20VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal

The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

The Twenty Minute VC

Finance, Venturecapital, Tech News, News, Siliconvalley, Technology, Investing, Startups, Business

4.4 • 637 Ratings

🗓️ 8 August 2025

⏱️ 66 minutes

🔗️ Recording | iTunes | RSS

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Summary

Peter Rahal is the Co‑Founder & CEO of David Protein, the highest protein‑to‑calorie ratio for any protein bar on the market. Peter has raised over $85M from Greenoaks, Dr. Peter Attia and Dr. Andrew Huberman with the latest round valuing the company at $725 million. The company is poised for over $100 million in first‑year revenue. Formerly, Peter co‑founded RXBAR in his mom’s basement with a $10k start, growing it into a household brand and selling it to Kellogg for $600 million. poised for over $100 million first‑year revenue

Agenda for Today:

00:04 – The One Piece of Advice from My Father That Made $600M

00:07 – Selling Protein Bars from a CrossFit Gym to $2M in Year One

00:12 – Why Raising Money Early Would Have Killed RXBAR’s Success

00:15 – Product vs Brand: What Every Brand Gets Wrong Today

00:17 – Why Red Bull is the Best Brand in the World? What Can We Learn From It?

00:20 – Are Brands the New Religion? How Status and Community Really Work

00:27 – The Boiled Cod Stunt: Brilliant Marketing or Massive Waste of Time?

00:35 – Selling RXBAR for $600M: Inside the Decision and the TAM Ceiling

00:40 – $100M Overnight: What Really Changes When You Get Rich

00:44 – The Hidden Costs of Success: Health, Relationships and Obsession

00:47 – Why Peter Doesn’t Care What People Think… and Actually Likes Upsetting Them

00:53 – The $10B Plan for David: From Protein Bars to a Portfolio of Brands

Transcript

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0:00.0	This is 20 VC with me, Harry Stebbings. Now, there is a fun fact that very few people know about me.
0:05.0	I am probably the biggest nerd when it comes to protein bars.
0:09.0	And I saw David Protein bars. Now, these are the highest protein to calorie ratio protein bars on the market.
0:18.0	And so I looked into it. And then I saw that my good friend, Neil
0:22.1	Mater and Green Oaks, were invested. And then I saw that it was founded by Peter Rahal. Peter is
0:28.6	an incredible entrepreneur. He founded RX bar before, taking it from his mum's basement with a 10k start,
0:36.0	growing it into a household brand, and then selling
0:38.4	it to Kellogg for $600 million. And then with David, he's raised $85 million from Green Oaks,
0:44.9	Peter Atier, Andrew Huberman, and in their first year alone, they're going to do $100 million in
0:50.6	revenue. This was an incredible discussion, and I'm so excited to bring it to you.
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	...

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