TRUBAR, the female-founded protein bar brand known for its dessert-inspired, better-for-you snacks, and Cha Cha Matcha, the matcha café brand, have teamed up for a limited-edition collaboration combining matcha and protein across snacks and beverages. The partnership introduces the limited-edition Love You So Cha Cha Matcha protein bar at retailers, along with the PB&J Matcha and TRUBAR Protein Cold Foam at participating Cha Cha Matcha locations for a limited time.
The new Love You So Cha Cha Matcha protein bar features a white chocolate coating and sweet green tea matcha notes, while providing 12 grams of plant-based protein and 12 grams of fiber. The collaboration brings Cha Cha Matcha’s signature matcha flavor into TRUBAR’s dessert-inspired protein bar format, reflecting the brands’ shared focus on making better-for-you products appealing through flavor and indulgence.
The collaboration also brings TRUBAR’s Get in My Belly, PB & Jelly flavor to the Cha Cha Matcha menu through the limited-edition PB&J Matcha drink. According to TRUBAR, the flavor has grown 113% year over year in retail and now accounts for nearly 10% of the brand’s sales year to date. Consumers can also add TRUBAR Protein Cold Foam to drinks at participating Cha Cha Matcha locations, adding another protein-focused option to the café experience.
“We’re always looking for new ways to create better-for-you snacks that are made with clean ingredients but are still exciting, delicious and something you genuinely look forward to eating,” said Erica Groussman, Founder and CEO of TRUBAR. “That’s what made Cha Cha Matcha such a natural partner for us. 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.”
“Cha Cha has always believed that matcha can be more than a drink. We love partnering with brands that share our obsession with great product and creativity, and TRUBAR felt like a natural opportunity to bring those worlds together in a new way,” said Sam Serruya, CEO, Cha Cha Matcha.
The companies said the collaboration reflects changing consumer preferences for products that combine functional benefits with flavor, indulgence and cultural experiences. As protein increasingly becomes part of everyday food and beverage choices beyond traditional fitness products, the partnership brings protein into a café setting while introducing matcha into a protein-snacking occasion.
To mark the collaboration, TRUBAR and Cha Cha Matcha will bring the TRU Matcha Experience to New York City with a launch event at Cha Cha Matcha’s Flatiron location on September 19, featuring food and lifestyle creator Kit Keenan. The first 50 guests in line will receive limited-edition merchandise and a ticket to try the new menu items and Love You So Cha Cha Matcha bars. Selected guests will also have the opportunity to discover a golden ticket redeemable for one year of free TRUBAR, including one box of bars per month. A limited quantity of collaboration T-shirts and pouches will also be available for purchase while supplies last.
The partnership will also extend into fitness through a collaboration with The Bar Method. From September 19 through September 27, consumers can receive a complimentary drop-in class for themselves and a friend at participating Bar Method studios in New York City, including Cobble Hill, NoHo and Williamsburg. The offer can be redeemed using the promotional code SIPSNACKSHAKE at checkout.
The Love You So Cha Cha Matcha protein bar will be available for a limited time at all Cha Cha Matcha locations in New York City and Los Angeles, as well as through TRUBAR.com and Amazon, while supplies last. The exclusive PB&J Matcha will be available at Cha Cha Matcha locations for a limited time.
