Peter Rahal, co-founder of RXBAR, discusses the early financial performance of the company with 20VC host Harry Stebbings.
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“Two million.”
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More from Peter Rahal
Insight
Peter Rahal argues product quality is currently more important than branding
“Ironically, as a brand person, I would say products more important than brand right now. Products all that matters actually brand secondary.”
Peter RahalAug 8, 2025▶ 15:1220VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal
Insight
Survey data lies: parents refuse to pay $1.50 for kids' snack bars
“In the survey data, If you asked a mom just pricing questions, it would show up as like, yeah, I'm willing to pay for my kid. But in the actual data, they are not. And I thought that was really interesting because no one wants to admit that they're, they don't…”
Peter RahalAug 8, 2025▶ 23:0420VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal
AssertionOpen · timeframe Aug 2026
Processed David bars test cleaner for microplastics than agricultural RXBARs
“RX bars were like really bad on, on plasticizers. So microplastics and RX bars predominantly an agricultural product. It's dates, almonds, eggs. David scores like is super clean. It doesn't have any plasticizers, heavy metals, and that's because of its process…”
Peter RahalAug 8, 2025▶ 34:5720VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal
Opinion
RXBAR generates $200M in revenue but wasn't an extraordinary acquisition
“I think probably like 200, but profitable right now for, and especially in Mars portfolio, like they need stuff to get to a billion in revenue. And I think that its position is hard to innovate. You can't go down on price because you're using a whole real food…”
Peter RahalAug 8, 2025▶ 39:4020VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal
PredictionOpen · timeframe Aug 2028
Peter Rahal projects David's worst-case outcome is a $1.5 billion valuation
“Yeah. So that would be like the underwriting for like worst case scenario, sort of like, if they don't really do what they're saying they're going to do, this would be a minimum 1,000,000,005, something like that.”
Peter RahalAug 8, 2025▶ 53:3520VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal
PredictionHeld up
David will scale its multi-brand portfolio through internal creation, not M&A
“The difference is Mars has done it through M&A. We'll do it through creation.”
Peter RahalAug 8, 2025▶ 55:1620VC: The $BN Greenoaks Backed Protein Bar | Hitting $100M Revenues in David's First Year: Lessons & Mistakes | $0 to $600M: The Untold RXBAR Story | Product-Market-Fit, Pricing, Branding: What Every Founder Gets Wrong Today with Peter Rahal
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