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Shamrock Farms expands line of milk-based sports nutrition beverages

PHOENIX — Shamrock Farms on Monday announced the launch of Rockin' Refuel Muscle Builder — a protein beverage made with real milk designed to be low in carbs and high in protein — through GNC locations.

Rockin' Refuel has teamed with Peyton Hillis, the National Football League Kansas City Chiefs running back, to help launch Muscle Builder. Hillis will be featured in the national print and online ads, the company said. "I am a big believer in Rockin' Refuel for the awesome taste and extra protein I need for my workouts," Hillis said. "I am excited the new Muscle Builder is coming just as my off-season training kicks in and it's the key time of year to build up my muscle strength."

Rockin' Refuel worked with GNC to develop the new product to better meet the needs of consumers looking to build and maintain healthy muscles, the company said. "Only Muscle Builder removes the carbs but keeps the great taste of real milk," Shamrock Farms director of marketing Sandy Kelly said. "GNC wanted to provide a more natural protein option that milk brings, so we worked together to develop this new way to get that essential muscle-boost without a lot of carbs or sugar."

The new Muscle Builder product is the latest addition to the Rockin' Refuel line that includes Rockin' Refuel Intense Recovery. The Intense Recovery product is real low-fat milk and has a 2:1 carb-to-protein ratio that is optimal for muscle recovery. Intense Recovery also provides 20 grams of protein, electrolytes and nine essential nutrients only found in 100% real low-fat milk, including calcium, magnesium, phosphorus and vitamin D.

New this summer, a no sugar added Rockin' Refuel Muscle Recovery product will hit store shelves, made with real low-fat chocolate milk and offering the same 2:1 carb-to-protein ratio, but with 50% less sugar and 20% less calories than Intense Recovery.

Muscle Builder will be available in 11-oz. four-packs and single units at select GNC stores and at GNC.com starting in May, 2012. All Rockin' Refuel products, including Muscle Builder, Intense Recovery and Muscle Recovery are available in 12-oz. bottles at select retailers nationwide.


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