Medifast partners with Rutgers, V Foundation on new sports nutrition product line

OWINGS MILLS, Md. - Medifast announced Wednesday the launch of a sports nutrition product line, which will be marketed through partnerships with Rutgers University and The V Foundation for Cancer Research. The V Foundation, one of the nation's leading cancer research funding organizations, was started by famed college basketball coach and Rutgers' Alum, Jim Valvano.

 

"With the launch of our new sports nutrition product line, we're targeting athletes and the active lifestyle consumer," stated Michael MacDonald, chairman and CEO Medifast. "With the help of our partners - The V Foundation for Cancer Research and Rutgers University, we have created something particularly special. Having played basketball for Rutgers and developed a friendship with Jim Valvano, this is a very meaningful launch."

 

Through these partnerships, Medifast will manufacture a line of sports nutrition products branded as Dual Fuel. Product sales will benefit each partner's charitable cause. As Medifast continues to expand its product offerings, which currently consist of two bars and two ready-to-drink shakes, the company will look to add to its roster of distributors, including additional universities, sports retailers and online sites.    

 

Dual Fuel Bars are made with a proprietary dual layer combination - one crispy and crunchy made with healthy whole grains, the other sweet and chewy, made with real peanut butter or cocoa—for the right combination of carbohydrates and protein to help meet energy needs and fuel recovery after exercise. These products contain milk protein, and whey protein, which is known to be digested and absorbed relatively quickly by the body. Dual Fuel bars also contain no artificial flavors, colors, sweeteners or preservatives, and only 3 grams of sugar and 150 calories, compared to other leading national products that typically contain between 8 to 21 grams of sugar. 

 

Initially, the bars will come in two flavors, peanut butter fudge and double chocolate.

 

Dual Fuel Ready-to-Drink Shakes are made with high quality dairy protein and electrolytes to help rehydrate and fuel the body after exercise. These shakes contain 18 grams of protein and are made with real cocoa or vanilla extract, sweetened with monk fruit and stevia extract, contain no artificial flavors, colors, sweeteners or preservatives and are a good source of antioxidant vitamins A, C and E. 

 

Initially, the shakes will come in two flavors, chocolate milkshake and vanilla blast. 

 

Both products were designed in partnership with the Rutgers Athletic department to deliver great taste while remaining NCAA compliant.

 

"We are excited about the opportunity to launch the Dual Fuel sports nutrition product with Medifast given their history and stellar reputation in the health and wellness industry," said Susan Braun, CEO of The V Foundation for Cancer Research. "The partnership is a natural fit for our organization, supporting athletes while also supporting our mission to help save lives through cancer research."

 

The new Dual Fuel sports nutrition line is available for purchase at Rutgers.DualFuelNutrition.com and JimmyV.DualFuelNutrition.com. A portion of sales from The V Foundation products will go directly back to the Foundation. For the Rutgers products, a portion of the proceeds will go to the R Fund, a University benefactor that is committed to providing student-athletes with the necessary annual resources to reach their academic, athletic and personal potential. 

 

Products will also be available at Rutgers.DualFuelNutrition.com, concessions at the Rutgers Athletic Center and High Point Solution Stadium, and additional distribution outlets shortly.