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RxBar cofounder Peter Rahal is back in the protein bar game after leading a $10 million seed for his new brand David, he tells Axios exclusively.

Why it matters: The rise of GLP-1 weight loss drugs has spawned new products appealing to changing appetites and nutrition needs.

Zoom in: Valor Siren Ventures and Peter Attia also participated in the fundraise, which is expected to carry the company to profitability, he says. 

How it works: David's first product, set to launch through e-commerce channels on Sept. 16, is a low-calorie protein bar that's blood-sugar friendly.

"It's the protein of a meal and the calories of a snack," Rahal says, and "that's an incredibly difficult thing to achieve with the constraints of making sure it's incredibly good and has great texture."

It plans to eventually roll out the bars in grocery stores, convenience stores and clubs.

Catch up quick: Rahal and his RxBar co-founder spent $10,000 starting the clean-label protein bars, acquired by Kellogg Co. in 2017 for $600 million.

RxBar has grown significantly under Kellogg's umbrella and may soon belong to Mars if the snack maker's proposed acquisition of Kellogg spinoff Kellanova is approved.

What's next: The company will apply the same principles for its protein bar into other product categories that can help consumers build muscle and lose fat, Rahal says.

There's different types and sizes of bars, along with formats like ice cream and other salty snacks, he says.

Editor's note: The story has been corrected to reflect that David raised a $10 million seed round (not a $9.75 million Series A round).

Exclusive: RxBar founder Peter Rahal leads round in protein bar startup

The founder says $9.75 million round will last to profitability.

an illustration of a granola bar with a 100 dollar bill on its wrapper

Venture capital funding

RxBar cofounder Peter Rahal is back in the protein bar game after leading a $10 million seed for his new brand David, he tells Axios exclusively.Why it matters: The <a class="gtmContentClick" data-vars-link-text="rise of GLP-1" data-vars-click-url="https://www.axios.com/2024/01/19/weight-loss-drugs-america-obesity-diabetes-risks" data-vars-content-id="57d9ae7c-dd9a-433c-8149-f097181012cf" data-vars-headline="Exclusive: RxBar founder Peter Rahal leads round in protein bar startup" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2024/01/19/weight-loss-drugs-america-obesity-diabetes-risks" target="_self">rise of GLP-1</a> weight loss drugs has <a class="gtmContentClick" data-vars-link-text="spawned new" data-vars-click-url="https://www.axios.com/2024/06/04/weight-loss-drugs-grocery-stores" data-vars-content-id="57d9ae7c-dd9a-433c-8149-f097181012cf" data-vars-headline="Exclusive: RxBar founder Peter Rahal leads round in protein bar startup" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2024/06/04/weight-loss-drugs-grocery-stores" target="_self">spawned new</a> products appealing to changing appetites and nutrition needs.

Exclusive: RxBar founder Peter Rahal leads round in protein bar startup

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