UFC has announced the launch of a new protein bar brand called Main Event, created in partnership with FoodStory Brands. This new line will feature four flavors: Chocolate Crunch, Cookies & Cream, Peanut Butter Chocolate, and Caramel Chocolate Crisp. Each bar contains 20 grams of protein sourced from milk protein isolate, milk protein concentrate, and whey protein concentrate.
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Main Event protein bars also include five grams of fiber, three grams of sugar, and are free from sugar alcohols, artificial sweeteners, and seed oils. Notably, the bars are enriched with L-theanine, tart cherry, and collagen peptides, a trending ingredient expected to gain popularity in 2026.
The brand aims to differentiate itself in the competitive protein bar market with its strong nutritional profile and performance-oriented ingredients. Main Event bars will be available at retailers such as Hy-Vee and Wegmans starting this fall, as well as on their website, maineventprotein.com. There are expectations for the brand to expand into other dietary supplements in the future.