UFC has announced a strategic partnership with FoodStory Brands (FSB), a consumer-packaged goods company in the food and beverage sector, to develop and launch a high-performance, nutritionist-backed protein bar for the performance nutrition category. The partnership was brokered by UFC’s licensing agent, IMG Licensing.
The collaboration brings together the UFC Performance Institute (UFC PI), the organisation’s performance training, research, rehabilitation and nutrition centre and FoodStory Brands’ expertise in building and scaling food brands.
The partnership will result in a new brand, to be unveiled later this year, along with a range of high-protein bars featuring targeted functional ingredients. The products will be developed using research-led nutrition to meet the demands of UFC athletes as well as performance-focused consumers.
UFC PI senior vice president Dr Duncan French said, “By bringing together the UFC Performance Institute’s experience working daily with the world’s best combat sport athletes and FoodStory’s ability to turn bold ideas into high-quality consumer products, we have a powerful combination. Through close collaboration, we have developed a protein bar that reflects how athletes train, fuel, and recover, and we are making this available to general consumers. We believe this partnership has produced something truly unique that will stand out as a leader in the market and raise the standards for performance nutrition.”
FoodStory Brands EVP business development Jordan Jedeikin added, “At FoodStory Brands, we pride ourselves on creating meaningful brand stories and amazing products backed by powerful consumer insight and innovation. Collaborating with UFC—a global powerhouse in performance, endurance, and innovation—gives us a unique opportunity to bring a nutritionist-backed, high-performance protein bar to market that’s designed for both elite athletes and everyday achievers.”
