Energising the market
announcing today that it will launch two new powdered sports drink
mixes next year.
Nutrition bar pioneer PowerBar is moving into energy drinks, announcing today that it will launch two new powdered sports drink mixes in spring next year.
The company has partnered with coach Chris Carmichael and his training business to develop the PowerBar Beverage System, two drink mixes to be available exclusively through sports retail outlets.
PowerBar Endurance is aimed at intense athletic activity while PowerBar Recovery is targeted at post-workout restoration of muscle glycogen.
The company said it had tackled several problem areas highlighted by consumer research on currently available sports drinks.
"I've found that many athletes using today's sports beverages need to dilute their overly sweet taste, which reduces the drink's carbohydrate concentration and leads to inadequate muscle fueling," said Chris Carmichael, coach to Lance Armstrong. "Also, our athletes reported stomach cramping and bloating when using leading sports drinks during activity."
The first product, PowerBar Endurance, contains a 7 per cent carbohydrate concentration comprised of glucose, fructose and maltodextrin, designed to maximize energy uptake and delivery. It is said to offer the highest sodium content of leading carbohydrate-electrolyte sports drinks, which helps hydration, replaces sodium lost in sweat and can reduce the risk of hyponatremia.
PowerBar Recovery contains an 8 per cent carbohydrate concentration with protein and electrolytes to target the post-exercise 30 to 60-minute recovery window for rapid glycogen restoration and to speed muscle recovery and repair. It contains potassium, magnesium and more than twice the sodium per serving of leading recovery drinks.
Headquartered in Berkeley, California, PowerBar competes head-to-head with Clif Bar, in the US bar market. The brand was bought by Nestle in 2000 and since then has introduced a series of new products targeting different needs including energy bars, protein bars, PowerBar Pria bars for women, Energy Bites and PowerGel energy gels.
PowerBar Endurance will be available in a lemon-lime flavor in single-serve packets for 20-ounce water bottles and in a 900-gram canister with 20, 20-ounce servings. The tangerine- orange flavor of PowerBar Recovery will be offered in a 735-gram canister with 15, 16-ounce servings, and single serve packets.
