Tuesday, July 23, 2024

Paddy ‘The Baddy’ Pimblett signature flavour BodyFuel™ sports drink launched

Since its launch in December 2022, BodyFuel™ has been a resounding success for Applied Nutrition, with the company selling 2.5m units in its first three months on sale. In the last month, it has also been revealed that BodyFuel™ has outsold all other soft drinks at a major nationwide retailer.

The new sugar-free tropical punch flavoured drink is emblazoned with a cartoon version of Paddy’s famous pose that UFC fans worldwide are very familiar with, and a highly distinctive black and red pack design that’s sure to stand out on the shelves and in the fridges of retailers, gyms and convenience stores across the country.

Applied Nutrition launched BodyFuel™ with Orange, Lemon and Lime and Summer Fruits variants before quickly following that up in February with Icy Blue Raz, a firm favourite in many of their other supplements, and the unique Rocket Ice Lolly flavour.

Paddy Punch is the first flavour to be designed alongside one of the company’s ambassadors and the firm says it has plans for more exciting flavour partnerships in the coming months.

Applied Nutrition has also ensured it has a secure and reliable supply chain in place to keep retailers stocked as it expects a huge demand for Paddy Punch.

Ahead of its launch (Monday 27th March) Paddy Pimblett said: “Working together with Applied Nutrition on Paddy Punch has been a top experience for me, we tested so many flavour combinations and we think we have ended up with one that people are going to love.

“It tastes unreal! And I’m made up to put my name on such an amazing drink.”

Body Fuel contains 665mg of electrolytes from a multitude of sources, in levels that Applied Nutrition says are the optimum ratio needed to aid muscle function, and rehydration and support most consumers in the widest variety of activities.

In addition, BodyFuel™ is Informed Sport tested so it is safe for professional athletes, it’s sugar free, less than 5 calories, contains anti-oxidant vitamins C&E, vitamin D and Zinc, a full panel of B-vitamins and 250mg of BCAAs to support recovery.

Dan Warburton, Applied Nutrition’s National Account Controller said: “We’ve seen the continued demand for functional drinks the last 18 months and we’ve responded to these insights with action through the launch of products like BodyFuel™, creating tasty drinks with a variety of health benefits.

“BodyFuel™ came to market to support the demand, and we’ve been blown away by the response from shoppers. We’re delighted to have worked with Paddy on such a popular product and can’t wait for consumers to get their hands on Paddy Punch. It has been our most successful new product launch and we’re excited to see the growth over the next 12 months.”

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