Tour of Britain relationship leads to new distribution deal

Saddleback picks up For Goodness Shakes

Distributor Saddleback has partnered with For Goodness Shakes to bring the range to UK bicycle retailers.

The sports recovery brand is a Preferred Nutrition Provider to the English Institute for Sport. The product line-up features four different flavoured recovery drinks and the recently launched single serve powder sachets.

For Goodness Shakes is targeting the triathlon, road and mountain biking sectors, aiming to become the recovery product of choice for the sectors.

“We are very pleased to be partnering with Saddleback at such an exciting time for both companies,” enthused Jeremy Martin, co-founder of My Goodness. “We have come to know Saddleback well throughout the last two editions of the Tour of Britain and have been impressed with the great representation and support they give to the brands they distribute. We particularly like the way they are respected in the cycle sport market and feel they will be a great fit for all that our brand stands for.”

Saddleback director Andy Wigmore added: “We are thrilled to be partnering My Goodness Ltd for 2011 onwards. It’s a brand we have admired for a long time and see many similarities between our two companies. In addition to its great offering in recovery powders the company is developing some unique products that will change the way that people think about sports nutrition. I am delighted My Goodness Ltd want to work with us and am flattered by the confidence they have shown in our ability to deliver a great service.

“We have been looking for expand our share of the nutrition market as we see it as another way of assisting the competing/enthusiast cycling consumer that we already support. For Goodness Shakes passion for continually developing its product and enhancing its brand will make it a great fit for Saddleback and dealers alike. The full For Goodness Shakes range will be available from Saddleback in January.”

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