BikeBiz Bicycle and cycling retail news
The Haute Route has confirmed a two-year partnership with sports nutrition brand PowerBar. PowerBar products will now be available at every feed station along the course on each Haute Route stage.
Andreas Petrik, head of corporate marketing at Active Nutrition International, parent company to PowerBar, said: "The Haute Route delivers a professional experience for amateur cyclists. PowerBar has delivered the same experience for over 30 years at sporting events like the Tour de France and for pro teams like BMC Racing. Enabling amateur cyclists to overcome their limits is one of the core aims of PowerBar products, and the new partnership between PowerBar and the Haute Route is a great fit. We are happy to provide athletes with our trusted energy products and support their finish line moments."
Benjamin Chandelier, Haute Route director, added: ”We are excited to welcome PowerBar into our family of partners. They, like us, seek to respond to the best of their ability to the needs of athletes of all levels. The PowerBar products will fuel our riders before, during and after each stage, enabling them to push past their limits throughout the events."
