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The New Wave of Protein Is for the Girls

David, the protein‑bar maker valued at $725 million, introduced the Bronze Bar, a lower‑protein, indulgent snack positioned as a beauty‑focused lifestyle product. The brand partnered with actress Julia Fox to market protein as a status symbol for women, emphasizing body composition and aesthetic appeal over athletic performance. Industry data shows women now outnumber men in protein adoption, while major retailers like Starbucks and The Coffee Bean are expanding protein‑rich menus. New U.S. dietary guidelines raise recommended protein intake, further cementing protein’s role in both health and beauty regimes.