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Food Licensing: Feel the Power of the MoonPie!

MoonPie brand collaborates with Finaflex and RYSE for the simultaneous national launch of MoonPie Protein products

By Allison Watkinson

TLL Reporter

MoonPies just got better, and better for you, as LMA brokered a deal to bring the brand into the area of functional food products.

Lisa Marks Associates says MoonPie has signed with Finaflex and RYSE for products that bring the brand’s signature flavor, but add nutrition.

“We are thrilled to bring these brands together. MoonPie has delighted generations of Americans and the collaborations with Finaflex and RYSE signal a new era where food can be both fun and functional and taste great,” said Lisa Marks, President of Lisa Marks Associates.

The protein-rich Power Pie is hitting store shelves now, as a partnership between nutrition company Finaflex and the MoonPie brand from Chattanooga Bakery.

The deal with Finaflex sees the partners introducing Power Pie, a new protein snack inspired by the iconic MoonPie.

Power Pie™ is a milk chocolate-covered, non-GMO, super-stacked protein snack built with all-natural ingredients that sandwich two soft & chewy cookies together with a creamy marshmallow filling, delivering 14 grams of FINAFLEX protein in every deliciously powerful pie! Both chocolate and vanilla varieties will be available initially, with more flavors to come.

Finaflex CEO Kyung Kim feels the introduction of Power Pie is a step forward for the company. “Finaflex is ready to show the world how delicious healthy eating can be and, thanks to Chattanooga Bakery and Lisa Marks Associates, a new audience will be introduced to our products,” he said.

Launching at the same time as the MoonPie Power Pie, the RYSE x MoonPie Loaded Protein Powder delivers 25g of protein per serving. LMA says RYSE’s expert flavor formulators created a protein powder that allows consumers to essentially drink their MoonPie in a delicious (and nutritionally dense) shake format.

“Our product captures the nostalgic taste of childhood while packing 25 grams of protein into every serving,” says RYSE founder and CEO Nic Stella.

Power Pie officially launched on July 20, 2022, through specialty distribution channels, and will be available in Walmart, Vitamin Shoppe, and other retailers by mid-August. 

“We are extremely pleased with these collaborations,” said Tory Johnston, VP of Sales and Marketing for Chattanooga Bakery, Inc. “We carefully guard the integrity of our products, which Americans have known and loved for over 100 years.

“With the new Power Pie and Protein Powder products, Finaflex and RYSE have stayed true to the spirit of MoonPie. The excellent synergy between the brands was well-conceived by our Licensing Agency, Lisa Marks Associates.”

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