The partnership centers on the "Love You So Cha Cha Matcha" protein bar, a plant-based snack featuring a white chocolate coating and green tea notes. Each bar packs 12 grams of protein and 12 grams of fiber. The collaboration extends to physical café locations in New York and Los Angeles, where patrons can order a PB&J Matcha drink—inspired by a top-selling TRUBAR flavor—and customize their beverages with a new TRUBAR protein cold foam.

Erica Groussman, founder of TRUBAR, and Sam Serruya, CEO of Cha Cha Matcha, framed the alliance as a response to consumers who demand functional benefits without sacrificing flavor. The "Get in My Belly" PB&J bar, which serves as the inspiration for the new drink, has seen a 113% year-over-year sales increase, signaling strong consumer appetite for dessert-inspired ingredients.

To mark the launch, a September 19 event at the Cha Cha Matcha Flatiron location in New York will feature creator Kit Keenan, limited-edition merchandise, and a golden-ticket giveaway for a year’s supply of bars. Beyond the café, the brands are partnering with The Bar Method to offer complimentary fitness classes in New York City from September 19 through September 27. The limited-edition bars are currently available at nationwide retailers, while the specialty drinks remain exclusive to select café locations.