PowerBar Branding Ironman Beverages

FLORHAM PARK, N.J.The global partnership between Ironman and Nestlé's PowerBar® brand has gone one step further, as the World Triathlon Corp. will develop a line of Ironman branded sports drinks as part of an exclusive licensing and product sponsorship agreement. The drinks will include PowerBars C2MAX carbohydrate blend; three flavors of the Ironman PERFORM RTD beverage will be launched in June 2010. PowerBar is already the official global supplier of bars and energy gels to the 70.3 and Ironman events.

We have a fundamental goal and shared mission with Ironman, which is to help athletes perform at their best, said Phil Annett, global business head at Nestlé Performance Nutrition. Applying the latest sports science to get the right balance of performance benefits, taste and stomach comfort in the new Ironman PERFORM sports drink was a long yet essential development process designed to help athletes achieve optimum performance.

The C2MAX carb formula was developed by Nestlé scientists and has been found in published research to increase exercise performance and fluid delivery while reducing perceived exertion following exercise. Follow-up studies on the formulation are underway at the University of Birmingham, Ala., with the goal of extending Nestlés reach in the sports arena. Nestlés PowerBar division supports the PowerBar Team Elite ambassador program, which includes professional athletes and local educators. Many of the Team Elite athletes provided input during the PERFORM product development process.