Why the founder of David protein bars says controversy can be good for business

David protein bars, founded by Peter Rahal, achieved rapid consumer product success in under two years, despite facing significant controversies. Rahal, in an interview for the podcast "Rapid Response," discussed how lawsuits and associations, including one with Jeffrey Epstein, along with social media scrutiny, have paradoxically benefited the brand. He argues that controversy, even if manufactured, can be a net positive for a brand's visibility and growth. The company's product stands out in the high-protein, low-fat market with a formulation that offers 28 grams of protein and 150 calories with no sugar, a feat achieved through the use of EPG (enzymatically modified triglyceride). EPG is described as a type of fat that is difficult for the human body to absorb, functioning as a 'biohack' where the mouth perceives it as fat, but the digestive system cannot break it down for energy release. This hard fat has a high melt-point of 104 degrees, similar to beef tallow or palm oil, and passes through the body in a solid state. Rahal indicated that the potential of EPG influenced his decision to develop the David protein bar, suggesting it enabled a unique product formulation.