TRUBAR and Cha Cha Matcha Launch Limited-Edition Wellness Products

TRUBAR, a female-founded protein bar brand, has partnered with Cha Cha Matcha, a popular matcha café, to introduce a new line of wellness products. The collaboration, which launched on September 19 at Cha Cha Matcha’s Flatiron location in New York City, aims to bring the benefits of matcha and protein together in a way that is both functional and indulgent.

The partnership introduces a limited-edition Love You So Cha Cha Matcha protein bar, which features a white chocolate coating and sweet green tea matcha notes. Each bar contains 12 grams of plant-based protein and 12 grams of fiber, making it a satisfying snack for those looking to combine taste and nutrition. The bar is available at nationwide retailers and at participating Cha Cha Matcha locations.

In addition to the protein bar, the collaboration also includes a limited-edition PB&J Matcha drink and TRUBAR Protein Cold Foam. The PB&J Matcha drink is a twist on the popular TRUBAR flavor, Get in My Belly, PB & Jelly, and is now available at Cha Cha Matcha locations for a limited time. The TRUBAR Protein Cold Foam can be added to any drink at participating Cha Cha Matcha locations, providing an extra protein boost.

To celebrate the launch, TRUBAR and Cha Cha Matcha hosted an event at the Flatiron location. The first 50 guests received limited-edition merch and a ticket to try the new menu items and Love You So Cha Cha Matcha bars. Select guests also had the chance to find a golden ticket redeemable for a year of free TRUBAR, including one box of bars per month. A limited quantity of collaboration T-shirts and pouches were available for purchase while supplies lasted.

The partnership reflects a growing trend where consumers are looking for products that offer both functionality and indulgence. TRUBAR’s founder and CEO, Erica Groussman, stated, "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. That's what made Cha Cha Matcha such a natural partner for us."

Cha Cha Matcha’s CEO, Sam Serruya, added, "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."

The collaboration extends beyond the café and into consumers’ fitness routines. TRUBAR is teaming up with The Bar Method to offer fans a complimentary drop-in class for themselves and a best friend from September 19 through September 27 at participating Bar Method studios in New York City. Guests can use the promo code SIPSNACKSHAKE at checkout to redeem the offer, encouraging consumers to grab a matcha, grab a bar, grab a friend, and head to class together.

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 on TRUBAR.com and Amazon. The exclusive PB&J Matcha will be available at Cha Cha Matcha locations for a limited time only.