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Established Foods Are Repositioning As “Real Foods” For The Sports Crowd

July 1, 2019: 12:00 AM EST
Creating new foods, or repositioning established, traditional foods, as sports nutrition products is proving to be a profitable business tactic. As sports nutrition products move into the mainstream, so-called “real foods” – devoid of artificial ingredients – are moving into the world of professional and amateur sports. Example include: Veloforte's sports twist on a traditional Italian treat packed with fruit and nuts; California-based Clif Bar, now firmly tethered to sports and activity;  Soreen, a fruit-based cake from the U.K. repositioned for recreational cyclists; low-sugar protein bar Grenade Carb Killa, marketed as a real food alternative to sports nutrition bars. The trend is powered by sports dietitians whose first principle is that whole foods are the best fuel.[Image Credit: © silviarita from Pixabay]
"Veloforte's sporty twist to Italian treat shows repositioning opportunity", Food & Beverages News, July 01, 2019, © Food And Beverage News
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