CTRL, the fast-growing meal replacement and functional food brand, launched a new partnership with Belong Gaming Arenas, a subsidiary of global esports and technology company Vindex, that will make its Meal On-The-Go Bars available for purchase at all Belong gaming centers in the United States. The collaboration enables CTRL to increase its retail footprint, boost wellness promotion, and continue its quest to build a healthier gaming community.

“The younger generation of gamers can change the deep-rooted belief that gaming is synonymous with poor nutrition and unhealthy eating habits, and that starts with focusing on healthier alternatives at an early age,” said Skyler Johnson, co-founder of CTRL. “By partnering with Belong to get our bars in every arena, we can give children, families, and the gaming community easy access to nutritious options that will help form healthy eating habits that lead to healthier lifestyles.”

Belong has been delivering grassroots esports experiences since 2016, connecting communities of gamers through a collection of experiential gaming centers and a digital platform. Belong has dozens of arenas across the UK and US where gamers of all levels can watch competitions, play the most popular game titles against or alongside friends, or compete in local esports tournaments.

“Our customers come to Belong for an authentic gaming experience, and that shouldn’t be limited to the games they play and the equipment they use,” said Bradley Smith, Director, Merchandising & Partnerships at Belong Gaming Arenas. “These bars were developed by pro gamers who sought to address a real health concern in the gaming community. By bringing these products into our arenas and introducing current and future generations of gamers to healthier options, we can instill healthy habits, enhance wellness promotion, and, ultimately, change the narrative.”

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The Meal On-The-Go Bars currently come in two flavors – Chocolate Chip Cookie Dough and Magic Charms – and both will be sold at all U.S. Belong Gaming Arenas. Each bar has 15 grams of premium whey protein, 240 calories, 27 grams of healthy carbohydrates, and nine grams of fiber.

In celebration of this collaboration, all Belong Legends – monthly unlimited subscribers – will receive 10 free bars when they sign up or renew their membership for September. CTRL will also be presenting sponsor of upcoming competitive programming across Belong U.S. arenas this fall.