogee, EPG’s sole producer, in May 2025, three other Epogee customers filed an antitrust lawsuit, which was dismissed in February; in January, a class action lawsuit was filed in New York, asserting the bars contain more calories than the label indicates (the company denies the claims, adding that the lawsuit does not account for EPG’s unique properties,…
Excerpt limited to ~120 words for fair-use compliance. The full article is at TIME — Top.
Discussion
0 commentsMore from TIME — Top
