Arnell behind Muhammad Ali’s G.O.A.T.

I thought Muhammad Ali had better things to do, but he’s putting his reputation behind a line of (admittedly healthy) snacks. The line, called G.O.A.T.—for “Greatest of All Time”—includes fruit bars and something akin to Chex Mix, according to The Columbus Dispatch. For now, the product will be available only at five colleges, including Ohio State. For advertising groupies, what makes this product interesting is not only that it’s being made by Mars Inc., but that Peter Arnell is the “brand guru” behind it. Says Arnell of the limited distribution: “It doesn’t hurt to be a little scarce at first. We’re not a ‘me-too’ product.”