FlowCell – the company behind the FoodCell nutrition carrier – has signed a 12-month distribution deal with leading European retailer Nutrilife Srl.
FoodCell is an aerodynamic and patent pending nutrition carrier aimed at middle to long course triathletes. It is also the official nutrition carrier of the Outlaw series (OSB Events).
Nutrilife Srl has a long history in the sport as sponsors of a number of triathlons. It is also an official distributor of brands such as 2XU, GU nutrition and Ceepo bikes. This new partnership will see FoodCell on show at many of Europe’s premier triathlons. The company notes that this will help boost brand recognition before the release of new products late 2019 and early 2020.
“We’re thrilled to partner with such a great company as Nutrilife,” said FlowCell Managing Director Mark Tallon. “Nutrilife has been at the front of developing triathlon brands across continental Europe for many years, and we hope in combination with our passion for delivering the best products for middle and long distance triathletes it is a partnership that will run.”
FoodCell has been on the market since late 2018. It has already been used by a number pro athletes and world champion age groupers at Kona. This will be the full first year of trading for the company, and it is looking to ramp up engagement with its customers in the UK and across Europe.
CEO of Nutrilife Alberto Legnani said, “We’re always excited to introduce innovative product to our customers. What we think makes FoodCell special is that it’s been designed by athletes, making it functional and efficient at the same time.”