GHOST launches new protein bars

GHOST, the lifestyle brand that built a movement at the intersection of sports nutrition products, energy drinks, dietary supplements and apparel, has launched its first ever GHOST Protein Bar produced in partnership with General Mills, marking the brands’ second innovation together.

Dropping in three flavours – GHOST Protein Bar Chocolate Caramel, Chocolate Peanut Butter and Choco Chip Cookie Dough – the GHOST Protein Bar brings a layered format that delivers candy-bar flavour.

GHOST Protein Bar marks the next chapter in the brand’s Ready-To-Eat Foods lineup building on the success of GHOST Protein Cereal. Each serving includes two snackable bars per pack, 20g of protein, 2g of sugar and 250–270 calories.

“We know our fans have been eagerly waiting for GHOST to drop a protein bar,” said Dan Lourenco, Co-Founder and CEO of GHOST. “Protein bars have long been a copy-cat, white-label game and we weren’t going to enter the space until we could bring something truly differentiated. For us, protein bars should be fun and even a little indulgent. Our two-stick format is a fresh spin for the US market and that social, shareable twist feels authentically GHOST. Sometimes the coolest innovations are inches, not miles and pairing that upgraded experience with legit macros and nostalgic candy-inspired flavour makes it a winner. Launching a protein bar was the natural next step in our evolution, especially for a brand built on protein and now with a strong grocery and convenience store presence through GHOST Energy.”

Fans have a limited first chance to snag GHOST Protein Bar on ghostlifestyle.com before they roll out at GNC and then expand to mass retailers and grocers across the US in early October. The bars are available in 4-pack (SRP: $9.99) and 12-pack (SRP: $29.99) formats, with a variety pack dropping exclusively on Amazon in 2026. To learn more about GHOST Protein Bar, visit www.ghostlifestyle.com.