Khabib Nurmagomedov is one of the UAE’s most popular MMA fighters and forever a part of the country’s rich history when he stepped into the ring in Abu Dhabi.

Known as a strong proponent of healthy eating, the now retired star is launching two new products: a protein bar called Fitroo by Khabib and PH TOP Alkaline Water.

Even if you’re not a fitness person, the Fitroo by Khabib bar is designed to help you keep your high-protein, low-sugar blood sugar at a healthy level.

With a graphic of Khabib in his signature flexing pose while wearing the Russian papakha hat, it is also available in a variety of flavors such as chocolate, banana, cheesecake, caramel and vanilla cookies.

The bar was made without GMOs such as artificial flavors or colors. Throughout the manufacturing process, the product is monitored by an in-house laboratory to ensure that all ingredients are of the highest quality, according to a press release.

The PH Top Alkaline Water is designed to provide you with moisture and to help athletes recover after training by quickly replenishing the loss of salt through intensive training and by strengthening the immune system. It is also said to strengthen bones, provide energy, and improve overall metabolism.

The products are distributed in the United Arab Emirates thanks to Khabib’s new partnership with ENOC Zooms. The company is hoping to expand into the GCC market and maybe at some point in the future we can try some of Fitroo’s granola bars, protein cookies, or protein breakfast cereals.

Khabib graced the cover of Esquire Middle East a few months ago and told us in detail about his future plans after his UFC retirement. Read here.