Collaboration Unites UFC's Performance Institute with FoodStory Brands' Award-Winning Food & Beverage Incubator to Introduce the World's Next Big Performance Nutrition Brand UFC®, the world's premier mixed martial arts organization, today announced a strategic partnership with FoodStory Brands (FSB), an award-winning incubator and disruptive innovator in the consumer-packaged goods (CPG) food and beverage space, to develop and launch a high-performance, nutritionist-backed protein bar for the fast-growing performance nutrition category. The partnership was brokered by UFC's licensing agent, IMG Licensing. [read more]