Max Muscle introduces probiotics-enhanced protein bar

2/11/2009

ANAHEIM, Calif. Specialty retailer Max Muscle Sports Nutrition on Tuesday announced the launch of Max Crunch, a probiotics-enhanced protein bar.

The collaboration between Max Muscle and Ganeden Biotech, manufacturer of the patented probiotic strain GanedenBC30, breaks ground in the rapidly expanding market of probiotic-enhanced food products. “Considering the demands placed on the digestive systems of athletes and others who supplement with protein, it is imperative that the digestive system function optimally to properly utilize the added protein,” Max Muscle stated in a press release.

"We have long known the health benefits probiotics deliver in improving digestion and enhancing immunity, but we are just now learning about the ability to help with protein digestion," stated Phil Harvey, chief scientific officer for Max Muscle. "This is a major breakthrough for the sports nutrition field."

The 50-g Max Crunch bars come in Peanut Butter Perfection and Chocolate Rage flavors and contain 17 g of protein. The bars will be available individually for $1.99 to $2.50 and in boxes of 15 for $29.85 to $37.50 at more than 160 Max Muscle retail locations across the country starting this month.

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