David, the functional food innovator behind the ever-impressive David Protein Bar, recently took an unexpected step outside the category and into raw meat. The brand is now offering wild-caught Pacific cod in boxes of four, 6oz pieces, each delivering 23g of protein, a gram of fat, no carbohydrates, and just 100 calories. It is a dramatic shift, which we think is to highlight the bar’s incomparable 28g of protein and 150 calories.
In a surprising development, David has teamed up with New York-based specialty grocer Happier Grocery, a health-focused supermarket known for curated, better-for-you items. The cod fillets, once exclusive to davidprotein.com, are now available in-store at Happier Grocery in the same custom-packaged four-piece format. The price from the retailer is marginally better than buying straight from the brand itself at $52.49.
The move is immensely surprising, on top of the confusing fact that the maker of the David Protein Bar is indeed now selling raw cod fillets. The partnership with Happier Grocery is apparently just the beginning, as it sounds like more retailers and distributors are on the way. We initially thought this might have been a marketing stunt but at every turn, David has proven this is very real and something it’s serious about.
