New Sun Nutrition to Distribute FRS Healthy Energy Drink in Retail Convenience Store Giant 7-Eleven on the West Coast

This distribution deal with 7-Eleven will help build inroads for the FRS brand to an ever-increasing West Coast population base of consumers wanting a healthier alternative to the high-sugar and high-caffeine energy drinks on the market.

24/07/07 New Sun Nutrition, a developer and distributor of healthy energy beverages and antioxidant-based nutrition and wellness products, announced that FRS, the company’s patented Free Radical Scavenging (FRS) healthy energy ready-to-drink beverage, will be carried in 7-Eleven convenience store locations on the West Coast as consumer and retail demand for the company’s FRS healthy energy product line continues to increase. The newly inked deal supports New Sun Nutrition’s national distribution growth plans.

Aggressively growing the convenience store shelf placement of the FRS ready-to-drink beverages is a major priority for New Sun Nutrition in 2007. This distribution deal with 7-Eleven will help build inroads for the FRS brand to an ever-increasing West Coast population base of consumers wanting a healthier alternative to the high-sugar and high-caffeine energy drinks on the market.

“As we continue expanding our national distribution program, working with the largest convenience store chain is a step in the right direction,” said Debbie Wildrick, vice president of sales at New Sun Nutrition. “7-Eleven has recognized the market opportunity and consumer demand for a healthy beverage alternative and is helping FRS rapidly extend its retail shelf presence on the West Coast.”

“We believe that functional beverages are a segment our customers will be looking for,” said Michele Little, energy drink category manager for 7-Eleven. “We want to offer them products that meet their needs, and FRS is perfect for that.”

FRS’ patented formula combines antioxidants, like quercetin and green tea catechins, with essential vitamins and metabolic enhancers to provide a sustained, healthy energy boost and long-term antioxidant health protection.

Getting adequate amounts of beneficial antioxidants is important to help maintain good health. A DARPA-funded clinical study conducted by Appalachian State University demonstrated that quercetin, one of the key active ingredients in FRS, reduced susceptibility to viral illness and helped 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 endorsed by Lance Armstrong and supports the Lance Armstrong Foundation as a corporate partner. FRS is also an official sponsor of the Discovery Channel Pro Cycling Team.