David Protein built its reputation on its hyper-engineered protein bar that promised more protein per calorie than anything else in its category. It’s had its moments of brief, borderline cancellation, but it still appeals to a demographic that’s increasingly fluent in the language of optimization.
Then, last year, the brand made the internet lose its mind by releasing boiled cod. Actual cod, boiled in salt. At first, the collective internet assumed it was a stunt. It wasn’t.
Now, naturally, David has launched Cod 2.0, a tinned Atlantic cod sourced from Danish waters, with only two ingredients (and once again, it’s just cod and salt). Marketed as having 18 grams of protein and 70 calories, it is, in the most literal sense, just fish in a can.
