PHOENIX -- Retailers throughout Arizona and Nevada including QuikTrip, Terrible Herbst, Frys, Bashes, Southwest Convenience and ampm are now carrying Shadow Beverages and GNC Holdings Inc.'s new nutritional, ready-to-drink GNC beverage line.
The GNC beverages are currently available through distribution partners Kalil Bottling, Phoenix, and Nevada Beverage, Las Vegas.
Shadow Beverages is one of the fastest growing independent beverage companies, and GNC Holdings is the nation's largest specialty retailer of health and wellness products.
The new GNC line consists of 14 beverages featuring scientifically advanced nutrition across the Sports Nutrition, Nutritional Waters and Protein Nutrition categories. It includes "XP"--extreme performance drinks--designed for the experienced athlete and "Active" beverages formulated to meet the hydration and metabolic needs of everyday fitness enthusiasts.
"We are thrilled to introduce this new nutritional GNC beverage line. Our development team worked closely with Shadow Beverages for nearly a year reviewing hundreds of formulations to ensure the highest quality final products," said Tom Dowd, executive vice president of store operations and development. "Our relationship with Shadow Beverages allows the GNC brand to continue to offer active consumers new products they can trust to help them "live well" beyond GNC's own retail and online outlets."
George Martinez, president of Shadow Beverages, said, "Our partnership with these distributors gives the new GNC beverage line great access to many channels of business. Thus far, sales have exceeded our expectations, and we couldn't be more pleased with the level of in-market execution from Kalil Bottling and Nevada Beverages sales teams. We anticipate additional distribution partners to be introduced across many states in the coming months."
GNC and Shadow Beverages entered into a licensing agreement in 2011 to redefine beverage functionality and nutrition. Under this licensing agreement, Shadow Beverages will continue to produce, market and sell drinks under the GNC Live Well trademark for sale across a wide range of retail outlets. These products will continue to focus on the strength of the GNC brand.
IMG Licensing serves as GNC's exclusive licensing agent and represented it in the licensing agreement with Shadow Beverages.
Shadow Beverages is a functionally focused allied brand company, founded in 2008 with a mission of building a portfolio of beverage and snack consumer products in the "better for you" and nutritional categories. It is home to beverage and snack brands GNC Beverages, WheyUP, No Fear Energy, Ironclad Energy and Hydration and The American Outdoorsman.
GNC Holdings, Pittsburgh, is a leading global specialty retailer of health and wellness products, including vitamins, minerals and herbal supplement products, sports nutrition products and diet products.
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