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What is going on? DTC pod. Today we're joined by Zach Ranon, who's the president and co founder at David and David is a protein bar. And it's something that we've been seeing pop up sort of everywhere. It's this gold bar. It says David on it. Like I've seen it all over, blowing up all over dtc. You guys are, you know, coming off a new launch. So Zach, I'll let you kick us off.

Why don't you tell us. There we go. Why don't you tell us a little bit about David, maybe the inspiration behind it as well as your background and then we can get into the convo.

Yeah, sure thing. So David creates tools to increase muscle and decrease fat. Our first product is a protein bar. And we are creating a bar with the most protein per calorie of anything on the market in general. With David, we wanted to create a brand that really reflected the ideals that its namesake evokes. So the name is really a reflection of our approach to idealism, our dedication to materializing perfection, our desire for excellence, and all of these attributes that an artist like Michelangelo would embody to create a sculpture like David, we seek to apply to the rigor that we develop our products with. And we hope to create what people in the protein bar space look at as a masterpiece, similar to how people in the art space look at the David statue as a masterpiece. And I know it's a lofty way to talk about a protein bar, and some might listen to that and think it's a little bit out of touch equating trying to create a protein bar to sculpting a masterpiece.

But to us, it's the same approach and it is the type of spirit that we wanted to embody with the product. So when Peter and I first started to think about what we wanted to do with a protein bar and what ultimately became David, we took a look at what a protein bar should really be from first principles. And to us, a protein bar should be just that, as much protein and as little anything else as possible. Anecdotally, the first thing that consumers do when they go to the grocery store aisle of the bar market is they pick up the package and they flip it over and look at protein, calories and sugar from a data perspective. You take a look at the two top selling protein bar brands in the United States, it's Quest and Bare Bells. And those are two of the top three protein to calorie ratio bars on the market. So that really validates anecdotally, consumers look for it from a data driven perspective. That's what consumers look for.