WheyUP to Be Sold At Bashas' Supermarkets in Arizona

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Sports beverage company signs deal with Chandler-based grocery chain

WheyUP, the Original Protein Drink with Energy, continued its aggressive distribution campaign by signing a deal with Bashas' Supermarkets, a major grocery chain in Arizona. Under this arrangement, WheyUP will be sold at select Bashas' stores in May 2008.

Bashas' was founded in 1932 by brothers Ike and Eddie Basha Sr. Since then, it has become the largest family-owned supermarket in Arizona and the 8th largest employer in the state. Bashas' is the 15th largest privately-held supermarket chain in the nation.

Bashas' has doubled in size in the last decade with stores under the Bashas' name, as well as AJ's Fine Foods, and Food City, bringing the total to more than 160 stores.

"We're always looking for products of excellence," said Jayson Mead, Category Manager for Natural Foods for Bashas' Supermarkets. "We're especially thrilled when excellent products are made in our own backyard. It's a perfect situation to have a great product made locally - the profits stay in the community, you always have support nearby, and you can deal directly with the people who have the passion for their product."

WheyUP represents a breakthrough in the sports drink market. It combines 20 grams of whey protein with an energy formula in a sugar-free, non-carbonated beverage. WheyUP will be sold in ready-to-drink 16-ounce plastic bottles and 12 packs in two flavors: wild berry and tropical citrus.

"We see WheyUP as a mass market drink that appeals to all demographics," said WheyUP's inventor and co-founder Erik Rothchild. "So to get distribution at one of the most popular and well-known grocery stores in Arizona is huge for our visibility and credibility. It really speaks volumes about WheyUP's potential as an everyday drink for consumers everywhere."

The fitness industry recommends consuming a minimum of 20g of whey protein prior to working out. Many individuals are also seeking a boost of energy - whether it's coffee, an energy drink or caffeine pills - to intensify their workout. With WheyUP, getting energized and adding healthy protein to a diet has never been easier.

WheyUP is targeted toward health-conscience individuals and fitness enthusiasts. It is ideal for fat-loss programs, exercise programs, weight-training programs, athletic activities, and as part of a healthy, active lifestyle.

"With 20 grams of protein, zero fat and only 1 gram of carbs, WheyUP is the perfect drink for people on carb-conscience diets," Rothchild said. "It's a great way to add protein to your diet and energy to your day."

For more information, visit http://www.wheyup.com.

To schedule an interview with WheyUP founder Erik Rothchild, for a product sample, or a high-resolution product image, please contact Curt Blakeney, Edge Public Relations (http://www.edge-pr.com) at 480-628-1611 or curt(at)edge-pr.com.

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Curt Blakeney
WheyUP
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