# Advice Line with Peter Rahal of RXBAR

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-04-10
- Length: 42m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar

## Summary

RXBAR co-founder Peter Rahal joins Guy Raz to answer questions from three early-stage founders: Kristi Stewart of Inner Wellth Supplements, Eric of Squat Wedgies, and April Waktel of Cheeky Cocktails. Rahal shares insights on scaling via high-intent digital ads, balancing Amazon volume with direct-to-consumer margins, and refining product messaging for trade versus consumer audiences. He also reflects on his new venture, David Protein, and the importance of overcoming founder pride to accept criticism.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar#t=0) Introduction and Peter Rahal's Return
- [2:47](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar#t=167) RXBAR Packaging Strategy and David Protein Launch
- [6:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar#t=388) Advice for Inner Wellth: Scaling Supplements with Ads
- [19:09](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar#t=1149) Advice for Squat Wedgies: Amazon vs. Direct-to-Consumer
- [29:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar#t=1741) Advice for Cheeky Cocktails: Messaging and Channel Strategy
- [41:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar#t=2478) Peter Rahal's Advice on Founder Pride and Criticism

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- RXBAR (product)
- Kellogg's (company)
- David Protein (product)
- Inner Wellth (company)
- Squat Wedgies (company)
- Cheeky Cocktails (company)
- Amazon (company)
- Health Canada (other)
- AG1 (product)
- Cholula (product)

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- [#127  Launching on Amazon with Leon Lewis](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-06-127-launching-on-amazon-with-leon-lewis) (The Startup CPG Podcast)
- [Founder Feature: Max Luthy of Plink!](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-18-founder-feature-max-luthy-of-plink) (The Startup CPG Podcast)
- [#244 - Live Pitch Practice & Feedback](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-14-244-live-pitch-practice-feedback) (The Startup CPG Podcast)
- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)

## Citing this page

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