What started as a moment of celebration for David Protein, the New York-based TikTok-famous protein bar company, quickly took a troubling turn. The startup had just secured a \$75 million Series A funding round and acquired Epogee, the sole manufacturer of a novel plant-based fat that significantly cuts calories — a key ingredient in David’s protein bars.
Founder Peter Rahal, known for creating RXBar before selling it for \$600 million, shared that the funding and acquisition would help scale production, expand retail presence, and speed up new product development focused on building muscle and losing fat. However, days later, AgFunder News revealed that three consumer packaged goods companies—Own Your Hunger, Lighten Up Foods, and Defiant Foods—filed a lawsuit accusing David Protein of creating a monopoly by locking up access to Epogee’s fat. These firms claim they can no longer obtain the ingredient despite heavy investments in research, development, and marketing.
Beyond the antitrust allegations, concerns have emerged about Epogee’s fat itself. This ingredient is an ultra-processed food derived from seed oil—a category often criticized by health advocates and wary consumers. The controversy raises questions about the future of alternative fats in an increasingly health-conscious market.
Epogee’s fat, known as esterified propoxylated glycerol (EPG), is made from canola oil. The process separates the oil into glycerin and fatty acids, then reconnects them using a special food-grade propoxyl connector. This makes a fat-like substance that tastes and cooks like regular fat but resists digestion, so fewer calories are absorbed. Epogee’s fat reportedly contains just 0.7 calories per gram, compared to nine calories per gram in traditional fat, a 92% reduction.
Unlike some other fat substitutes, Epogee doesn’t rely on added sugars or artificial sweeteners. It can replace fat one-to-one in foods while maintaining texture, mouthfeel, and satiety. This made it popular with companies like David Protein and others producing low-calorie bars, chocolates, nut butters, and ice cream.
The rise of Epogee highlights a broader debate about ultra-processed foods (UPFs). Classified as a modified oil created through industrial processes, Epogee fits the UPF definition. While the science behind its creation is impressive, some experts and consumers remain skeptical. Kirsten Sutaria, a food research and development specialist formerly with Ben & Jerry’s, called it “a poster child of UPFs,” reflecting the tension between food innovation and clean-label trends.
Critics liken Epogee to past food fads like margarine or fat-free diets from the 1990s, and worry about the health impacts of “Franken-fat” made from seed oils and designed to avoid digestion. Although UPFs make up nearly 60% of calories consumed by Americans, many seek cleaner food options. Nutritionists warn against lumping all UPFs together, noting the wide difference between a sugary soda and processed bread.
The backlash against seed oils adds fuel to the fire. Despite scientific support for their safety, seed oils have been criticized for their fatty acid profiles. This has sparked renewed interest in traditional fats like beef tallow, popularized again through social media and cultural influencers.
Still, David Protein’s bars are thriving, expected to surpass \$100 million in sales this year. Their success suggests that in today’s America, high-protein snacks remain highly desirable, even amid UPF criticism. This success contrasts with the plant-based food sector, which saw a 64% funding drop in 2024 amid similar debates.
The ongoing lawsuit over Epogee will be closely watched as David Protein responds to critics. It spotlights how an ultra-processed, seed-oil-derived ingredient can still find market success in a country obsessed with protein. The case also highlights opportunities in alternative fats and shows that investors are willing to back UPF products that meet consumer demand.
As Sutaria noted, “For many, macros remain the prominent focus of foods they eat and this works, especially in today’s world.”
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