Chocolate Distribution has been granted exclusive distribution rights to the cycle trade in the UK for the Lance Armstrong-backed Honey Stinger brand.
Distribution outfit ISO Active has appointed Chocolate to handle wholesale to the bike business, enabling it to further focus on driving the brand into new market segments.
Stuart McInnes of ISO Active told BIkeBiz: "ISO has some great brands and we're commited to ensuring each reaches its full potential. Together with Chocolate, we will be able to build greater awareness and facilitate wider product distribution in the cycle trade."
Jeremy Crook, director of Chocolate Distribution added: "We're a small, but focused distribution outfit dedicated only to quality brands. Honey Stinger compliments our existing portfolio well and i'm extremely excited to be working with a brand with such strong science-based, nutritional advantages to its product."
Stock will become available from Chocolate Distribution as of February 1st and will be debuted to the UK trade at Core Bike.