UFC’s New Protein Bars Have One Of 2026’s Trendiest Ingredients

Sometimes I think that I should launch a protein bar. I’d have absolutely no idea what I was doing, of course – but judging by the fact that we seem to get new varieties coming out every week, the market’s clearly still booming. Maybe this is my chance. Maybe today’s the day it all changes. 

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Anyway, before I go away and ponder that, I bring you protein bar-related news. Hot on the heels of the UK’s biggest protein bar arriving in the US and Takeaways launching a savory protein bar, comes a full-on new protein bar brand. UFC fans, your prayers have been answered (maybe). 

Main Event Protein Bars

UFC has teamed up with FoodStory Brands (which is, according to their press release, a “disruptive innovator”) to create Main Event, an all-new performance nutrition brand. It’s kicking things off with four new protein bars. Main Event bars come in four flavors – Chocolate Crunch, Cookies & Cream, Peanut Butter Chocolate, and Caramel Chocolate Crisp – and all of them have 20 grams of protein each, delivered by milk protein isolate, milk protein concentrate, and whey protein concentrate. They contain five grams of fiber, three grams of sugar, no sugar alcohols, no artificial sweeteners, and no seed oils, as well as L-theanine and tart cherry.

They also have collagen peptides in them – and with that, we see one of 2026’s buzziest ingredients continue to make its mark on the nutrition world. Collagen peptides have been around long before this year, of course, but 2026 has seen them hit the mainstream: Even Aldi is stocking its own version now. If you eat these bars, you too could become a UFC fighter… well, that’s sort of the vibe going on here, at least. 

Protein Bars 2.0

All of this is giving me rich inspiration for my own burgeoning protein bar brand. Main Event’s nutritional profile here is solid, as far as protein bar brands go – and all the extra performance-supporting ingredients are making its ambitions clear. It doesn’t just want to be any old protein bar; it wants to be THE go-to protein bar.

It’s all in the flavor, though – and if you want to see whether it’s stuck the landing or not, Main Event bars will be at retailers like Hy-Vee and Wegmans from this fall onward. You can also find them at maineventprotein.com. I also wouldn’t be surprised if Main Event expands pretty rapidly into other dietary supplements.