A new protein bar called David, led by entrepreneurs behind RXBar and a keto cookie startup, has become the latest sensation in the ever-expanding world of functional snacks. Marketed as the ultimate high-protein, low-calorie bar and championed by prominent longevity influencers, the product has rapidly sold millions of dollars’ worth and even prompted legal skirmishes over its proprietary ingredients. But as the “protein arms race” intensifies—marked by social media frenzies and record-breaking investor interest—nutrition experts are questioning whether this surge is driven more by viral marketing than actual health needs. For Thai consumers and businesses, this trend signals both opportunity and caution amid changing dietary habits across the region.
The protein bar boom is not just a Western phenomenon but a global one, reflecting a shift in how people approach nutrition. According to Cargill’s 2025 report and Mintel data, over 61% of consumers increased their protein intake in 2024, up sharply from five years prior. High-protein snacks—once the preserve of athletes and bodybuilders—have now become everyday items, from yogurts and breakfast cereals to ice cream and popcorn. Social media, particularly TikTok, plays a central role in this shift. Leading influencers have fueled frenzied demand and “healthy halo” perceptions, with affiliate marketers and viral live streams often dictating what hits store shelves next.
The David bar, which launched publicly in September 2024 after strategic influencer placement by a celebrated longevity doctor, stands out for more than its protein content. Its creators engineered the bar to derive 75% of calories from protein, far outpacing the typical 40-50% seen in rival brands. The bar’s main ingredient innovation is the use of esterified propoxylated glycerol (E.P.G.), a modified plant fat that delivers nearly all the texture of oil but with 92% fewer calories—a significant technological leap in the pursuit of “functional satiety” without the traditional caloric load. To secure its supply chain, the David brand acquired the only manufacturer of E.P.G., halting sales to competitors and thereby triggering legal disputes.
Despite the sleek packaging, viral attention, and investor confidence (with over $75 million raised at a $725 million valuation), nutrition scientists advise skepticism. According to a former University of California Davis sports nutrition director quoted in the original New York Times report, society’s understanding of protein has shifted repeatedly, from early bodybuilding culture to weight-loss diets like Atkins and now to broader trends like paleo and keto. Yet, international health authorities continue to recommend moderate protein intake, typically around 0.8 grams per kilogram of body weight per day—far less than the amounts easily consumed with these new, potent bars.
A 2024 Cargill survey found that “high-protein” was the most desirable attribute among American snack buyers, with 71% seeking to increase protein intake and the search for protein-rich products growing 39% year-over-year (Allrecipes). But many consumers are not tracking their actual needs, instead using high-protein labels as license to indulge in less healthful snacks—a phenomenon nutritionists call the “healthy halo effect,” where added protein is conflated with overall healthfulness. The true long-term health impacts of mass fortified protein products remain under debate, and research on diet-related disease globally—including in Asia—largely supports balanced, whole-food-based eating over constant supplementation.
Turning to the situation in Thailand, the trend is steadily gaining ground. The country’s snack bar market is projected to reach over $33 million in 2025, with healthy growth rates exceeding 5% annually (Mordor Intelligence). The broader Asia-Pacific protein bar market is expected to more than double in value by 2030, closely tracking rising incomes, fitness aspirations among the new middle class, and high exposure to Western diet trends via social media (Market Data Forecast). Thai supermarkets and convenience shops are increasingly stocking both imported and locally produced protein bars, and urban consumers in Bangkok, Chiang Mai, and major tourist centers are prime targets for this new “lifestyle nutrition.”
However, experts caution that Thai consumers should be thoughtful rather than simply swept up by global hype. Research shows that Asian populations traditionally consume less total protein than Westerners and often obtain it from more diverse sources—including fish, tofu, and legumes. High-protein processed products may contribute valuable nutrition for athletes or people with higher-than-normal requirements, but excessive, unmonitored intake could strain the kidneys and lead to other metabolic health issues, especially for those with pre-existing conditions (PubMed study on E.P.G. safety, 2014). E.P.G. itself is considered safe for most people at moderate doses, but it is still classified as a novel ingredient with limited long-term experience in Asia.
For food entrepreneurs and policy regulators in Thailand, the protein bar boom offers both promise and a challenge. A growing middle class, the influence of K-pop fitness icons, and international tourism all fuel demand for such trendy, functional products. Yet there is a clear need to educate the public about what constitutes appropriate protein consumption for various life stages and activity levels. Thai authorities may consider reviewing product labeling to avoid misleading “high protein = healthy” rhetoric and encourage manufacturers to provide transparent nutritional information.
Looking ahead, the battle for the protein market will continue to accelerate. New product launches—ranging from high-protein candies to inventive “Man Cereal” and plant-based meat alternatives—are on the horizon globally, and many will target Southeast Asia as a major growth region. For example, global protein ingredient firms are tuning their formulations to Thai tastes, using locally relevant flavors and packaging. Thai snack brands, in turn, are seeking to differentiate themselves with traditional ingredients such as mung beans, black sesame, or rice protein. Competition will likely further intensify if global giants—encouraged by the runaway success of brands like David—ramp up operations in Thailand and neighboring ASEAN countries.
From a cultural perspective, the modern protein supplement craze represents a dramatic shift from traditional Thai cuisine, which has long emphasized variety, moderation, and natural sources of nutrients. The challenge will be maintaining these culinary values while still taking advantage of nutritional innovations and responding to shifting consumer preferences, particularly among younger generations and urban elites.
In conclusion, while the current protein bar arms race is fueling demand, excitement, and investment at an unprecedented pace, care is needed to separate marketing-driven trends from genuine dietary improvements. For Thai readers, the practical message is this: choose protein supplements wisely, be skeptical of extravagant claims, and focus on a balanced diet rich in diverse, whole foods that align with national heritage and personal needs. Those with special health requirements should seek advice from registered dietitians or medical professionals. The protein boom may offer nutritious convenience, but the healthiest path remains one rooted in moderation and informed choices.
For further reading, see the original New York Times article on the subject (NYT 2025), the latest research on protein consumption (Cargill), and scientific reviews of ingredient safety (PubMed EPG safety). For trends and market data specific to Thailand and Asia, consult Mordor Intelligence, Market Data Forecast, and VerifiedMarketResearch.