The go-longer bar company of California already sponsors Lance Armstrong and is the official 'sports nutrition partner' of the UCI (no doubt Hein Verbruggen snacks on PowerBars during his daily 100-mile training rides) but has now tied up a deal to feed all the riders in this year's Tour.

PowerBar named ‘official’ energy-bar and gel of the Centennial Tour de France

198 pro-roadies from 22 teams – now all to wear obligatory helmets – will be fuelled by PowerBars and PowerGels.

Lance Armstrong, who has been cycling with PowerBar energy bars since 1993, consumes more than 100 PowerBar Performance energy bars and 200 PowerGel energy gels during a typical Tour de France so, to be on the safe side, the 17-year old company will be shipping 30 000 bars and 30 000 gel sachets to France this July.

"We’re elated to be providing PowerBars and PowerGels to all of the riders in one of the most celebrated and gruelLing athletic events in the world," said Cindy Vallar, vice president of PowerBar Inc.

Lance Armstrong is a fan:

“PowerBar products have been part of my training regimen since my early days. To win the Tour de France every detail matters and it’s critical you have the best tools for the job. Nothing works better than PowerBar Performance and PowerGel.”

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