The protein wars are heating up, and one bar is leading the charge. In this episode, we unpack the “protein bar arms race” and the meteoric rise of the David Bar—a hyper-optimized, influencer-backed product redefining the category. From its extreme protein-to-calorie ratio and luxury branding to its aggressive supply chain play with Epogee, David is more than just a snack; it’s a symbol of the cultural obsession with protein and optimization.

We explore:

• Why protein is now the undisputed king macronutrient.

• How the David Bar’s marketing blitz turned influencers into pitchmen.

• The role of fat substitute E.P.G. in reshaping product innovation.

• The booming GLP-1 user demographic fueling protein demand.

• Whether the protein craze is here to stay—or just another hype cycle.

Tune in as we dissect the science, strategy, and spectacle behind the “Scud missile of protein bars” and what it tells us about the future of food and wellness.