Kate Farms, the creator of Komplete Ultimate Shakes, signed a personal endorsement deal with teen racecar driver Tristan Nunez. In his first race of the partnership, Nunez won the Prototype Challenge race in Baltimore as part of the American Le Mans Series on Sept. 1, making him the youngest driver to claim a victory in the series.
Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage analyst at Chicago-based market research firm Mintel.
The Coca-Cola Co., Atlanta, plans to host events for fans of all ages in the company’s hometown during the 2013 National Collegiate Athletic Association (NCAA) Men’s Final Four weekend, which also is taking place in Atlanta. Coke Zero, the official fan refreshment of the NCAA, and Powerade, the official sports drink of the NCAA, will be the dominant players in the company’s celebrations, it says.
Cytosport, the Benicia, Calif.-based parent company of Muscle Milk and Muscle Milk Light, launched Muscle Milk Light Peach Mango in 14-ounce ready-to-drink bottles. Peach Mango is the first Muscle Milk Light beverage option to be naturally flavored and sweetened with stevia, monk fruit and cane sugar, the company says.