Matcha Meets Protein: TRUBAR and Cha Cha Matcha Team Up for a New Kind of Wellness Ritual

• The TRUBAR x Cha Cha Matcha partnership introduces a limited-edition Love You So Cha Cha Matcha protein bar, custom PB&J Matcha drink, and TRUBAR Protein Cold Foam at participating Cha Cha Matcha locations nationwide.
• TRUBAR's Love You So Cha Cha Matcha protein bar pairs a white chocolate coating with sweet green tea matcha notes, bringing Cha Cha Matcha's signature flavor to TRUBAR's dessert-inspired, 100% plant-based protein bars.
• The collaboration launches with an event at Cha Cha Matcha's Flatiron location (NYC) on September 19, featuring exclusive merch, a golden-ticket giveaway for a year of free TRUBAR, and limited-edition collection items while supplies last.
• To extend the TRU Matcha Experience beyond the café, fans can also enjoy a complimentary class at The Bar Method for themselves and a friend.

MIAMI, Sept. 16, 2026 /PRNewswire/ -- Matcha has officially moved beyond a morning pick-me-up, becoming an everyday ritual for a new generation of consumers, while protein has evolved from a fitness-focused ingredient into a part of everyday routines. TRUBAR, the female-founded protein bar brand known for making better-for-you snacking feel indulgent, and Cha Cha Matcha, the cult-favorite matcha café, are teaming up to bring protein and matcha together in a collaboration designed to be functional, craveable and anything but boring. The partnership introduces a limited-edition Love You So Cha Cha Matcha protein bar available at nationwide retailers, along with the PB&J Matcha and TRUBAR protein cold foam, available for a limited time at participating Cha Cha Matcha locations. Now, two brands at the intersection of these cultural shifts are coming together to create a new kind of wellness ritual.

The craveable new TRUBAR flavor, Love You So Cha Cha Matcha, features a white chocolate coating and sweet green tea matcha notes with 12 grams of plant-based protein and 12 grams of fiber, proving that a functional snack can still feel like a treat. Rooted in both brands' shared approach to making better-for-you choices feel exciting and satisfying, the collaboration brings Cha Cha Matcha's signature flavor to TRUBAR's dessert-inspired protein bars, offering wellness-minded consumers a delicious new way to fuel.

And the TRU Matcha Experience doesn't stop at the snack aisle. The collaboration also brings one of TRUBAR's fastest-growing flavors, Get in My Belly, PB & Jelly, to the Cha Cha Matcha menu in a limited-edition PB&J Matcha drink. The TRUBAR flavor has grown 113% year over year in retail and now accounts for nearly 10% of brand sales year to date, making it a natural choice to bring to a new channel and occasion. And for consumers looking to add even more protein to their café ritual, TRUBAR Protein Cold Foam will be available as an add-on to any drink at participating Cha Cha Matcha locations.

"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 partnership reflects a shared understanding of today's wellness-minded consumer: they want products that deliver a functional benefit, but they don't want to sacrifice flavor, indulgence or the cultural experiences that make food and drink exciting. At a moment when protein has become one of the most talked-about ingredients on grocery lists and social feeds alike, the collaboration meets a new wave of consumers looking to make their favorite indulgences work harder for them. By tapping into café culture, the partnership creates a new snacking occasion for TRUBAR and demonstrates how the brand can show up in spaces where consumers are already thinking about wellness & energy.

To celebrate, TRUBAR and Cha Cha Matcha are bringing the TRU Matcha Experience to New York City with a launch event at Cha Cha Matcha's Flatiron location on September 19, featuring a special appearance by food and lifestyle creator, Kit Keenan. The first 50 guests in line at each event will receive limited-edition merch and a ticket to try the new menu items and Love You So Cha Cha Matcha bars. Select guests will also discover 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 will also be available for purchase while supplies last.

To extend the TRU Matcha Experience beyond the café and into consumers' fitness routines, TRUBAR is also teaming up with The Bar Method to offer fans a complimentary drop-in class for themselves and a bestie from September 19 through September 27 at participating Bar Method studios in New York City, including Cobble Hill, NoHo and Williamsburg. 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 NYC and LA, as well as on TRUBAR.com and Amazon, while supplies last. The exclusive PB&J Matcha will be available at Cha Cha Matcha locations for a limited time only.

About TRUBAR

TRUBAR is a female-founded, better-for-you snack brand known for its craveable, dessert-inspired protein bars made with clean ingredients. TRUBAR protein bars are 100% plant-based, gluten-free, dairy-free, soy-free and seed oil-free, delivering a delicious way for consumers to add protein to their everyday routines. Founded by Erica Groussman, TRUBAR has grown rapidly across retail and e-commerce, with products available nationwide at over 32,000 leading retailers and online at TRUBAR.com.

About Cha Cha Matcha
Cha Cha Matcha is shaping the future of matcha culture, bringing together exceptional ingredients, innovative drinks and iconic design to turn matcha into a modern daily ritual. Find Cha Cha Matcha across New York City and Los Angeles. Follow @chachamatcha for more information.
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SOURCE TRUBAR