The products are expected to be available during the second quarter of 2011 at GNC locations in the US and on the GNC website exclusively, prior to a wider release in other leading retail outlets.
The Phenom joint venture follows the successful retail launch of PepsiCo’s Gatorade G Series Pro at GNC stores in May 2010.
“Phenom is perfectly positioned at the intersection of health and wellness and natural hydration,” said Massimo D’Amore, CEO of PepsiCo Beverages Americas. “This is an exciting new phase of our relationship with GNC. As our partner, they’re a strong brand and provide well-recognised capabilities in the health and wellness space. Phenom will leverage these strengths in combination with PepsiCo’s scale and leading coconut water know-how.”
“This is the first time GNC has joined forces with a leader in the food and beverage industry to introduce a new line of products, and we’re delighted to have PepsiCo as our partner,” said Joe Fortunato, CEO of GNC.
Coconut water is a natural electrolyte beverage. Formed naturally inside the shells of coconuts, it’s also low in fat and calories and is a good source of vitamin C and heart-healthy potassium.
Source: PepsiCo
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