New York, NY – David, a protein bar company co-founded by RXBAR creator Peter Rahal, has launched frozen wild-caught Pacific cod fillets as an unconventional marketing strategy to emphasize the high protein content of its snack bars. The move, announced in mid-July, aims to spark conversation and address consumer feedback regarding processed foods.
The company is selling four-packs of raw, flash-frozen cod fillets for $55 online, marketing them as having "slightly more protein per calorie than a David bar." This unusual product expansion comes from David's commitment to providing high-protein, low-calorie food options. Peter Rahal, CEO of David, stated in an interview with The Wall Street Journal that the company sought to do "something bold that sparks the conversation" while finding a new product.
David's protein bars are known for their high protein-to-calorie ratio, with 28 grams of protein and 150 calories. The newly introduced cod fillets, when boiled, offer 23 grams of protein and 100 calories per serving, showcasing a superior protein density. This comparison directly challenges perceptions about processed versus whole foods.
The strategic decision also serves as a tongue-in-cheek response to critics of processed foods, according to Rahal. The company aims to demonstrate that achieving high protein intake can be challenging, and while cod offers excellent protein, it requires preparation, unlike a ready-to-eat protein bar. The cod is sourced from a sustainable fishing company, Alaskan Salmon Company, ensuring quality and responsible practices.
Industry observers note the bold nature of the campaign, which leverages a stark contrast to highlight the core message of protein efficiency. While the high price point for the cod has drawn attention, David emphasizes the premium quality and the logistical effort involved in shipping frozen seafood. This unique approach underscores David's dedication to its core mission of providing accessible, high-quality protein.