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No Fear Energy Drink-maker buys Whey Up

June 7, 2011
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Shadow Beverages and Snacks LLC, Tempe, Ariz., acquired the Whey Up line of ready-to-drink beverages. The company presently produces No Fear Energy Drinks, Ironclad Energy + Hydration, and GNC-Live Well, Drink Well Beverages.

Whey Up contains 20 grams of whey protein in a non-carbonated, sugar-free energy drink that Founder Erik Rothchild initially created for personal use as a pre-work out beverage.

“By combining the functional elements of an energy drink with 20 grams of whey protein, we think [Rothchild] has done a terrific job of developing a great tasting, multi-functional product,” said George Martinez, president and co-founder of Shadow Beverages, in a statement. “We are confident that there is a larger distribution and consumer market opportunity with the Whey Up line of products, and we are excited to expand the brand’s presence beyond the Southwest territory.”

Rothchild will join the Shadow Beverage team and announced that Whey Up will launch a new packaging design next month.

Last month, Shadow Beverage announced its partnership with GNC Holdings Inc., Pittsburgh, to produce a line of ready-to-drink products under the GNC brand. 

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