Detour® Brand Enters Beverage Market With Launch Of Lean Muscle High Protein Shake

Premium shake contains 32 grams of protein, 1000 mg of Omega 3's and 26 vitamins and minerals; designed to help build and maintain lean muscle

Mar 23, 2011, 06:00 ET from Forward Foods, LLC

CARSON CITY, Nev., March 23, 2011 /PRNewswire/ -- Nutrition bar company Forward Foods, LLC, the maker of the award-winning Detour® bar, today announced that the company has entered the beverage market and added a Detour Lean Muscle high protein shake to its existing line of Detour protein bars.

With 32 grams of high quality protein, the Detour Lean Muscle shake is designed to help athletes build and maintain lean muscle.  Detour's Lean Muscle shake is fortified with 26 vitamins and minerals and provides 1000 mg of healthy Omega 3's per serving, a first in the protein shake category that gives dedicated athletes the full spectrum of nutrients they need for optimal performance and lean muscle development.  

"Our consumer research shows that athletes of all levels consider building lean muscle and maintaining a tone body to be central to their physical goals, and they're looking for a variety of protein sources, including ready to drink beverages to help them reach that goal," said Patrick Muldoon, chief executive officer of Forward Foods, which owns Detour. "The Detour brand is known for providing high performance protein and great taste, so a premium shake that also provides vitamins, minerals and healthy fats should really connect with consumers and is a great addition to the Detour product line."  

The launch of the Detour Lean Muscle high protein shake is a major extension of the company's popular Lean Muscle product line. The company also offers Detour Lean Muscle protein bars, which also contain 32 grams of high quality protein, provide up to 2000 mg of healthy Omega 3's per serving and are fortified with 20 vitamins and minerals. The Detour Lean Muscle protein bars are available in Fudge Almond Crunch, Cookie Dough Caramel Crisp and Peanut Butter Chocolate Crunch flavors.

The Detour Lean Muscle high protein shake will launch in two flavors, Milk Chocolate and Vanilla Bean.  Each shake contains 260 calories and is lactose free.  The shakes will be available in health and fitness retailers, including GNC stores nationwide, starting in April.

About Forward Foods

Forward Foods, LLC manufactures and markets high protein, snack, and energy bars and high protein shakes under the Detour brand. Since the introduction of the original bar in October 2002, Detour has grown into a $50MM retail brand platform and is the leading high protein brand in health and fitness stores. Detour revolutionized the high protein bar category by being the first to utilize candy bar technology and formulation to create a truly "great tasting" high protein bar. The brand has now expanded to more mainstream channels including food grocery, drug store, mass merchant, club and convenience stores. For more information on the complete line of great tasting, high protein Detour products, visit or follow us on Facebook:

SOURCE Forward Foods, LLC