Yes, you read that right: a protein bar wrapped in gold. And it isn’t just about looking fancy, it’s about performance. David, the creation of Peter Rahal (who sold RXBAR for $600M), doesn’t taste amazing, but the numbers are insane: 28g of protein in just 150 calories. That’s 75% of calories from protein, most “healthy” bars barely reach 40%. This isn’t competing with Kind Bars; it’s competing with chicken breast.

The gold wrapper is more than marketing bling. Fitness has become a “Luxury Belief.” Gold signals status, justifies the $3+ price, and helps it stand out on crowded shelves. You don’t just eat it, you invest in it.

Could India be ready for this? Brands like MuscleBlaze, SuperYou, and The Whole Truth Foods show the demand for health is there. But paying a premium for “biological efficiency,” not just taste, might only appeal to the top 0.1%… for now.

The real question: who will bring the David experience to India?