How to get Muhammad Ali's G.O.A.T.


(FORTUNE Magazine) -- Muhammad Ali once shilled potato chips, but now he wants to knock out obesity with a line of reduced-calorie snacks called G.O.A.T. - a nod to his self-chosen nickname as the "greatest of all time." The "vitamin-powered energy" chow is Ali's venture with candy giant Mars and branding firm Arnell Group, whose clients include Samsung and Home Depot (Charts). "Everything Muhammad did was about keeping the body healthy," says his wife, Lonnie Ali. "Hopefully G.O.A.T. will inspire people to think about what they're eating."

The fruit bars, chips, and crunch mixes weigh in at 150 calories or less per package and come in flavors like Thrill-a Dill-a, Holy Guacamole, and Who's the Mango, the champ's personal favorite. Sold in futuristic-looking packets shaped like boxing gloves and heavy bags, the snacks are calibrated for six different energy "rounds." (A round-four fruit bar is a "power-up" food, with 20% of the daily recommended value of vitamins A, C, and E.) Ali has plenty of competition. Research firm Packaged Facts says 91 low-calorie snack products debuted in 2005 alone. To stand out, Mars is rolling out G.O.A.T. slowly, and focusing on the college crowd. It arrived at select campuses on Jan. 17 (Ali's birthday) via Barnes & Noble (Charts) bookstores. The champ already has one powerful vote of confidence: Google's (Charts) been serving the snacks in its offices since December.  Top of page