TRUBAR, the plant-based protein bar brand distributed across more than 32,000 retail doors, is rolling out a limited-edition flavor co-developed with cult matcha café chain Cha Cha Matcha — a move that pushes the better-for-you snack bar further into foodservice and experiential retail channels.

The Love You So Cha Cha Matcha bar features a white chocolate coating with sweet green tea matcha notes, 12 grams of plant-based protein, and 12 grams of fiber. The SKU will be available at all Cha Cha Matcha locations in New York City and Los Angeles, as well as on TRUBAR.com and Amazon while supplies last — positioning it as both a c-store-adjacent impulse buy and a direct-to-consumer play.

Café Channel Extension

Beyond the bar itself, the partnership plants TRUBAR inside the café occasion in two additional formats: a limited-edition PB&J Matcha drink and a TRUBAR Protein Cold Foam available as an add-on to any beverage at participating Cha Cha Matcha locations. The cold foam format in particular mirrors a tactic gaining traction in foodservice-adjacent snack programs, where protein fortification is being layered onto existing menu platforms rather than introduced as a standalone product.

The PB&J Matcha drink is built around TRUBAR's Get in My Belly, PB & Jelly flavor, which the brand reports grew 113% year over year in retail and now represents nearly 10% of total brand sales year to date. Translating a top-velocity retail SKU into a limited-time café format is a channel-expansion play that lets the brand test foodservice velocity without committing to a permanent menu slot.

Protein Trend Context

The collaboration lands as protein content has become one of the most prominent purchase drivers across the better-for-you snack bar category, with NACS data consistently showing energy and nutrition bars among the top growth segments in c-store center-of-store. For operators stocking the bar set, matcha as a flavor profile has moved well beyond specialty health stores into mainstream convenience — a shift reflected in its growing presence on quick-service menus and in ready-to-drink formats.

"We loved bringing their beloved matcha flavor into the world of TRUBAR, giving our communities the chance to experience familiar flavors in a totally different way," said Erica Groussman, Founder and CEO of TRUBAR. Sam Serruya, CEO of Cha Cha Matcha, framed it similarly, noting the shared focus on great product and creativity.

A launch event at Cha Cha Matcha's Flatiron location in New York City on September 19 will feature limited-edition merchandise, a golden-ticket giveaway for one year of free TRUBAR (one box per month), and a tie-in with The Bar Method fitness studios in Brooklyn and lower Manhattan through September 27.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.