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GNC & Shadow Beverages to Develop RTD Product Line

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By: Sean Moloughney

Editor, Nutraceuticals World

Looking to serve a broader, more diverse audience of active consumers, GNC Holdings, Inc., Pittsburgh, PA, has entered an exclusive licensing agreement with Shadow Beverages and Snacks, LLC, Tempe, AZ, the producer and distributor of Ironclad Energy + Hydration and No Fear Energy drinks. Under the terms of the agreement, Shadow Beverages and Snacks will produce a line of ready-to-drink products that it will market under the GNC brand.

Shadow Beverages will develop, produce, market and sell drinks under the GNC Live Well trademark for sale across a wide range of retail outlets. These products will be developed and produced in collaboration with GNC. It is anticipated that the first products developed under the agreement will go into distribution in the third quarter of 2011.

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