SANTA BARBARA, Calif., May 1 /PRNewswire/ -- New Sun Nutrition, a developer and distributor of the FRS line of healthy energy drinks and nutritional supplements, announced today that Maigread Eichten, currently chief operating officer, has been promoted to president and chief executive officer. Dick Lamb, the company's founding chief executive officer and a major shareholder in the company, will serve as non-executive chairman of the board of directors.

Eichten, who joined the company in January 2007 for the express purpose of replacing Lamb, will now direct the day-to-day management of the organization including financials, marketing, product development and operations. Lamb will continue to work with New Sun Nutrition on strategic expansion initiatives with the board of directors.

"On behalf of the entire company, our investors and the board, we would like to thank Dick, co-founder of Balance Bar Company, for coming out of retirement after the sale of Balance Bar and putting his proven entrepreneurial skills and drive to work to get New Sun Nutrition where is it today," said Pete Sealey, board member of the New Sun Nutrition company and a former Coca-Cola marketing executive. "As we move from an entrepreneurial start up to a more mature operating company, New Sun Nutrition is in highly capable hands under the direction of Maigread Eichten, a PepsiCo veteran who will accelerate FRS growth and bring the company to new levels of success."

"Since joining New Sun Nutrition earlier this year, the energy drink category has continued to heat up. I'm extremely excited to be leading our professional team that is introducing FRS as the first healthy energy drink into the marketplace to fulfill substantial and unmet consumer demand," commented Eichten.

The company recently announced that champion cyclist and cancer survivor Lance Armstrong has joined the New Sun Nutrition board of directors and is playing a significant role in the marketing programs for FRS, including appearing in print and online advertising, and also serving as a spokesperson. New Sun Nutrition is an official corporate supporter of the Lance Armstrong Foundation (LAF) through financial contributions and also features the LIVESTRONG logo in FRS product marketing to help raise awareness of the LAF and its ongoing fight against cancer.

New Sun Nutrition's FRS, the winner of the 2007 Global Beverage Congress's Best Health Initiative award, is also 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.

From the May 9, 2007, Prepared Foods e-Flash