From the Octagon to the Aisle: UFC® and FoodStory Brands Launch Main Event™ Protein Bars
Co-owned by UFC and FoodStory Brands and developed alongside the UFC Performance Institute, Main Event raises the bar
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FoodStory Brands (FSB), an award-winning CPG incubator and disruptive innovator, and UFC today announced the official launch of Main Event, a new performance nutrition brand co-owned by UFC and FoodStory Brands. Developed hand-in-hand with the UFC Performance Institute (UFC PI), the world’s leading combat sports performance training, research, rehabilitation, and nutrition center, Main Event was created to bring sports science into consumers’ everyday routines. This unique co-owned venture between UFC and FoodStory was developed and packaged by IMG Licensing, a global leader in brand partnerships.
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Main Event Protein Bars
Developed over an intensive 18-month period with the UFC PI, Main Event was formulated alongside world-class nutritionists, performance experts, and PhDs. By leveraging research-driven nutrition and targeted functional ingredients, the brand meets the rigorous demands of UFC athletes while bringing high-caliber performance nutrition to consumers for everyday life. Designed by a team with unmatched experience working daily with the world’s best combat sports athletes, Main Event bars deliver exceptional taste, superior macro profiles, and premium ingredients without compromise.
Purpose-built to meet the nutrition needs of the world’s top athletes, Main Event is engineered to set a new standard for protein bars. The line debuts in four delicious, multi-textured bars – Chocolate Crunch, Cookies & Cream, Peanut Butter Chocolate, and Caramel Chocolate Crisp – each delivering 20g of a premium protein blend featuring milk protein isolate, milk protein concentrate, whey protein concentrate, and collagen peptides.
Engineered with health-conscious consumers in mind, each bar contains 5g of fiber, just 3g of sugar, 0g sugar alcohols, no artificial sweeteners, and no seed oils. In addition, Main Event features a functional performance blend of L-theanine for focus and tart cherry for muscle recovery. All Main Event ingredients are chosen to support daily performance and sustained, long-lasting energy.
“At the UFC PI, our entire mission is built around optimizing human performance through evidence-based sports science,” said Dr. Duncan French, Senior Vice President of the UFC Performance Institute. “When we set out to develop Main Event, we refused to create a standard protein bar. Every macro, every gram of fiber, and every functional ingredient was intentionally selected and rigorously vetted for fuel that genuinely moves the needle for human performance.”
“Our goal was to eliminate the compromises consumers have to make between a protein bar with excellent macros, functional benefits, and a great taste,” said Jordan Jedeikin, EVP of Business Development at FoodStory Brands. “By collaborating with UFC PI’s experts, we didn’t just create a high-protein snack, we built a comprehensive daily performance tool. Main Event delivers exceptional macros and targeted benefits so that everyday consumers can fuel their bodies exactly like world-class athletes.”
Main Event protein bars are available for purchase now at maineventprotein.com and at retailers beginning this fall, including Hy-Vee, Wegmans, Jewel Osco, and Smith’s Food and Drug.
About UFC®
UFC® is the world’s premier mixed martial arts organization (MMA), with more than 700 million fans and approximately 370 million social media followers. The organization produces more than 40 live events annually in some of the most prestigious arenas around the world while distributing programming to an estimated 1 billion broadcast and digital households across 210 countries and territories. UFC’s athlete roster features the world’s best MMA athletes representing more than 75 countries. The organization’s digital offerings include UFC FIGHT PASS®, one of the world’s leading streaming services for combat sports. UFC is part of TKO Group Holdings (NYSE: TKO) and is headquartered in Las Vegas, Nevada. For more information, visit UFC.com and follow UFC at Facebook.com/UFC and @UFC on X, Snapchat, Instagram, and TikTok: @UFC.
About the UFC Performance Institute
The UFC Performance Institute (UFC PI) is the world’s first mixed martial arts multi-disciplinary research, innovation and performance center. The UFC PI is equipped with a full-time staff of experts in the fields of strength and conditioning, nutrition, and physical therapy, with a designed focus on providing athletes with world-class performance optimization. The first facility opened in Las Vegas in 2017, followed by additional locations in Shanghai in 2019 and Mexico City in 2024. All UFC PI services are offered at no cost to UFC athletes. For more information on the UFC Performance Institute, please visit ufcpi.com.
About FoodStory Brands
FoodStory Brands, founded in 2015, is an award-winning family-owned and operated consumer packaged goods company (CPG) based in Phoenix, Arizona with regional satellite offices across the country. Passionate about finding and developing new food and beverage products, the company specializes in building challenger brands that create disruption and revitalize categories. The company has built and scaled national brands like Fresh Cravings and has won over 100 awards for product innovation, packaging design, marketing campaigns and food licensing programs. In addition to Main Event, the team has curated and launched two other new national brands in Mad Genius and Upper Cut. FoodStory Brands brings to life compelling stories with iconic global brands like award-winning Yellowstone Authentic Cowboy Cuisine, among many others. Beyond brand building, FoodStory Brands is deeply invested in giving back to its communities, consistently dedicating volunteer hours and financial resources to local and national nonprofits. To learn more about FoodStory Brands, visit www.foodstorybrands.com.
About IMG Licensing
IMG Licensing is the global leader in brand licensing, managing licensing programs for the world’s best-known brands and trademarks. With over 25 offices worldwide, IMG Licensing provides a unique one-stop-solution for innovative brand growth across a diverse portfolio of clients from business, entertainment, fashion, food, gaming and sports. IMG Licensing is part of WME Group, a global network of businesses that represent the world’s leading talent, intellectual property, and brands. For more information, visit imglicensing.com.
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