Peter Rahal is the Founder and CEO of David. Before David, he built RXBAR in his parents' basement with $10k and sold it to Kellogg for $600M.

We get into why he basically rebuilt the same company again, how buying his own ingredient supplier made a food business venture-backable, why RXBAR's paleo positioning was a trap, the EPG fat technology behind David, how GLP-1’s have changed diet trends forever, selling cans of fish as a marketing weapon, the lawsuit that got him 120M impressions in a week, and why he studies fashion houses instead of food companies.

Thank you to Numeral, Flex, Amplitude, and Merge for supporting this episode.

Numeral: Sales tax on autopilot https://www.numeral.com

Flex: Premium banking, 60-day credit, 0% APR https://home.flex.one/referral/bananacapital

Amplitude: AI analytics https://www.amplitude.com

Merge: Every model, one API https://www.merge.dev/turner

Timestamps:

(0:00) David: Tools to increase muscle, decrease fat

(2:24) Making nutrition evidence-based, not ideological

(4:27) $300M revenue in year two

(5:19) Why he rebuilt the same company again

(7:12) Do what you're already good at

(9:57) In food, the only edge is brand

(12:13) The RXBAR playbook and $600M exit

(14:20) RXBAR's original positioning was too fragile

(15:25) Designing David from first principles

(18:22) Why people don't eat protein bars

(19:33) Building a multi-brand company that lasts

(25:44) How EPG made David venture-backable

(29:44) The Medici name and structure

(31:38) Food entrepreneurs are Luddites

(33:37) Why Big Food can't innovate

(38:21) Beverage is a better business than food

(40:34) Deciding which products to launch

(43:21) GLP-1's ended diet trends forever

(48:09) Looking good is the new status symbol

(51:30) Sleep first, exercise second, nutrition third

(54:35) Brand is just a unique human being

(59:05) Humor travels

(1:01:09) Marketing is finding mispriced attention

(1:06:35) When to bail on a marketing trend

(1:09:05) What makes a good meme

(1:10:00) Why David sold cans of fish

(1:13:30) How to navigate a lawsuit

(1:17:02) 120M impressions from a lawsuit

(1:18:52) Lessons from Bezos and Brad Jacobs

(1:23:30) Why the best brands are fashion and beauty

(1:25:00) Women set culture

Referenced

David: https://davidprotein.com/

EPG / Epogee: https://epogee.com/

Whoop: https://www.whoop.com/

Oura: https://ouraring.com/

Fort: https://fort.cx/

David Rumors TikTok: https://www.tiktok.com/@davidprotein/video/7616855415875210510

Founders Podcast: https://www.founderspodcast.com/

How to Make a Few Billion Dollars by Brad Jacobs: https://www.amazon.com/How-Make-Few-Billion-Dollars/dp/B0CHTQP25T

Follow Peter

Twitter: https://x.com/PeterRahal

LinkedIn: https://www.linkedin.com/in/peter-rahal-037bba43

Follow Turner

Twitter: https://twitter.com/TurnerNovak

LinkedIn: https://www.linkedin.com/in/turnernovak

Subscribe to my newsletter to get every episode + the transcript in your inbox every week: https://www.thespl.it/

Rebuilding a $600M Company From Scratch | Peter Rahal, David

The Peel with Turner Novak

Rebuilding a $600M Company From Scratch | Peter Rahal, David