David Protein Still Selling Its Wild Caught Pacific Cod, But With a Price Hike

When David Protein first announced it was entering the real food category with Wild Caught Pacific Cod, most of the industry did a double take. A brand known for protein bars suddenly dropping frozen cod fillets felt so unexpected that many people wondered if it was some kind of elaborate joke. But it was not a stunt. David Protein launched the product on its website, shipped orders to customers, and even landed distribution in Happier Grocery.

At the time, the move felt bold. Functional food brands occasionally experiment with new formats, but launching a premium seafood item was something very different. The product itself also grabbed attention. Each 6 ounce fillet delivered 23 grams of protein and only 100 calories, making it an extremely lean and convenient real food option for anyone looking to prioritize protein without the excess fat or additives.

Back when the cod debuted, we made a mental note to circle back at the end of the year to see whether this product had staying power or if it had quietly disappeared after the initial buzz. As it turns out, David Protein is still offering the same Wild Caught Pacific Cod today. Shoppers can still find it at davidprotein.com, sold in the same four pack bundle of 6 ounce fillets with the same lean nutrition profile.

There is one change though, and it is a significant one. The price has gone up. When the cod first hit the market earlier in the year, a four pack sold for 55 dollars. Today, that same bundle sits at 69 dollars. That is a twenty five percent increase for the exact same product. It is still available, and still high quality, but it now comes at a noticeably higher cost.

Whether this price adjustment reflects increased sourcing costs, rising demand, higher fulfillment expenses, or a shift in brand positioning is unclear. What is clear is that David Protein is committed to keeping its unlikely seafood entry on the menu. What once seemed like a short term experiment has become a steady part of the lineup, even if it now requires a little more room in your budget.

For fans of the product, the cod remains a clean, lean, no nonsense protein source. For the industry, it remains one of the more unexpected and interesting product pivots we have seen this year.