UFC and FoodStory Brands Partner to Launch New Protein Bar

The collaboration combines the expertise of the UFC Performance Institute and FoodStory Brands' CPG experience.

Published on Feb. 16, 2026

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UFC and FoodStory Brands have announced a partnership to develop a new protein bar designed for athletes and performance-focused consumers. The product will feature research-driven nutrition and functional ingredients tailored to support training, fueling, and recovery, and will be available through major retailers, e-commerce platforms, and direct-to-consumer channels.

Why it matters

This partnership allows UFC to leverage its expertise in sports performance and nutrition to create a high-quality protein bar that meets the needs of its athletes, while also appealing to everyday fitness enthusiasts. FoodStory Brands' CPG experience will help ensure the product is successfully brought to market and distributed widely.

The details

The new protein bar will combine the skills of the UFC Performance Institute, a leading center for combat sports training and nutrition, with FoodStory Brands' expertise in the consumer-packaged goods sector. The product aims to meet the needs of UFC athletes while appealing to general consumers, with research-driven nutrition and functional ingredients tailored to support training, fueling, and recovery.

  • The new protein bar line is expected to debut by summer 2026.

The players

UFC Performance Institute

A leading center for combat sports training and nutrition, with locations in Las Vegas, Shanghai, and Mexico City that serve as training hubs for UFC athletes and support the development of mixed martial arts talent.

FoodStory Brands

A consumer-packaged goods company that has created brands such as Fresh Cravings, Upper Cut, and Mad Genius, and is known for its ability to turn bold ideas into high-quality consumer products.

Dr. Duncan French

Senior vice president of the UFC Performance Institute, who has overseen the development of the new protein bar in collaboration with FoodStory Brands.

Jordan Jedeikin

Executive vice president of business development at FoodStory Brands, who has led the company's partnership with UFC.

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What they’re saying

“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.”

— Dr. Duncan French, Senior Vice President, UFC Performance Institute (licenseglobal.com)

“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.”

— Jordan Jedeikin, Executive Vice President, Business Development, FoodStory Brands (licenseglobal.com)

What’s next

The new protein bar line is expected to debut by summer 2026 and will be available through major retailers, e-commerce platforms, and direct-to-consumer channels.

The takeaway

This partnership between UFC and FoodStory Brands leverages the expertise of both organizations to create a high-quality protein bar that caters to the needs of elite athletes and everyday fitness enthusiasts, demonstrating the growing demand for performance-focused nutrition products.