Nestlé to Launch Ironman Sports Drinks
Nestlé Performance Nutrition and its PowerBar brand are extending their longstanding relationship with Ironman to develop and launch a line of new premium Ironman-branded sports drinks. The deal builds on PowerBar's existing global partnership with Ironman and its role as the official global energy bar and energy gel supplier of all Ironman and 70.3 events.
Through the agreement, the companies will introduce new Ironman PERFORM ready-to-drink sports beverage, featuring PowerBar's C2MAX carbohydrate blend.
"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."
President and CEO of Ironman, Ben Fertic commented, "Ironman is the pinnacle of endurance sports and we believe in having the latest tools available for our athletes. As Ironman celebrates its 32nd anniversary, we are excited to offer the world's top athletes a new product that is designed to enhance their training and race day experience."
Through the new agreement, Ironman PERFORM will be the official sports drink for Ironman events in 2010 including Amica Ironman 70.3 Rhode Island, Ironman 70.3 Racine, Rohto Ironman 70.3 Miami, Ford Ironman Lake Placid, Ford Ironman Louisville, Ford Ironman Wisconsin, Ford Ironman Florida and Ford Ironman Arizona. Additionally, both the 2010 Ford Ironman World Championship and Foster Grant Ironman World Championship 70.3 events will include Ironman PERFORM on-course, and the product will be on course at upcoming Aflac Iron Girl events throughout the 2010 season.
"I have been testing out the new Ironman PERFORM sports drink in training and it has a light taste and was easy on my stomach," said Samantha McGlone, Ironman Champion. Ironman Perform is the most convenient way to meet all my hydration and nutrition needs during hard racing and training. It will be key for me to now have its performance-enhancing formula on course when it counts this season."