Shadow Beverages, GNC launch R.-T.-D. line

by Eric Schroeder
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PHOENIX — Shadow Beverages, an independent beverage company focusing on “better-for-you” products, and GNC Holdings, Inc., the nation’s largest specialty retailer of health and wellness products, have teamed up to launch a nutritional, ready-to-drink GNC beverage line.

The GNC line, which will be available initially in Arizona and Nevada, consists of 14 beverages across the sports nutrition, nutritional waters and protein nutrition categories. The line includes “XP” — extreme performance drinks — designed for the experienced athlete, and “Active” beverages formulated to meet the hydration and metabolic needs of everyday fitness enthusiasts.

“We are thrilled to introduce this new nutritional GNC beverage line,” said Tom Dowd, executive vice-president, chief merchandising officer and general manager. “Our development team worked closely with Shadow Beverages for nearly a year reviewing hundreds of formulations to ensure the highest quality final products.”

GNC and Shadow Beverages entered into a licensing agreement in 2011 in which Shadow Beverages agreed to produce, market and sell drinks under the GNC Live Well trademark for sale across a wide range of retail outlets.

IMG Licensing serves as GNC’s exclusive licensing agent and represented them in the licensing agreement with Shadow Beverages.

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