TRUBAR and Cha Cha Matcha Launch Matcha Protein Bar and Café Menu

Miami – September 18, 2026 -- Protein bar brand TRUBAR and matcha café chain Cha Cha Matcha have launched a joint collaboration bringing a new limited-edition matcha protein bar, a custom café drink and a protein-boosted cold foam to stores and select café locations.

The Love You So Cha Cha Matcha bar pairs white chocolate with matcha notes.

The new bar delivers 12 grams of plant-based protein and 12 grams of fiber, coated in white chocolate with sweet green tea matcha flavoring. It fits into TRUBAR's existing lineup of 100% plant-based, gluten-free, dairy-free, soy-free and seed oil-free bars.

A PB&J-inspired matcha drink and protein cold foam hit the café menu.

Cha Cha Matcha locations will offer a limited-edition PB&J Matcha drink based on TRUBAR's Get in My Belly, PB & Jelly flavor, which the company says grew 113% year over year in retail and now makes up nearly 10% of TRUBAR's year-to-date sales. A TRUBAR Protein Cold Foam add-on will also be available on any drink at participating locations.

A launch event hits NYC's Flatiron district on September 19.

The event at Cha Cha Matcha's Flatiron café will feature an appearance by food and lifestyle creator Kit Keenan. The first 50 guests in line will receive limited-edition merchandise and a chance to sample the new menu items and bars, with select guests finding a golden ticket redeemable for a year of free TRUBAR bars, one box per month. A limited run of collaboration T-shirts and pouches will also be sold while supplies last.

The Bar Method offers free classes tied to the launch.

From September 19 through September 27, TRUBAR is partnering with The Bar Method to offer a complimentary drop-in class for two at participating New York City studios, including Cobble Hill, NoHo and Williamsburg. Customers can redeem the offer with the promo code SIPSNACKSHAKE at checkout.

Availability is limited to select markets and platforms.

The Love You So Cha Cha Matcha bar will be sold 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 PB&J Matcha drink will only be available at Cha Cha Matcha cafés for a limited time.