It is, of course, the David Bar, easily identified by its shiny gold packaging and bold block letters. Its cofounder, Peter Rahal, started the company alongside Zach Ranen after selling his first, RxBar, to Kellogg’s for $600 million in 2017. Beside his computer sits a crumpled David bar wrapper—he eats at least one every single day. “I wanted to find my wife and start a family before my next venture, so I went to Europe. A few months later, Rahal began carrying cases of the bars to local CrossFit gyms in Chicago, convincing managers to stock a limited supply.