The David Protein Bar marker, simply named David, has been all over the news this week following the launch of its very real and raw, skinned and deboned cod fillets. Now available alongside its impossible-macro protein bar are indeed boxes of four 6oz pieces of cod, packing an even better protein-to-calorie ratio than its flagship snack. It was a surprising move, to say the least, and something that even sparked a response from a competitor.
We actually reached out to David to ask if this is leading somewhere; since it is now selling cod fillets, adding on chicken breasts, turkey, or other raw lean meats would make about as much sense. In response, the David Protein Bar innovator said, “We don’t chase meat. We sculpt the Standard—one protein bar at a time.” It’s an incredibly vague and mysterious thing to say, but it does give us an idea about the point of all of this.
If we read those words and take them as complete truth, it would mean we aren’t getting any other meat products like the David Cod Fillets, and this could very much be a point-proving move. If you scale the cod to 7oz, you’re looking at about 27g of protein and 117 calories, showing you how hard it is to get as lean as the David Protein Bar. It could also be an example of the macros the brand is striving for and one day it may actually reach.
