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Protein-focused brand David has entered the frozen category with the launch of David Frozen Dessert, a new line of high-protein, low-calorie pints.
The company, founded by RXBAR co-founder Peter Rahal, reported that the initial direct-to-consumer online release of the product range sold out in 28 minutes. This launch marks David's first major category expansion outside its core protein bar portfolio, targeting growing demand within the active nutrition and better-for-you frozen dessert sectors.
Portfolio Expansion and Nutritional Profile
The introduction of the frozen dessert line follows the brand's established strategy of developing food products with a high protein-to-calorie ratio.
Each pint in the new range is formulated to deliver 30g of protein, while maintaining a low-calorie and low-sugar profile. The calorie content across the range spans from 210 to 260 calories per pint, with sugar levels kept between less than 1g and 2g.
According to Peter Rahal, founder of David, the development of the frozen range was driven by the goal of matching the taste and texture of traditional ice cream while significantly improving the nutritional metrics.
By utilising advanced formulation techniques, the brand aims to establish a premium position in the functional dairy and dairy-alternative dessert space, appealing to health-conscious consumers who do not want to compromise on sensory experience.
Product Formulation and Flavour Profiles
The initial product rollout comprises four distinct flavour profiles, packaged in standard retail pint formats:
🍪 Cookie Dough – A vanilla-flavoured base incorporating butter-style cookie dough chunks, chocolate flakes, and dark chocolate swirls. Each pint contains 30g of protein, 260 calories, and 2g of sugar.
🥜 Triple Peanut Butter – A peanut butter base layered with peanut butter flakes and thick peanut butter ribbons. Each pint contains 30g of protein, 260 calories, and 2g of sugar.
🍫 Triple Chocolate – A rich chocolate base combined with chocolate flakes and glossy chocolate swirls. Each pint contains 30g of protein, 260 calories, and 2g of sugar.
🍦 Vanilla Bean – A classic vanilla base studded with natural vanilla bean specks. Each pint contains 30g of protein, 210 calories, and less than 1g of sugar.
Retail Activation
To support the commercial launch and drive brand awareness, David is executing a targeted physical retail activation in New York City.
Beginning 5 June 2026, the company will open a temporary summer ice cream shop at the S10 Gym in the West Village Manhattan. The experiential retail space will serve the full line of high-protein pints directly to consumers, bridging the gap between digital-first sales and physical brand touchpoints.
This hybrid marketing approach allows the brand to secure direct product trials among target fitness demographics, laying the groundwork for future physical retail and wholesale distribution channels.
