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

Peter Rahal built one of America’s hottest protein-bar brands in less than two years. Now he’s talking lawsuits, social media backlash, and why attention can be a startup’s most powerful ingredient.

David protein bars went from startup to one of the hottest consumer products in America in under two years. But the ride has been anything but smooth. Founder and CEO Peter Rahal discusses building a breakout brand through lawsuits, a Jeffrey Epstein association, and the kind of social media heat most companies would run from. But can controversy—even the manufactured kind—be a net positive for a brand? Peter argues yes.