Next protein trend is…..cod fish??

David, known for protein bars, just launched… fresh cod. Yep, the same bold logo and clean packaging—but now with raw fish inside. It’s a wild (and kind of funny) leap.

Marketing analysis

This feels like a brand testing how far its “protein = healthy” positioning can stretch. The packaging mirrors their bars: minimalist, clinical, and focused on macros. But taking a gym-snack brand into seafood confuses brand identity—David’s audience expects convenient protein, not a frozen filet adventure.

Why it works (or doesn’t)

• Uses existing equity in “high-protein” messaging
• Design consistency keeps it recognizable
• But fails the brand fit test—context clash
• Consumer confusion > curiosity = weak sales impulse

Real-world parallels

• Colgate once launched frozen meals—flopped instantly
• Cosmopolitan tried yogurt—too off-brand for readers
• Harley-Davidson sold perfume—fans wanted engines, not scents
• Monster Energy expanded to water—and it worked, because hydration fits energy’s lifestyle promise