Ghost, the lifestyle brand known for its presence at the intersection of sports nutrition, energy drinks, dietary supplements, and apparel, is launching its first protein bar in collaboration with General Mills. The protein bar marks the second collaboration between the two brands.

The Ghost protein bar will be available in three flavors: Chocolate Caramel, Chocolate Peanut Butter, and Choco Chip Cookie Dough. Each bar features a layered format designed to deliver candy-bar flavor with 20 g protein, 2 g sugar, and 250–270 calories per serving. Two snackable sticks are included per pack—a nod to classic candy bars and a first for the category.

“The protein bar space has long been a copy-cat, white-label game, and we weren’t going to enter it until we could bring something truly differentiated,” says Dan Lourenco, co-founder and CEO of Ghost. “Protein bars should be fun and even a little indulgent. Our two-stick format is a fresh spin for the U.S. 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 flavor 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.”

The Ghost protein bar builds on the success of Ghost protein cereal and expands the brand’s ready-to-eat foods portfolio. With this launch, Ghost continues to push the boundaries of flavor, lifestyle, and culture in sports nutrition.

The bars will be available first on GhostLifestyle.com, followed by rollout at GNC and expansion to mass retailers and grocers nationwide in early October. Formats include a 4-pack (SRP: $9.99) and 12-pack (SRP: $29.99), with a variety pack launching exclusively on Amazon in 2026.

Related: Keurig Dr Pepper to acquire Ghost