PowerBar new energy food category surpasses year quota in five months

RideShots double predicted sales

PowerBar’s energy chew product RideShots were released at the start of the year and have already doubled their predicted forecast for the year already, according to distributor Zyro.

A broad marketing push has seen almost 90,000 RideShots given away free at endurance events and also through magazines including Cycling Weekly and 220 Triathlon. The firm is planning to continue the promotions throughout the rest of 2009 to further bolster sales.

“We can certainly say with confidence that the shift towards PowerBar this year has been largely down to the introduction of this great new category,” enthused PowerBar UK brand manager Richard Samuels.

“RideShots have opened the doors to PowerBar in at least 20 per cent of our customer base who previously either didn’t purchase PowerBar, or nutritional consumables full stop. This success follows on from an already profitable brand and the introduction of the delicious Ride Bars in 2008,” added Samuels.

The bite sized chews provide C2Max carbohydrate blend and arrive in packets of nine, priced at £1.80 SRP. The chews are currently available in Lemon and Cola flavours – both of which have been equally popular.

PowerBar UK’s Kevin Milnes said: “The consensus globally has been how great the taste and enjoyment of consuming this new category of energy food is, and how fantastic it is that energy nutrition can now finally taste as good as confection, without the guilt factor.”

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