PowerBar is continuing its successful collaboration with the Tour de France. Up to and including 2018, PowerBar will be the official energy bars, gels and sports drinks supplier at the legendary cycling event.
PowerBar, a leading global manufacturer of sports nutrition, has been closely associated with the most prestigious cycling event in the world and its top riders for over ten years. The Nestlé, soon to be Post Holdings-owned brand notes that its sponsorship has helped to raise the PowerBar brand profile and that its sports energy bars provide cyclists all over the world with much-needed energy.
PowerBar will again support all stages of the Tour de France in 2014 by establishing aid stations along the route.
In addition, the sports nutrition manufacturer will offer up a VIP trip during the three-week race. As part of its Tour de France 2014 sponsorship, PowerBar is running a Europe-wide online competition, which runs from 1 April to 1 June 2014 and offers up a 4 -day trip for two to the Tour de France. The lucky winners get the unique opportunity to experience a VIP award ceremony in Paris.
“On the Tour each year. the best cyclists in the world are crowned,” said Frank Jimenez, Global Business Head of PowerBar. “They overcome on 21 stages about 3200 km and sit there for up to six hours a day in the saddle. To cope with these efforts, a tour rider requires an average of 6,000 calories per stage. So, for the entire race, athletes will need hundreds of PowerBar energy bars, energy gels and PowerBar sports drinks. We are proud to support this extremely exhausting race.”
PowerBar provides nutritional strategies and training programs to help all athletes push their physical limits. The company’s products are based on decades of research in the field of sports nutrition and developed ‘by athletes for athletes’. The product range also includes a series of high energy products with C2MAX, a scientifically designed combination of carbohydrates with a 2:1 ratio of glucose and fructose sources.
In addition, the range includes protein bars and drinks to support muscle building and repair after training and competition.
