PowerICE announced today that its frozen hydration bars, designed to enhance performance in athletes by cooling the core body temperature while replenishing lost electrolytes, are now made with 100% all-natural ingredients. The company also has doubled the number of flavors in its lineup.
"Our primary customers are performance sports enthusiasts and, we now realize, parents looking for healthy but tasty treats for the kids, both of whom are very concerned about what they and their families are ingesting," said Blair McNamara, Vice President of Sales & Marketing. "PowerICE has always been a healthy way to rehydrate with only 30 calories per frozen bar, just 8 grams of sugar, gluten free and contains no high fructose corn syrup. This week at Natural Products Expo West, the largest U.S. trade show for the natural, organic and healthy products industry, PowerICE will be sampling and taking orders for its all-natural flavors."
Health care is an additional market the brand is targeting. Dietitians at hospitals are looking for ways to improve nutrition for patients, and frozen PowerICE bars with electrolytes are a preferred hydration alternative to high-sugar Popsicles or plain ice chips. In addition, PowerICE is looking for further growth in the grocery and outdoor retail markets. Based in Steamboat Springs, Colo., which is known as an incubator for outdoor brands, PowerICE focused its efforts in the outdoor market in 2013 and is seeing rapid growth in this category.
In response to greater demand for the product, the company also is introducing two new flavors, Pomegranate Raspberry Rip and Grape Score, to accompany original flavors Lime Kicker and Orange Blast. "The new flavors are for the 'kid' in all of us, and our new 'all-natural' designation is for the 'mom' in all of us," said McNamara, who is a father of four.
