DALLAS -- 7-Eleven Inc. locations on the West Coast will carry FRS, New Sun Nutrition's patented free-radical scavenging (FRS) ready-to-drink healthy energy beverage.
The newly inked deal supports New Sun Nutrition's national distribution growth plans. Aggressively growing the convenience store shelf placement of the FRS drink is a major priority for New Sun Nutrition in 2007, it said. This distribution deal with 7-Eleven will help build inroads for the FRS brand to the West Coast population base of consumers wanting a healthier alternative to the high-sugar [image-nocss] and high-caffeine energy drinks on the market, the company added.
As we continue expanding our national distribution program, working with the largest convenience store chain is a step in the right direction, said Debbie Wildrick, vice president of sales at Santa Barbara, Calif.-based New Sun Nutrition. 7-Eleven has recognized the market opportunity and consumer demand for a healthy beverage alternative and is helping FRS rapidly extend its retail shelf presence on the West Coast.
Michele Little, energy drink category manager for Dallas-based 7-Eleven, said, We believe that functional beverages are a segment our customers will be looking for. We want to offer them products that meet their needs, and FRS is perfect for that.
FRS's formula combines antioxidants, like quercetin and green tea catechins, with essential vitamins and metabolic enhancers to provide a sustained, healthy energy boost and long-term antioxidant health protection.
FRS, the winner of the 2007 World Beverage Congress' Best Health Initiative award, is endorsed by Lance Armstrong and supports the Lance Armstrong Foundation as a corporate partner, the company said. FRS is also an official sponsor of the Discovery Channel Pro Cycling Team.
Cans of FRS are currently available at grocery, convenience, nutrition and health food and bike stores on the West Coast. Also, all FRS products are available on the company's web site for consumers preferring convenient home delivery.
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