Partnership Blends Matcha and Protein TRUBAR and Cha Cha Matcha are launching a co-branded collection of wellness products, with the centerpiece being the Love You So Cha Cha Matcha Protein Bar. The limited-edition bar features a white chocolate coating, sweet green tea matcha notes, 12g of plant-based protein and 12g of fiber. The collaboration, officially launching September 19, expands into multiple product categories and venue activations.
## Product Lineup The TRU Matcha Experience includes: - Love You So Cha Cha Matcha Protein Bar: 100% plant-based protein bar with white chocolate coating, green tea matcha notes, 12g protein and 12g fiber
- PB&J Matcha + TRUBAR Protein Cold Foam: Limited-edition PB&J Matcha Drink combining TRUBAR's Get in My Belly PB & Jelly flavor with the Cha Cha Matcha menu, plus an optional protein cold foam topper
- Launch Event: September 19 takeover at Cha Cha Matcha's Flatiron location (NYC) featuring exclusive merchandise, limited-edition items, and a golden-ticket giveaway for a year of free TRUBAR
- Bar Method Partnership: Complimentary fitness class redemption for two at participating Bar Method studios
Why It Matters
The partnership taps into the growing intersection of functional beverages and protein-focused snacking, targeting wellness consumers seeking products that blend indulgence with nutritional benefit. The multi-channel activation—retail product, café collaboration, and fitness tie-in—demonstrates how F&B brands are deepening consumer engagement beyond traditional point-of-sale.
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Written by FBM Publications Editors
