Nestle Performance Nutrition and its PowerBar® brand have announced a new co-branded women's energy bar with the Iron Girl® event-based brand. The Athleta Iron Girl Event Series consists of 13 races nationwide, ranging from 10K/5K to half-marathon, duathlon and triathlon. Empowering females of all ages to lead a healthy and active lifestyle, Iron Girl is part of World Triathlon Corporation (WTC), producers of the Ford Ironman World Championship in Kailua-Kona, Hawaii.
"We are excited to announce the launch of the new Iron Girl™ energy bar, as an extension to our long-standing partnership with WTC," said Neel Premkumar, Brand Development Manager for PowerBar®. "This product supports the active lifestyle of adult women, whether training for an event or getting through a busy daily routine."
The all-new Iron Girl Energy Bar has nutrition for the athlete in every woman. Each Iron Girl Bar contains calcium, iron and B vitamins, offering an excellent source of energy in each bite.
Iron Girl Energy Bars are sold at Target® and are available in two flavors - Strawberry & Cranberry and Cocoa Crunch - that have soft and chewy whole grains mixed with real fruit and cocoa.
The new bar launch will be supported by sampling at events in the 2011 Athleta Iron Girl National Series, couponing with a "buy one, get one FREE" offer, and direct mail to Target® customers.
Register on www.powerbar.com/irongirloffer today to receive your own "buy one, get one FREE" coupon, as well as other special offers, access to training tools and expert nutrition advice, and to connect with athletes and trainers.
Vice President of Iron Girl® at WTC, Judy Molnar, commented, "This is an exciting new energy bar developed specifically to support the active lifestyles of women. We know the importance of nutrition and the challenge of balancing all of life's demands with staying active - this bar will help provide women with nutrition on-the-go."
The new Iron Girl Energy Bar will be available starting mid-April in all Target® stores (U.S.A.) for a suggested retail price of $0.99 for a single bar and $4.99 for a multi-pack (six bars).
About Nestle Performance Nutrition
Nestle Performance Nutrition is a business unit within Nestle that has deep expertise in sports nutrition. It markets and sells PowerBar® and Musashi® brand sports nutrition products in more than 30 markets worldwide and is involved in helping athletes perform in races from Ironman to the Tour de France to the New York Marathon. Visit PowerBar.com for more information.
About Iron Girl
Launched in 2004 with just two races, the Iron Girl® Event Series has grown to include 13 events nationwide, varying in distance from 5K to duathlon and triathlon. Iron Girl recently introduced its first half-marathon with plans to expand on the distance in 2012. With the mission of empowering women toward a healthy lifestyle, Iron Girl has celebrated finishers ranging in age from five to 89 years old with an average age of 36. Visit www.irongirl.com, a site filled with training tips, guest columnists and nutrition information, and www.irongirlshop.com, an online store that offers products and accessories to match the active lifestyle of women.