Medici Brands

About Medici Brands

Medici Brands is a US consumer goods holding company that develops and operates a portfolio of better-for-you food brands. Founded in 2024 by RXBAR co-founder Peter Rahal, the company builds brands that aim to replicate the taste and experience of traditional foods while reducing calories, sugar and other nutritional trade-offs.

The group's portfolio includes David Protein, a high-protein food brand spanning protein bars, ready-to-drink shakes and frozen desserts; HallPass, a confectionery brand focused on lower-calorie sweets; and Epogee, the company behind EPG, a plant-based fat substitute used to reduce calories while preserving taste and texture. The company also plans to launch a third consumer brand, Rowdy.

Medici combines consumer brand development with proprietary food technology and manufacturing capabilities, using shared infrastructure to scale products across multiple categories.