FRS Healthy Energy products provide a blend of nutrients that extend the body's natural energy. That boost comes from quercetin, an antioxidant found in foods such as blueberries, apples and grapes. Quercetin, combined with a host of essential vitamins, enables FRS to enhance the body's energy system to keep the drinker energized and focused, [image-nocss] the company said.
Building on the popularity of FRS Pomegranate Blueberry chews, the new Lo Cal Citrus Pomegranate ready to drink cans give consumers the same flavor in a premixed drink form. FRS Lo Cal Citrus Pomegranate RTD cans offer sustained energy with 325mg of quercetin with 25 calories.
Additionally, for consumers who are healthy, active individuals and often on-the-go, new Pineapple Mango soft chews give them yet another grab-and-go way to sustain energy throughout the day. Simple to unwrap, eat and easily packed in a backpack or gym bag, one serving, two chews, contains 250mg of quercetin. FRS Pineapple Mango soft chews come in 30-count and four-count bags.
In other FRS news, the Foster City, Calif.-based company has kicked off a new campaign touting the endurance-boosting properties of its "healthy alternative" to traditional energy drinks, FRS, reported Brandweek. The $30 million-plus effort is also backed by endorsements from famous athletes, including Lance Armstrong who sits on the brand's board.
FRS, which stands for Free Radical Scavenger, has been sold in retail channels for two years and comes in four forms: beverage, chew, powder and concentrate.
The campaign, dubbed "Be More," promotes the brand's scientific and professionally endorsed roots, the publication said. Armstrong, for example, is a longtime consumer, it said.
"FRS healthy energy is a more consistent, sustained type of energy.... You don't get a spike and a valley afterwards," Armstrong said in one web video on FRS's site. "Five minutes later you feel strong, fifteen minutes later you feel strong, an hour later you still feel strong. I don't need to go through my day constantly seeking another drink just to get me going again."
The effort includes digital and point-of-sale (POS) components, as well as direct-response TV testing in June, the report added. It will feature real-life athletes that use the product. The target audience is "healthy, active" people who seek endurance benefits "grounded in real science," CEO Maigread Eichten said.
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