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Plant-based protein snack brand TRUBAR has announced a collaboration with café operator Cha Cha Matcha, bridging packaged nutrition bars with specialised beverage foodservice.
The partnership introduces a dual-channel product lineup featuring a limited-edition Love You So Cha Cha Matcha protein bar distributed across digital and retail channels, alongside a bespoke PB&J Matcha beverage and a TRUBAR Protein Cold Foam add-on across participating Cha Cha Matcha coffeehouse locations.
The initiative connects packaged goods manufacturing with out-of-home café culture, leveraging high-growth ingredient equities across plant protein and Japanese green tea to drive brand reach across both snacking and beverage occasions.
Co-Branded Formulations and Product Portfolio
The collaboration pairs Cha Cha Matcha's botanical beverage flavour profiles with TRUBAR's dessert-style nutritional bar format, while integrating the snack brand's top-performing recipe into the café menu.
🍵🍫 Love You So Cha Cha Matcha Bar: A plant-based protein bar combining a white chocolate coating with sweet green tea matcha notes, delivering 12 grams of plant protein and 12 grams of dietary fibre per serving.
🥜🍓 PB&J Matcha Drink: A café beverage build inspired by TRUBAR's "Get in My Belly, PB & Jelly" bar profile, combining signature green tea matcha with peanut butter and fruit jelly flavours.
🥛 TRUBAR Protein Cold Foam: A functional beverage topper available as a customisable add-on across the entire Cha Cha Matcha drink menu to elevate protein content.
Erica Groussman, Founder and Chief Executive Officer of TRUBAR, stated that the brand focuses on developing snacks made with clean ingredients that maintain flavour and indulgence, noting that partnering with Cha Cha Matcha enables both businesses to translate familiar taste profiles into alternative food and beverage formats.
Sam Serruya, Chief Executive Officer of Cha Cha Matcha, added that the café concept views matcha as a flexible platform beyond traditional hot beverages, explaining that collaborating with TRUBAR allows the business to unite shared approaches to product design and creativity.
Foodservice Menu and Retail
The decision to translate TRUBAR's peanut butter and jelly flavour profile into an out-of-home beverage follows strong commercial performance for the packaged SKU.
According to retail sales metrics cited by TRUBAR, its Get in My Belly, PB & Jelly bar recorded 113 per cent year-on-year sales growth across retail stockists, accounting for nearly 10 per cent of total brand sales year to date. Translating high-velocity packaged goods flavours into café menu builds enables both operators to test cross-category appetite while introducing functional protein fortification into traditional café dayparts.
The integration reflects changing consumer expectations around everyday functional foods, where shoppers seek macronutrient benefits such as protein and fibre within premium, flavour-forward treat formats.
To support consumer awareness during the launch window, TRUBAR and Cha Cha Matcha are executing experiential marketing events and regional fitness tie-ins across major metropolitan hubs.
The campaign launches on 19 September at Cha Cha Matcha's Flatiron location in New York City, featuring appearances by digital food and lifestyle creator Kit Keenan alongside product sampling and branded promotional merchandise.
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