17 Sep 2007


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Fayrefield Foods Launches new company

Source : Fayrefield Foods
Fayrefield Foods, the UK's largest independent dairy company, has added a new arm to its group with the aim to develop a range of functional drinks, initially for the sports sector.

Named Nutriceut Limited, the new business will draw on Fayrefield’s 25 years experience within the food and dairy industry to create innovative products that have wide reaching appeal, far beyond the niche associations similar products tend to have with body building.

Featuring an exciting range of whey based products, the first collection, under the name Pwrtek, aims to highlight the advantages of protein supplementation to a mainstream audience, engaging the whole sector of people who regularly undertake exercise and wish to get the maximum benefits from their activity.

Part of this range is an exciting new product formulated exclusively for exercising and health conscious women. Called Refine, it has been designed to deliver an appropriate level of protein per serving together with calcium and a prebiotic for improved digestion, perfectly suited to the typically smaller body frame of women.

Completing the Pwrtek range is Define, Energise and Repair. Ideal for those looking to develop muscle size and strength, Define delivers a significant quantity of protein to define muscle.

Energise is perfect for those who want to prolong activity and exercise through its combination of protein and carbohydrates to create an endurance formula.

Designed as a post-workout recovery drink, Repair offers enhanced levels of Glutamine to directly assist protein synthesis and glycogen storage, helping to reduce the recovery period between exercise sessions.

Colin Jardine, Chief Executive of Nutriceut Limited, says: “There are many protein supplements on the market which tackle the body building sector, but very few that appeal to general consumers. The Pwrtek range is especially formulated to fill this gap and to introduce new users to the benefits of an easy to drink protein source.

“We especially wanted to target the female market with a product that worked in conjunction with their bodies, something that existing products aimed at the male market couldn’t achieve. Refine is a unique option for women who want to make the most of their hard work, and have previously been unable to.

“Research shows that if you take part in regular exercise, sports drinks such as Pwrtek can help you to achieve a higher performance level. If you are working out hard you’d have to eat a great deal to gain the levels of energy at the correct ratio of proteins, carbohydrates and vitamins and minerals for optimum performance. Pwrtek makes it easy to get the combination right, and the drinks are very convenient as they can be taken at home, at work, or on the go.”

Pwrtek will be officially launched at Leisure Industry Week on 25th-27th September at the NEC in Birmingham. To find out more, visit Pwrtek at stand 2043 in Hall 17.

The Pwrtek range is sold in 1 and 2kg packs, and is available in 3 flavours: chocolate, strawberry and vanilla. It retails at: £21.99 for 1kg and £39.99 for 2 kg.

The women’s version – Refine, is available in vanilla and strawberry only.

New products to be launched by Nutriceut Limited over the coming months include a ready to drink version of Pwrtek and a new rehydration formula which is scientifically proven to be more effective than taking water, or even sports drinks, post-exercise.

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