Korinne Munson
(415) 314-9614
korinnem@frs.com
FRS, THE HEATHY ENERGY DRINK, TO SUPPORT LANCE ARMSTRONG FOUNDATION
A Percentage of Proceeds From Every Case of FRS Sold Will Go To the
Lance Armstrong Foundation’s
Fight Against Cancer
SANTA BARBARA, CA, April 26, 2007 --New Sun Nutrition, a developer and distributor of healthy beverages and nutritional supplements, announced today that it has joined forces with the Lance Armstrong Foundation (LAF). New Sun Nutrition, a corporate supporter of the LAF, will help raise funds to support the LAF’s programs by providing ten cents for every case sold of its FRS healthy energy drink in ready to drink cans, which started on April 1, 2007. In addition, similar payments will also be made on sales of all other FRS product formats including concentrate, chews and drink powder.
FRS product packaging will feature the LIVESTRONGTM logo, and FRS print advertising, web site and other marketing materials will include the LIVESTRONG yellow wristband to help raise awareness of the LAF and its ongoing fight against cancer. As the exclusive healthy beverage corporate partner, FRS will be supplied to LAF events throughout the calendar year including LIVESTRONG Day on May 16th in Washington, D.C., as well as all LIVESTRONG Challenge events.
High performance athletes early on discovered the benefits of the antioxidants and vitamins in FRS, and how the formula improved performance during periods of high exertion. Now that FRS is available on a wider basis, busy consumers who desire to maintain their energy levels are embracing this healthier energy beverage.
"New Sun Nutrition and its FRS healthy energy products are extremely proud to support the Lance Armstrong Foundation and its activities that assist those living with cancer," said Maigread Eichten, chief operating officer at New Sun Nutrition. “We share the same philosophy as Lance and the LAF that maintaining a healthy lifestyle through proper diet and exercise can help prevent illness and disease.”
"The fight against cancer requires the unity and enthusiastic support of diverse advocates, leaders, funders and corporations," said Doug Ulman, president of the Lance Armstrong Foundation (LAF). "New Sun Nutrition and FRS are setting an example of how responsible companies can extend their value and goodwill beyond their customers and to their community. We are honored to benefit from their generosity."
Getting adequate amounts of beneficial antioxidants is important to help maintain good health. A recent DAPRA-funded clinical study conducted by Appalachian State University demonstrated that quercetin, one of the key active antioxidant ingredients in FRS, can help reduce susceptibility to viral illness and help maintain mental performance in physically stressed individuals.
New Sun Nutrition’s FRS, the winner of the 2007 World Beverage Congress’ Best Health Initiative award, is an official sponsor of the Discovery Channel Pro Cycling Team. New Sun Nutrition is providing America’s premier professional cycling team with its FRS products throughout the 2007 Pro Tour season, both in the United States and in Europe.
About the Lance Armstrong Foundation
The Lance Armstrong Foundation (LAF) inspires and empowers people affected by cancer. The LAF helps people with cancer focus on living; they believe unity is strength, knowledge is power and attitude is everything. From the moment of diagnosis, the LAF provides the practical information and tools people with cancer need to live life on their own terms. The LAF serves its mission through advocacy, public health and research. Founded in 1997 by cancer survivor and champion cyclist Lance Armstrong, the LAF is located in Austin, Texas. For more information visit www.LIVESTRONG.org.
About New Sun Nutrition
New Sun Nutrition, founded in 2004, is a developer and distributor of nutritional supplements, healthy snacks and beverages that is pioneering the development of flavonoid antioxidant health solutions to improve consumer health and wellness.
The company's product portfolio includes FRS® health drink, a scientifically formulated supplement designed to boost energy, enhance performance and neutralize free radicals before they can cause cellular damage. FRS, which stands for the scientific term Free Radical Scavenger, contains a patented combination of flavonoid antioxidants, essential vitamins and metabolic enhancers. The flavonoids are quercetin, an antioxidant typically found in the skins of apples, onions and red grapes, as well as catechins extracted from green tea.
The New Sun Nutrition management and advisory team is comprised of nutrition and beverage industry leaders, renowned Harvard scientists, doctors and specialists in the fields of sports performance, disease prevention, and drug development. FRS is the result of years of research and development by Dr. Lan Bo Chen, Ph.D., Professor of Pathology at Harvard Medical School's Dana-Farber Cancer Institute, Dr. Mitsunori Ono, Ph.D., world-renowned phytochemical expert and Senior Scientist with the Beth Israel Deaconess Medical Center, and Thomas Lines, a pioneer in flavonoid research.
FRS ready-to-drink cans are currently available at select grocery, convenience, health food and bike stores on the West Coast. Consumers should visit www.frs.com, or call
866-441-3922 for a free trial offer of FRS products and to locate stores. Also, all FRS products are available on the company’s web site for convenient home delivery.
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