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PowerBar powers new Iron Girl energy bar for women

The partnership between World Triathlon Corp (WTC) and Nestlé Performance Nutrition’s PowerBar brand has brought about a new sports nutrition product.

This time, it’s a female focused co-branded women’s energy bar under the Iron Girl umbrella brand. WTC’s Athleta Iron Girl Event Series consists of 13 races nationwide across the US, ranging from 10K/5K to half-marathon, duathlon and triathlon.

“We are excited to announce the launch of the new Iron Girl energy bar, as an extension to our long-standing partnership with WTC,” said Neel Premkumar, Brand Development Manager for PowerBar.

”This product supports the active lifestyle of adult women, whether training for an event or getting through a busy daily routine.”

The all-new Iron Girl Energy Bar has ‘nutrition for the athlete in every woman.’ Each Iron Girl Bar contains calcium, iron and B vitamins.

Vice President of Iron Girl at WTC, Judy Molnar, added, “This is an exciting new energy bar developed specifically to support the active lifestyles of women.

“We know the importance of nutrition and the challenge of balancing all of life’s demands with staying active – this bar will help provide women with nutrition on-the-go.”

The new Iron Girl Energy Bar will be available starting mid-April 2011 in all Target stores (US) for a suggested retail price of US$0.99 for a single bar and US$4.99 for a multi-pack (six bars).

Iron Girl Energy Bars are available in two flavours – Strawberry & Cranberry and Cocoa Crunch – that have soft and chewy whole grains mixed with real fruit and cocoa.

The new bar launch will be supported by: sampling at events in the 2011 Athleta Iron Girl National Series; couponing with a ‘buy one, get one FREE’ offer; and direct mail to Target customers.



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