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PowerBar Beverage System

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By: Sean Moloughney

Editor, Nutraceuticals World

At the 2003 annual Interbike International Bicycle Expo, PowerBar, Berkeley, CA, said it will now also quench athletes’ thirst. The energy bar creator has partnered with Carmichael Training Systems, Colorado Springs, CO, and world-re­nowned coach Chris Carmichael to introduce the PowerBar® Beverage System, which includes two new powdered sports drink mixes designed to maximize hydration, energy delivery and recovery for athletes. The PowerBar Beverage System combines the latest sports nutrition research with the practical knowledge of Chris Carmichael, Carmichael Training Systems’ coaching staff and PowerBar’s stable of Team Elite sponsored athletes. PowerBar Endurance offers the hydration and muscle fuel delivery needed during intense athletic activity, while PowerBar Recovery provides post-workout restoration of the muscle glycogen that is depleted during exercise. Offering a light, crisp, citrus taste, the PowerBar Beverage System will be available to consumers exclusively via sports retail outlets in Spring 2004.

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