Medifast, Inc., a United States manufacturer and provider of clinically proven weight-loss and healthy living products and programs, announced the launch of a sports nutrition product line, which will be marketed through partnerships with Rutgers University® and The V Foundation for Cancer Research®. The V Foundation, one of the nation's leading cancer research funding organizations, was started by famed college basketball coach and revered Rutgers' Alum, Jim Valvano.
Through these partnerships, Medifast® will manufacture a line of sports nutrition products branded as Dual Fuel™. Product sales will benefit each partner's charitable cause. As Medifast continues to expand its product offerings, which currently consist of two bars and two ready-to-drink (RTD) shakes, the Company will look to add to its roster of distributors, including additional universities, sports retailers and online sites.
"With the launch of our new sports nutrition product line, we're targeting athletes and the active lifestyle consumer," said Michael MacDonald, Chairman and Chief Executive Officer, Medifast, Inc. "With the help of our partners - The V Foundation for Cancer Research and Rutgers University, we have created something particularly special. Having played basketball for Rutgers and developed a friendship with Jim Valvano, this is a very meaningful launch."
Dual Fuel™ Bars are made with a proprietary dual layer combination - one crispy and crunchy made with healthy whole grains, the other sweet and chewy, made with real peanut butter or cocoa—for the right combination of carbohydrates and protein to help meet energy needs and fuel recovery after exercise. These products contain milk protein, and whey protein, which is known to be digested and absorbed relatively quickly by the body. Dual Fuel™ bars also contain no artificial flavors, colors, sweeteners, or preservatives, and only 3 grams of sugar and 150 calories, compared to other leading national products that typically contain between 8 to 21 grams of sugar. Initially, the bars will come in two flavors, Peanut Butter Fudge and Double Chocolate.
Dual Fuel™ Ready-to-Drink Shakes are made with high quality dairy protein and electrolytes to help rehydrate and fuel the body after exercise. These shakes contain 18 grams of protein and are made with real cocoa or vanilla extract, sweetened with monk fruit and stevia extract, contain no artificial flavors, colors, sweeteners, or preservatives and are a good source of antioxidant vitamins A, C, & E. Initially, the shakes will come in two flavors, Chocolate Milkshake and Vanilla Blast. Both products were designed in partnership with the Rutgers Athletic department to deliver great taste while remaining NCAA compliant.