March 5, 2007 --
Press Release: New Sun Nutrition, a developer and distributor of healthy beverages, today announced its official sponsorship of the Discovery Channel Pro Cycling Team. New Sun Nutrition will supply America’s premier professional cycling team with its FRS® product throughout the 2007 Pro Tour season, both in the United States and in Europe. The current partnership will be in effect for all of 2007, but New Sun Nutrition intends to continue the relationship with the team beyond the current season.
FRS, a scientific, patented formula that combines nature’s most powerful antioxidants and essential vitamins to provide a sustained, healthy energy boost and long-term antioxidant health protection, will be provided to the 29 team riders in ready-to-drink, concentrate and convenient chew formats. In athletes, FRS’ flavonoid antioxidants help increase training intensity, enhance mental focus, support faster recovery and reduce muscle fatigue and soreness.
FRS’ has had a measurable positive effect on cyclist performance, demonstrated by a double-blind, placebo controlled study conducted at Pepperdine University. The study, in which a group of elite cyclists consumed FRS daily, showed a 3.1% improvement in average power output during a 30 km time-trial.
Additionally, a study funded by the Defense Advanced Research Projects Agency (DARPA) and released by researchers at Appalachian State University showed that the natural, plant-based flavonoid antioxidant quercetin, one of the central active ingredients in FRS, reduced illness and helped maintain mental performance in physically-stressed test subjects. The clinical study was also double-blind and placebo-controlled and involved 40 cyclists who were subjected to extreme physical stress situations during a five-week period.
“We are looking forward to supporting the Discovery Channel Pro Cycling Team. Elite cyclists around the country have been part of a devoted group of early adopters to recognize the benefits of FRS,” 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. “We believe that FRS will help Team Discovery performance and recovery and contribute to their success.”
“As a rider, I am not inclined or obligated by the team to endorse a product I don't believe in 100%. But let me tell you, FRS really works and I feel the positive effects whether I'm training hard or taking a day off,” said George Hincapie, Discovery Channel Team Rider.
Mr. Lamb and Dr. Marcus Elliott of New Sun Nutrition’s Scientific Advisory Board introduced the science and benefits of FRS to the Discovery Team earlier this year during a team training camp in Solvang, California. The team and trainers were immediately excited at the potential performance benefits of the product and especially encouraged by the clinical results from the Pepperdine trials.
The Discovery Channel Team is also sponsored by Discovery Channel, AMD, 24 Hour Fitness, Trek, Nike, Power Bar, Giro, Shimano, and other leading brands.
Where to Buy FRS
FRS ready-to-drink cans are currently available at select grocery, convenience and health food stores in West Coast markets including Santa Barbara, San Diego and Seattle. A list of retailers is available online at www.frs.com. FRS ready-to-drink formula is available in All Natural and Low Calorie versions. The all natural flavors (Orange and Lemon Lime) are sweetened with organic evaporated cane juices and contain no added preservatives, additives or coloring. The low calorie line (Wild Berry, Orange and new Peach Mango) has only 25 calories per can. FRS is also available in liquid concentrate, powder, ready-to-drink and chew forms. All forms of FRS are available online at www.frs.com.
The Scientists Behind FRS
FRS is the result of years of research and development by leading scientists including Dr. Mitsunori Ono, Ph.D., world-renowned phytochemical expert and Visiting Professor at Harvard Medical School’s Beth Israel Deaconess Medical Center and Thomas Lines, a pioneer in flavonoid research.