Saddleback picks up Mule Bar - BikeBiz

Saddleback picks up Mule Bar

100% natural energy product line-up now available through Bristol-based distributor
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Saddleback has picked up offical UK distribution rights to energy brand MuleBar.

The Fuel For Adventure owned brand’s full range – including the recently launched KICKS organic energy gels – will be available through the distributor. The MuleBar line-up also includes seven different flavoured energy bars, smaller MegaBite bars and two unique protein ReFuel bars.

Fuel For Adventure has set its sights on becoming the natural energy brand of choice in the UK cycle sport market, particularly within the triathlon, road and MTB sectors. Saddleback will focus on working with retailers serving competitive cyclists.

“We are very pleased to be partnering with Saddleback at such an exciting time for both companies,” said Fuel For Adventure co-founder Alex Smith. “We have come to know Saddleback well throughout the last two editions of the Tour of Britain and have been impressed with the great representation and support they give to the brands they distribute. We particularly like the way they are respected in the cycle sport market and feel they will be a great fit for all that our brand stands for.”

Saddleback director Andy Wigmore added: “We are thrilled to be partnering Fuel For Adventure for 2011 onwards. It’s a brand we have admired for a long time and see many similarities between our two companies. In addition to its great offering in energy bars, Fuel For Adventure is developing some unique gels and a host of other energy products that will change the way that people think about sports nutrition. I am delighted Fuel For Adventure want to work with us and am flattered by the confidence they have shown in our ability to deliver a great service.

“We have been looking for expand our share of the nutrition market as we see it as another way of assisting the competing /enthusiast cycling consumer that we already support. Fuel For Adventure’s passion for continually developing its product and enhancing its brand will make it a great fit for Saddleback and dealers alike. The full MuleBar range will be available from Saddleback in early January.”

Mule Bar is the official energy bar of the Tour of Britain, the Army Cycling Union championships and the Adsa Cape Epic. Fuel for Adventure won Best New Sport Nutrition product for the MegaBite bars at the Natural and Organic Awards and Best Energy Bar at the Cycling Plus 2010 Nutrition Awards.

Fuel for Adventure is a one per cent For the Planet Company, donating one per cent of its annual sales to environmental organisations. MuleBar boxes are made of recycled material and printed with vegetable inks.

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