VMI Sports®, a leading brand in the sports nutrition industry, is thrilled to announce its official entry into a multi-year licensing agreement with the iconic PEZ Candy brand. This partnership marks an exciting new chapter for VMI Sports® as it brings nostalgic PEZ® flavors to its innovative lineup of fitness and performance products. VMI Sports® and PEZ Candy were brought together by PEZ Candy Inc.’s Licensing Agency, Lisa Marks Associates (LMA) alongside Brand Squared Licensing who represents VMI Sports®.
As part of this collaboration, VMI Sports® plans to launch PEZ flavored products across multiple beverage and powder categories. The initial lineup will include the KXR Pre Workout Ready-to-Drink (RTD), Creatine Powder, and Aminogex® Amino Acids Powder. The highly anticipated KXR® Ready-to-Drink will be the first to debut, with a tentative release date set for March 1st.
While cherry, grape, and orange PEZ flavors will headline the initial launch, VMI Sports is committed to expanding the flavor offerings across all product categories in the future. Each product will also showcase VMI’s commitment to cutting-edge formulations. For instance, KXR RTD is one of the most advanced performance pre-workout drinks on the market today, featuring a unique combination of Citrulline, HydroMax® Glycerol, and VMI’s proprietary tri-caffeine blend.
“Being a staple in sports nutrition, we knew we needed a partner that aligned with our brand and customers,” said VMI Sports President, Tom Reilly. “After a year of reviewing options, PEZ emerged as the perfect fit. This global iconic & nostalgic brand shares our Northeast roots. We’re excited to enter licensing with them, and the response from consumers and retailers has been extraordinary.”
“We’ve been working closely with the VMI team to develop a great tasting line of sports nutrition products and these PEZ-inspired flavors will not disappoint! We’re excited to build out this line with VMI”, said Christian Jegen, CEO/President, PEZ Candy, Inc.
The initial rollout of PEZ flavored beverage products will be available at select Gold’s Gym Corporate locations Nationwide, as well as One Life Fitness Clubs, and other Health Club chains across the US beginning in March. The proceeding powder products rollout will be launched in several major grocery chains including Hy-Vee Supermarkets, with more to be announced later this year.
About VMI Sports: VMI Sports develops high-quality, performance-oriented supplements for athletes of all levels, from competitive bodybuilders to everyday fitness enthusiasts. For over a decade, the sport nutrition brand has been committed to delivering effective and reliable supplements to help individuals achieve various fitness and performance goals.
About PEZ Candy, Inc.: Based in Orange, CT, PEZ has been inspiring and innovating since 1927. PEZ Candy, Inc. is the pioneer of “interactive candy” that is both enjoyable to eat and fun to play with. PEZ was first marketed as a compressed peppermint candy in 1927 in Vienna, Austria. Today, the company sells and markets its products worldwide with locations in Orange, Connecticut and Traun, Austria. Between them, the two locations distribute approximately 70 million dispensers and 5 billion candies per year. PEZ products are available in more than 80 countries worldwide and are a hot collectible for adults and children alike. PEZ dispensers have been a staple of American pop culture for over 60 years.
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