WheyUP to Be Sold At Fred Meyer Stores Nationally

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Fitness beverage company signs marketing deal with supermarket chain for distribution in the Western United States

WheyUP, the Original Protein Drink with Energy, continued its aggressive distribution campaign by signing a deal with Fred Meyer, a chain of "hypermarkets" with retail stores in Oregon, Washington, Idaho and Alaska. As part of this agreement, WheyUP will be sold at 130 Fred Meyer stores in the sports and fitness sections.

"We're very excited to be partnering with Fred Meyer," said WheyUP's inventor and co-founder Erik Rothchild. "Fred Meyer is an iconic name in the Northwest, and this gives us a great foothold in that key market."

Fred Meyer, founded in 1922 in Portland, Oregon by Fred G. Meyer, was one of the pioneers of the one-stop shopping concept, combining a grocery store with shopping departments for clothes, shoes, home improvement, garden, electronics, toys, sporting goods, and a pharmacy under one roof. Fred Meyer is a wholly-owned subsidiary of the Kroger Co., though its stores are still branded under the Fred Meyer moniker.

"We are always working to stay one step ahead of our customers' needs," said Mark Santilli, Health and Beauty category manager at Fred Meyer Stores. "WheyUp has the combination our customers tell us they are looking for - protein and added energy to help them get the most out of their workouts."

WheyUP represents a breakthrough in the fitness drink market. It combines 20 grams of whey protein with an energy formula in a sugar-free, non-carbonated beverage. WheyUP is sold in ready-to-drink 16-ounce plastic bottles and 12 packs in its popular Grape Punch flavor.

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.

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Curt Blakeney
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