INFINIT Nutrition has reaffirmed its standing as a unique and innovative sports nutrition company with the announcement of a special ‘Egg Nog’ flavoured recovery drink – just in time for Christmas and the holiday season.
INFINIT Nutrition is clearly getting into the spirit of Christmas. Egg Nog, a traditional favourite beverage over the holidays, may seem an ideal flavour to try as a sports recovery drink? According to the company, the logic goes: ‘simply because you’re recovering from a triathlon or 24 hours of non-stop mountain biking doesn’t mean you can’t celebrate with a little holiday cheer.’
According to INFINIT President Michael Folan, “We were brainstorming about something fun to do for our athletes around the holidays. What could be more fun than putting a Ho Ho Ho into our already great recovery drink? We didn’t take the idea too seriously ourselves at first – and then we got the test reactions of the athletes. They loved it. So we buckled down and got busy; we rolled the first full batch out yesterday and now the whole facility smells like egg nog. We were astounded at the number of orders we received.”
“Most importantly, though, we are proud of the fact that we are the only nutrition company that is nimble enough (and crazy enough) to think about mixing egg nog and athletes.”
Fans of INFINIT Nutrition already know the RIDE, RUN and RECOVERY trademarks as blends that have blessed some of the finest endurance events in the world including Ironman France and the 24 hour Moab MTB race series.
The company also claims that it is the only sports drink player that provides its athletes with the ability to customise their drink online by selecting from seven key ingredients to optimise their performance and address their unique nutritional needs.
INFINIT Nutrition is now available in Canada, Europe, and Australia with new franchises planned for Japan and China in 2010.
INFINIT’s website and online customisation tool is available at InfinitNutrition.com.
