BikeBiz Bicycle and cycling retail news
Saddleback has become official UK distributor for Accelerade Sports Drinks.
Accelerade – manufactured by Pacific Health Labs – was first introduced to UK retail last year in selected bike shops, but the deal with Saddleback represents a significant step up for the brand, increasing dealer, consumer and media support for Accelerade.
Saddleback will bring the full product range to UK shops; Accelerade sports drinks, Accel Gels, Endurox R4 recovery and Forze GPS weight control bars.
The brand is hoping to mirror the success it has seen in the US and has an event and athlete support programme at national and regional level to raise awareness of Accelerade, its benefits and boost sales.
Accelerade UK representative Chris Green enthused over the deal: “We are very pleased to be partnering with Saddleback at such an exciting time for the brand. They have a proven track record of giving great representation to the brands they distribute and are very well respected in the cycle sport market. We feel they will be a great fit for all our brand stands for and the timing is perfect to partner with them. Together we will continue to build the brand momentum we are establishing here just as we have done already in the US.”
Saddleback director Andy Wigmore said: “We are delighted to become the official UK distributor of Accelerade Sports Drinks. From the beginning PHLI made it very clear they wanted to work with us and showed great confidence in our ability to deliver a great service.
“We have been looking for sometime to include a high end sports drink brand in to our portfolio, as we see it as a direct compliment to the large market share we already have in elite performance cycling sector. With Accelerade’s unique properties and proven success in the US the brand will be great for UK athletes and dealers alike. Accelerade product will be available from Saddleback within the next couple of weeks.”
