The Lift Box

A bodybuilding-inspired chocolate bar is returning exclusively for the Olympia Expo. 🏋️‍♂️

Wesley Vissers’ Golden Era HVYWGHT bar combines chocolate, salted caramel, praline pecans, pretzels, and crispy cereal pieces in one stacked creation.

Rather than receiving a wider online release, the signature flavor will only be available to shoppers at the expo.

HVYWGHT is bringing back the Golden Era with a bar built to match its name. 🏆🍫

SOUR STRIPS Appleberry is no longer limited to just one format at GHOST. 👻🍬

The candy collaboration is now available as a pre-workout, creatine powder, and energy drink, bringing the same sour apple and berry profile to both tubs and cans.

Whether it is going into the shaker cup or coming straight from the cooler, GHOST now has an Appleberry option for different parts of the day.

The full GHOST x SOUR STRIPS Appleberry lineup is available now. 🍏

It’s been 25 years since I sat on my couch in western Nebraska, eating breakfast and watching the horrors of 9/11 unfold on TV.

With the time difference, I was watching the Today Show on NBC before school. I remember Matt Lauer and Katie Couric trying to make sense of the first tower being struck. At that point, it wasn’t clear whether it was a tragic accident or an attack.

Then the second plane hit.

Even as a teenager, I knew I was watching something that would change our world forever.

I didn’t know what to say or do. I just sat there. Confused. Sad. Angry. Feeling things I didn’t know how to put into words.

The loss was felt around the world. And in the days that followed, we were united. We grieved together, stood together, and showed up for people we had never met.

Those attacks were one of the main reasons I joined the military six years later. What I watched that morning stayed with me. It still does.

We lost mothers, fathers, sons, daughters, friends, and coworkers. People who went to work that morning expecting to come home. People who boarded a flight. People who ran toward the danger to help others.

And in the wars that followed, more families received news that would change their lives forever.

We owe it to them to remember. Not just today, but every day. To work hard, become better people, and be kinder to one another. To remember the lives they lived and the families who still carry their loss.

25 years ago… but it feels like today.

-Adam, CEO and Founder

Piña Colada is joining the growing flavor lineup for Bucked Up’s Protein Drink. 🌴⚡

Rather than using the usual chocolate or vanilla milkshake profile, the new release takes inspiration from the classic pineapple and coconut cocktail.

The clear and lightly carbonated drink packs 25g of whey isolate protein into a 100-calorie can.

Bucked Up has revealed the flavor ahead of its release, with full availability details still under wraps. 🍍

Collagen is getting a more training-focused approach with Beyond Raw Chemistry Labs. ⚗️💪

Rather than building a long ingredient blend, the formula centers on 5g of clinically studied collagen peptides to support tendon health and joint stability alongside resistance training.

The unflavored powder is gluten-free, sugar-free, and porcine-free, making it easy to mix into water or another daily beverage.

Beyond Raw is giving athletes a simple one-scoop option for adding collagen support to their routine. 🦴

Bo Bassett is bringing his training-day routine into snack form with Max Effort Muscle. 💪🥜

The new bars combine ingredients like pea protein isolate, collagen, peanut butter, date paste, and chicory root fiber in a softer protein snack.

The collection launches with three dessert-inspired choices: Chocolate Brownie, Peanut Butter Fudge, and Cinnamon Swirl.

Max Effort Muscle’s latest athlete collaboration is available now in 12-packs for $33. 🍫🏁

A blueberry lemon muffin is getting a protein bar makeover from JIMMYBAR! ⚡

The newest flavor turns the familiar fruit and citrus bakery combination into a portable snack featuring both protein and collagen.

JIMMYBAR! is highlighting a school-focused rollout for the release, expanding where students can find the growing lineup.

Blueberry Lemon Muffin is officially joining the menu and is available now. 🍋🫐

Bucked Up is reviving six limited-edition pre-workout flavors just in time for spooky season. 🦌🧟

The returning Limi-Dead collection includes Boo Berry and five more seasonal options, each receiving a Halloween-themed release.

The complete lineup arrives September 10, but fans can sign up for an earlier chance to shop the drop.

Send “SPOOKY” through a comment or DM to unlock early access. 🫐

Cookie butter is getting the DREAMWICH treatment in Built Bar’s newest release. 🤎🍪

After teasing the flavor through a string of emojis, Built has confirmed a new protein bar inspired by the popular spiced cookie spread.

The finished bar comes in at 170 calories with 15g of protein per serving.

Built’s latest dessert inspired creation is bringing cookie butter flavor into a more macro friendly snack format. 🧈✨

The grape PB&J is getting a higher-protein freezer aisle update from Jams. 🍇

After launching with Strawberry and Mixed Berry, the brand is expanding with the sweet and slightly tart jelly flavor most associated with the classic sandwich.

The frozen pocket provides 10g of protein, 4g of fiber, and 260 calories, giving the nostalgic combination a more functional twist.

Jams Grape Protein PB&J has now landed at Walmart nationwide. 🥜🛒