Nestle "PowerBar" First energy bar in Thailland Focuses on athletes requiring energy and nutrition

Bangkok--May 14--Hill & Knowlton Nestle (Thai) Ltd. has introduced a first for Thailand with its latest product, "PowerBar" aimed at the growing sports nutrition market. The product which provides both energy and nutrition, is very popular among professional athletes. In the U.S. PowerBar has a 40% share of the energy food market and now available in 30 countries, it looks set to repeat this success in markets across the world. Mr. Thomas S. Coley, Chairman and CEO of Nestl? Group Thailand said, "By providing a range of nutritional products to meet consumer demands, Nestle has long been the leader in food and nutrition products. These days more and more Thais are playing sports and our launch of "PowerBar" will give both professional and amateurs sports enthusiasts the product they have long been looking for. Next year we will make PowerBar available in Indochina." Pro Mr. Arth Prakhunhungsit, Senior Manager of PowerBar explained, "There are three categories of PowerBar now available in the Thai market: PowerBar Performance which is for athletes requiring sustained energy such as marathron runners, cyclists, tennis players, swimmers and hikers: PowerBar PowerGel for athletes requiring fast fuel during competition events such as mountainbiking and PowerBar ProteinPlus which is for energy and muscle recovery after workout and competition. Our marketing strategies for this year include sponsorship of major sport events, sponsorship of professional Thai athletes for competition at international level, sports nutrition education for athletes and the public through the media, and product sampling for athletes before, during, and after major sports tournaments." All PowerBar products will be available at sports shop such as Super Sports, Probike, Sport Town, K Sport and FBT in major cities including Bangkok, Chiang Mai, Pattaya and Phuket. PowerBar ProteinPlus will also be available at golf courses and fitness centres. Mr. Glenn Richard Naglis, Sports Marketing Manager of PowerBar said, "In 2002, PowerBar will sponsor more than 40 sports tournaments, 20 of which will be PowerBar events. The sports tournaments include marathons, mini-marathons, cycling, and adventure sports tournaments. " "In addition to the sponsorship, four marathon winners will receive round trip tickets and accommodation in Hawaii and will be eligible to participate in the 'Honolulu Marathon' in the U.S.A., an event recognized as one of the best marathons in the world," he added. PowerBar will also joins with leading fitness centres in Bangkok in "Calorie Burner" and "Break Your Record" campaigns to encourage athletes and sports people to maximize their potential. Sports nutritionists will be invited to help educate exercisers on how best to provide the energy they need. PowerBar which was first developed in 1987 by a leading nutritionist and world class athletes consists of nutritional ingredients to boost energy levels for sports people and is now the most popular nutritional energy bar in the sports world. PowerBar In 1983, a Canadian marathon runner lost out to other runners just short of the winning post in an Olympic event because his body had no more power to propel him further. After losing that event he and his nutritionist wife spent the next three years perfecting a nutrition product that would give athletes that extra boost of energy. In 1987 they were ready to try out their product 'PowerBar' with their many athlete friends. The new PowerBar was the nutritional product of choice to give them the energy they needed to achieve top performance. Today "PowerBar" is highly popular among professional athletes and is available in more than 30 countries worldwide. In the U.S., PowerBar has a 40% share of the energy food market. In Thailand, the three following categories of PowerBar products have been imported from the U.S.A. by Nestle (Thai) Ltd.: 1. PowerBar Performance is a low-fat, highly nutritious energy bar especially formulated to deliver long-lasting energy. Performance provides sustained energy prior to workout and competition. It has become the "Fuel of Choice" for top athletes around the world. - Its ingredients include complex carbohydrates from maltodextrin, brown rice and oatbran. The glycogen from the carbohydrates is stored in muscle and used according to the athlete's requirement. - It also provides protein and 17 kinds of vitamins and minerals. - A very low fat content - No preservative - Flavour: Chocolate Peanut Butter, Peanut Butter, Vanilla, and Apple Cinnamon - Unit price: 75 Baht 2. PowerBar PowerGel "Fast Fuel", is a concentrated carbohydrate gel that delivers immediate energy during intense athletic activity. - Its ingredients include amino acid and concentrated carbohydrate in easily absorbed gel form. - It also provides anti-oxidant vitamins C and E plus electrolytes sodium and potassium - A completely fat-free content - Flavour: Vanilla, Lemon-Lime and Tropical Fruit - Unit price: 55 Baht 3. PowerBar ProteinPlus is an energy bar with high-quality, low fat protein which helps boost energy and muscle recovery after workout and competition. - Contains TriSource - a unique PowerBar formula containing high quality protein sources - Added essential amino acids for fast muscle repair - A very low fat content - Flavour: Chocolate Peanut Butter and Chocolate Fudge Brownie - Unit price: 120 Baht Product Product How to use Target Distribution Product Characteristic Group Channel shelf life PowerBar Deliver long- Consumption Athletes Sports shops 12 months Performance lasting energy 30-45 mins requiring such as Super before sustained energy Sports and Probike competition such as marathon with a glass of runners, cyclists, water (16 ounces) tennis players, /bar swimmers, golfers and triathlon athletes PowerBar Fast fuel - delivers Consumption Athletes requiring Sports shops 12 months PowerGel immediate energy during fast fuel such during intense competition as marathon runners athletic activity with water and cyclists PowerBar High Protein - boost Consumption Athletes requiring Sports shops, 10 months ProteinPlus energy and muscle after workout muscle recovery fitness centres recovery or competition such as fitness and golf courses with a glass of members and golfers water (16 ounces) /bar For more information, please contact Mr. Glenn Richard Naglis Sports Marketing Manager - PowerBar Nestle (Thai) Ltd. Tel: 02-657-8076 Fax: 02-657-8322 E-mail: [email protected] Mr. Panlop Limsakul Senior consultant Hill & Knowlton Tel: 02-627-3501 Ext. 107 Fax: 02-627-3510 E-mail: [email protected] End. -AN-

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