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Mixed martial arts organisation UFC and consumer packaged goods incubator FoodStory Brands have announced the launch of Main Event, a co-owned performance nutrition brand.
Developed and packaged in collaboration with brand licensing agency IMG Licensing, the joint venture marks UFC's direct commercial entry into active lifestyle nutrition. The initial product rollout introduces a four-strong line of multi-textured protein bars engineered over an 18-month development cycle in partnership with the UFC Performance Institute (UFC PI).
The initiative translates elite combat-sports conditioning research into shelf-stable snack formats, combining multi-source protein fortification with functional botanical ingredients for everyday active consumers.
Product Formulations and Flavour Profiles
The Main Event protein bar lineup debuts across four flavour profiles featuring layered textures and clean-label nutritional decks:
🍫 Chocolate Crunch: A rich cocoa bar combining chocolate crisp textures with functional protein.
🍪🥛 Cookies & Cream: Recreates the classic dessert flavour profile with crunchy biscuit inclusions and a smooth cream layer.
🥜🍫 Peanut Butter Chocolate: A sweet-and-salty formulation pairing roasted peanut notes with chocolate coating.
🍮 Caramel Chocolate Crisp: Combines gooey caramel layering with a crisp chocolate base.
Each bar delivers 20 grams of protein supplied by a multi-source blend comprising milk protein isolate, milk protein concentrate, whey protein concentrate, and collagen peptides.
Formulation Architecture and Functional Matrix
The recipe architecture was engineered by nutritionists and sports scientists at the UFC Performance Institute to deliver macronutrient density without artificial additives or sugar alcohols.
Key formulation specifications and nutritional attributes include:
Macronutrient Balance: Provides 20g of multi-stage release protein, 5g of dietary fibre, and 3g of total sugar per serving.
Clean-Label Deck: Formulated with 0g of sugar alcohols, zero artificial sweeteners, and completely free from seed oils.
Cognitive Focus Blend: Fortified with L-theanine to support mental clarity and focus during physical training and daily routines.
Recovery Support: Enriched with tart cherry extract, formulated to assist muscle recovery and reduce exercise-induced soreness.
Brand Partnership
Dr Duncan French, Senior Vice President of the UFC Performance Institute, stated that the development programme focused on optimising human performance through evidence-based sports science. French noted that the institute intentionally selected every functional ingredient, gram of fibre, and macronutrient ratio to ensure the bars deliver genuine physical fuel rather than standard confection-style protein nutrition.
The establishment of Main Event represents an evolution in sports IP monetisation, transitioning UFC from conventional third-party licensing into a co-ownership equity model with FoodStory Brands.
Jordan Jedeikin, Executive Vice President of Business Development at FoodStory Brands, stated that the partnership set out to remove the compromises consumers frequently make between macronutrient profiles, functional benefits, and product taste. Jedeikin explained that working alongside UFC PI specialists enabled the business to build a comprehensive daily performance tool that brings athlete-grade nutrition into mainstream retail channels.
By integrating the training authority of the UFC Performance Institute with FoodStory Brands' manufacturing and distribution infrastructure, the venture equips the sports enterprise to build long-term equity across the growing functional snacking sector.
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