Ultimate Fighting Championship (UFC) inks new deal with FoodStory Brands

The Ultimate Fighting Championship (UFC) has announced a partnership with consumer-packaged goods (CPG) brand FoodStory Brands (FSB).

The partnership will see the two parties work towards developing and launching a high-performance, nutritionist-backed protein bar.

Additionally, the UFC Performance Institute (UFC PI) and FSB will join hands to launch a new protein bar brand, details of which will be announced later. 

Dr. Duncan French, Senior Vice President at the UFC Performance Institute, commented:

“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.”

Jordan Jedeikin, EVP Business Development at FoodStory Brands, 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.”