Santa Barbara, CA, April 2007 – New Sun Nutrition, a developer and distributor of healthy beverages and nutritional supplements, today announced that champion cyclist and cancer survivor Lance Armstrong has joined the company’s board of directors.
In addition to serving as a business advisor and outside board member, Mr. Armstrong will also play a key role in New Sun Nutrition’s marketing programs including being featured in the company’s print advertising campaigns. Mr. Armstrong is a significant equity shareholder in New Sun Nutrition and has a beverage category exclusive deal with the company. Specific terms were not disclosed.
Mr. Armstrong is a seven-time winner of the Tour de France who founded The Lance Armstrong Foundation in 1997 to provide cancer education, advocacy, public health and research programs. He will play an active role in the management of New Sun Nutrition and the FRS® antioxidant-based line of healthy beverages and supplements, including advising on topics ranging from athletic conditioning, nutrition, and wellness, as well as attend periodic board meetings.
“We are very pleased to welcome Lance Armstrong to the New Sun Nutrition family,” said Richard Lamb, chief executive officer at New Sun Nutrition and healthy energy snack industry veteran who co-founded the Balance Bar Company in 1992. “Lance’s unparalleled knowledge of sports conditioning and his focus on inspiring consumers to be active and healthy at any age will be an invaluable asset to the company.”
FRS’ patented formula synergistically combines antioxidants (quercetin and green tea catechins) with essential vitamins and metabolic enhancers to provide a sustained, healthy energy boost and long-term antioxidant health protection. FRS is available in ready to drink beverage, drink mix powder, drink mix concentrate and chew forms.
“I am excited to join the New Sun Nutrition board and share the company’s vision to provide consumers with a healthy alternative to highly-caffeinated energy drinks, as well as a convenient way to reap the long-term health benefits of antioxidants,” said Armstrong. “The science behind FRS and scientific research conducted around antioxidants was compelling to me.”
“This is a first-of-its-kind business relationship for Lance that is far broader and more comprehensive than a typical endorsement deal and involves true hands-on involvement to help this high potential company drive exponential growth,” commented Bill Stapleton, Principal, Capital Sports & Entertainment, Mr. Armstrong’s management company.
A recent DAPRA-funded clinical study conducted by Appalachian State University demonstrated that quercetin, one of the key active ingredients in FRS, can help reduce susceptibility to viral illness and help maintain mental performance in physically stressed individuals.
New Sun Nutrition’s FRS, the winner of the 2007 World Beverage Congress’ Best Health Initiative award, is an official sponsor of the Discovery Channel Pro Cycling Team. New Sun Nutrition is providing America’s premier professional cycling team with its FRS products throughout the 2007 Pro Tour season, both in the United States and in Europe.
About New Sun Nutrition
New Sun Nutrition, founded in 2004, is a developer and distributor of nutritional supplements, healthy snacks and beverages that is pioneering the development of flavonoid antioxidant health solutions to improve consumer health and wellness.
The company’s product portfolio includes FRS® health drink, a scientifically formulated supplement designed to boost energy, enhance performance and neutralize free radicals before they can cause cellular damage. FRS, which stands for the scientific term Free Radical Scavenger, contains a patented combination of flavonoid antioxidants, essential vitamins and metabolic enhancers. The flavonoids are quercetin, an antioxidant typically found in the skins of apples, onions and red grapes, as well as catechins extracted from green tea.
The New Sun Nutrition management and advisory team is comprised of nutrition and beverage industry leaders, renowned Harvard scientists, doctors and specialists in the fields of sports performance, disease prevention, and drug development. FRS is the result of years of research and development by Dr. Lan Bo Chen, Ph.D., Professor of Pathology at Harvard Medical School’s Dana-Farber Cancer Institute, Dr. Mitsunori Ono, Ph.D., world-renowned phytochemical expert and Senior Scientist with the Beth Israel Deaconess Medical Center, and Thomas Lines, a pioneer in flavonoid research.
FRS ready-to-drink cans are currently available at select grocery, convenience, health food and bike stores on the West Coast. Consumers should visit www.frs.com or call 866-441-3922 for a free trial offer of FRS products and to locate stores. Also, all FRS products are available on the company’s web site for convenient home delivery.