New Sun Nutrition Changes Name to The FRS Co.

New Sun Nutrition Changes Name to The FRS Co.

SANTA BARBARA, Calif. -- New Sun Nutrition Inc., a developer and distributor of healthy beverages and nutritional supplements, has changed its corporate name to The FRS Co. to better align the company with the brand's FRS (Free Radical Scavenger) product line of ready-to-drink cans, concentrate, powder and chews.

The corporate name change better positions the Santa Barbara, Calif.-based company as a consumer-focused brand and follows a recent series of announcements including $25 million in Series A funding, a national distribution deal with GNC and Lance Armstrong's appointment to the [image-nocss] company's board.

And last week, the company announced a distribution deal with Dallas-based 7-Eleven Inc. for the retailer to carry the drink at locations on the West Coast.

Whereas other products in the space rely on highly elevated amounts of sugar and caffeine to give consumers an energy boost, FRS uses an active blend of antioxidants and vitamins. As a result, FRS offers a healthy alternative, and with its scientifically developed formula of antioxidant and vitamin-based energy, can bring long-term health benefits for consumers without the crash common in other energy products on the market, according to the company.

FRS is an official sponsor of the Discovery Channel Pro Cycling Team and a corporate supporter of the Lance Armstrong Foundation.

FRS ready-to-drink cans are currently available through, GNC stores nationwide, and at select grocery, convenience, health food and bike stores.