On TikTok, Gen Z has developed a fascination with increasing their protein intake, prompting companies from Pepsi to Starbucks to incorporate protein into their products and redesign packaging to capitalize on this craze. Some companies are even launching entirely new products.

David Protein, known for its successful line of high-protein snack bars, which it asserts contain more protein per calorie than any other bar available, has expanded its product line to include cod, boasting an even higher protein content.

Responding to customer feedback about avoiding processed foods, David Protein’s CEO and co-founder Peter Rahal shared with the Wall Street Journal that the company aims to “do something bold that sparks the conversation” while innovating a new product.

Rahal, who previously founded Rxbar, which sold to Kellogg for $600 million, said they found it with cod. The 6-ounce frozen fillets have 23 grams of protein.

David Protein’s wild-caught Pacific cod is sourced from a sustainable fishing company, according to the company. It sells in a four-pack for $55 online and is marketed as having “slightly more protein per calorie than a David bar.” The fillets need to be boiled before consuming.

Keagan Tigges, chief of staff at David, told National Fisherman that the price “reflects direct, traceable sourcing and peak freshness.”

“Most of our customers are in the continental U.S., where high-quality cod is harder to find and often more expensive and expensive to ship from Alaska,” Tigges said. “This is a premium, ultra-lean protein source for people serious about building muscle and reducing fat.”

How much protein you actually need depends on your weight and lifestyle factors, according to the Mayo Clinic.

On average, protein should account for 10% to 35% of your calories. If taking in 2,000 calories a day, it averages to around 200 to 700 calories from protein, or approximately 50 to 175 grams.

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