FOSTER CITY, Calif. -- The FRS Co., a developer and distributor of healthy energy beverages and wellness products, has announced the appointment of Richard Libonate to the position of general manger of retail sales, reporting to Maigread Eichten, President and CEO.
In his new role, Libonate is responsible for the ongoing development and growth of The FRS Co.'s retail channels and sales. He aims to extend FRS Healthy Energy's reach into new regions, retailers and distribution channels while continuing to further The FRS Co.'s mission of providing a healthy energy alternative, the company [image-nocss] said.
Libonate has more than 26 years of consumer packaged goods (CPG) experience with an extensive background in beverages both domestically and internationally. Prior to joining The FRS Co., he served as vice president of convenience sales for Cadbury Adams USA, a subsidiary of Cadbury Schweppes. There, he was responsible for the sales and marketing of products to the convenience channel, totaling more than $400 million for brands such as Trident, Dentyne, Halls, Swedish Fish, Bubblicious and more.
Before becoming a vice president at Cadbury Adams USA, Libonate held the vice president of retail sales and international sales position for the Snapple Beverage Group, also a subsidiary of Cadbury Schweppes.
His beverage career also includes past prominent positions with companies and brands such as The Stroh Brewery Co., A&W and Coca-Cola.
"We are pleased to welcome Rich to the team at FRS," said Eichten. "Rich has a superior track record of excellence in building, marketing and extending brands and blazing new business channels."
Currently, Libonate serves as a member of the board of the National Association of Convenience Stores (NACS) and has been an active member of the association for more than 20 years.
The product portfolio of The FRS Co., Foster City, Calif., includes the FRS Healthy Energy drink, a scientifically formulated supplement featuring the powerful antioxidant quercetin—designed to boost energy, enhance performance and help neutralize free radicals before they can cause cellular damage. FRS, which stands for the scientific terms "Free Radical Scavenger," contains a patented combination of flavonoid antioxidants, essential vitamins and metabolic enhancers. The key flavonoid is quercetin, an antioxidant typically found in the skins of apples, onions and red grapes. Catechins extracted from green tea leaves also play an important role in the FRS Healthy Energy formula.
FRS ready-to-drink cans are currently available through Amazon.com, GNC stores nationwide and at select grocery, convenience, health food and bike stores.
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