News

PowerBar is rebranding its image for greater mass appeal

BY Michael Johnsen
EMERYVILLE, Calif. – PowerBar is undergoing a massive relaunch to pledge to athletes worldwide that it is back and ready to power and inspire the athlete in everyone once again, the company announced Tuesday. Without losing sight of its strong sports heritage, the brand is in the midst of a transformation, which includes new products and refreshed packaging. 
 
"Sports have evolved. Athletes have evolved. And now, after a long slumber, PowerBar has evolved," stated Doug Cornille, PowerBar VP marketing. "For a long time, our products did not meet what athletes wanted. We're changing that, and are improving all of our products to meet consumer demands for the right macronutrients, lower sugar, whole food ingredients, easy-to-understand labels, and superior taste. As you'll soon hear, 'Welcome to the new us.'"
 
A redesigned website will also accompany a new digital campaign, event activations and athlete sponsorships.  
 
Earlier this year, the brand debuted a new protein shake and launched a new line of reduced sugar protein bars. New Simple Fruit Energy Food, a real fruit puree, will hit stores next to the sports gels in April with additional nutrient-dense foods rolling out in 2016 and beyond.
 
Showcasing a more approachable personality, the brand's first advertising campaign in recent years is set to launch in April. The campaign will demonstrate the brand's new outlook and show that PowerBar is no longer exclusively for the marathoner or triathlete. Instead, PowerBar is for soccer, football and basketball players, as well as skiers, surfers, kayakers, spin cyclists, cross trainers, kickboxers, spike ballers, urban parkours, and all other active players in the sports world. 
 
 
 
 
keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
News

CVS Health receives URAC Specialty Pharmacy accreditation

BY David Salazar
WOONSOCKET, R. I. — CVS Specialty, the specialty pharmacy of CVS Health, announced Tuesday that it had been accredited by URAC, the Washington, D.C.-based organization that establishes standards of quality for the health care industry. 
 
"Receiving accreditation from URAC demonstrates our commitment to providing high-quality care to patients served by CVS Specialty," CVS Specialty president and CVS Health EVP Dr. Alan Lotvin said. “At CVS Specialty, we are focused on providing quality care that supports the whole patient throughout their treatment journey. We not only make it easier and more convenient for patients to get started on a specialty therapy, but our expert clinicians also provide clinical support and insurance guidance. As a result, patients are more likely to take their specialty medicine as prescribed and also report high satisfaction with the service they receive.”
 
The accreditation program evaluated CVS Specialty based on organizational standards, which include pharmacy care, specialty drug and patient management, pharmacy operations and the company’s customer service, communications and disclosure standards. 
 
“We applaud CVS Health on achieving URAC Specialty Pharmacy Accreditation,” URAC president and CEO Kylanne Green said. “In today's healthcare market, URAC accreditation provides a mark of distinction for organizations to demonstrate their commitment to quality healthcare.”
keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
News

FDA warns 7 manufacturers against marketing methylsynephrine as dietary ingredient

BY Michael Johnsen
SILVER SPRING, Md. – The Food and Drug Administration last week sent out seven warning letters to companies marketing the ingredient methylsynephrine (also called Oxilofrine and p-hydroxyephedrine) as a dietary ingredient. According to the agency, methylsynephrine is not a dietary ingredient as defined by the Federal Food, Drug and Cosmetic Act. 
 
"We request that you take prompt action to correct the violation cited above, as well as any other violations associated with your … product or other products marketed by your firm that list methylsynephrine as a dietary ingredient in the labelingm," the agency stated in each of the letters. "It is your responsibility to ensure that your firm complies with all requirements of federal law and FDA regulations."
 
FDA threatened to seize any methylsynephrine product still marketed for sale. 
 
The warning letters were welcomed by the Council for Responsible Nutrition, which represents dietary supplmement manufacturers and suppliers.
 
“We applaud FDA for taking action against companies breaking the law and potentially putting consumers at risk," stated Steve Mister, president and CEO. "Selling products that list methylsynephrine as a dietary ingredient is illegal because the ingredient, also known as oxilofrine, has not been subjected to the New Dietary Ingredient notification process, a requirement under the law," he said. "Responsible marketers and manufacturers of supplements who compose the mainstream dietary supplement industry are in lockstep with FDA when it comes to enforcing the law and protecting the safety of their consumers, and we strongly urge the companies that received these warning letters — and any others that may be selling this illegal ingredient — to heed the agency’s warning immediately."
 
Consumers should not use products containing methylsynephrine, oxilofrine, or p-hydroxyephedrine, Mister added. 
 
 
 
 
 
keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?