New UFC-Branded Protein Bars Show Off Their Logo and Packaging

The UFC has unveiled its latest venture: a new performance nutrition brand christened "Main Event", launching with a debut line-up of protein bars.

The collection features four flavours – Chocolate Crunch, Cookies & Cream, Peanut Butter Chocolate, and Caramel Chocolate Crisp – each offering a claimed 20g of 'premium' protein per bar.

Reportedly developed in close collaboration with the UFC Performance Institute (UFC PI), the combat sports organisation's in-house centre dedicated to athlete training, scientific research, recovery protocols, and nutritional support, the new product is a co-owned partnership between the UFC and FoodStory Brands, headquartered in Phoenix, Arizona.

"When we set out to develop Main Event, we refused to create a standard protein bar. Every macro, every gram of fibre, and every functional ingredient was intentionally selected and rigorously vetted for fuel that genuinely moves the needle for human performance," says Dr. Duncan French, senior vice president of the UFC PI.

"By collaborating with UFC PI’s experts, we didn’t just create a high-protein snack, we built a comprehensive daily performance tool," adds Jordan Jedeikin, EVP of business development at FoodStory Brands.

The protein bars will begin appearing in American retail locations throughout the upcoming autumn season.

Source: UFC