RONKONKOMA, N.Y., April 27, 2016 /PRNewswire/ -- MET-Rx®, a pioneer in sports nutrition, is deepening its commitment to support the needs and desires of modern athletes by unveiling three new lines of innovative products. In addition to the product innovation, the brand is launching a full packaging refresh and a national advertising campaign. To help bring this to life, MET-Rx has partnered with Joey Bosa, a highly-acclaimed collegiate defensive end and one of the top projected 2016 football prospects.
"We understand the hard work and dedication that goes into training; the blood, sweat and tears it takes to achieve athletic dominance," said Brad Charron, Senior Vice President & General Manager of MET-Rx. "The MET-Rx portfolio is designed to help athletes nourish and love their inner monster, and our new product lines were developed to meet the needs of a new generation of athletes and provide them with the necessary tools to get to the next level."
New Athlete-Inspired Products
Focused on quality, taste and overall nutrient profile, Met-Rx is reinvigorating its current portfolio and creating new, innovative products that cater to the performance needs of the modern athlete:
- MET-Rx Super Hydrate Sports Drink is a ready to drink beverage that contains no artificial flavors, preservatives or sweeteners. Unlike other sports drinks, Super Hydrate is made with 20 percent coconut water and contains the ideal ratio of all six essential electrolytes for hydration – potassium, sodium, calcium, phosphorus, chloride and magnesium. Super Hydrate contains lower sugar content than most leading sports drinks in the market and is available in four flavors, including:
- Lemon Line
- Orange Mango
- Tropical Punch
- Fruit Punch
- MET-Rx Ultra Recovery High Protein Milk Shake, available in Chocolate and Vanilla, is a post-workout protein shake made with real milk and contains no artificial colors, sweeteners, flavors or preservatives. Ultra Recovery Shake provides the recovery benefits of chocolate milk, with 39 percent less sugar per ounce, and also offers the ideal protein ratio to promote workout recovery.
- The Sports Series Powders are formulated with no stimulants and are geared and developed for the specific needs of athletes training for their particular sport. The pre- and post-game powders are available in four flavors, including:
- Fruit Punch
- Iced Tea
- Chocolate Graham
MET-Rx Athlete Joey Bosa
MET-Rx has tapped Big Ten Defensive Player of the Year Joey Bosa in a multi-year deal to serve as a brand spokesperson and advocate. In celebration of athletic achievement, Bosa will host a media event in Chicago on Thursday, April 28, just prior to professional teams making their first round picks. At the event, Bosa will talk about his path to dominance, highlighting what it took to get to where he is today.
"This selection week represents the culmination of many years of intense preparation to perform and compete at the highest level, so this time is the perfect opportunity to align with our brand's purpose to champion complete athletic dominance and celebrate those who achieve it," said Charron. "Joey Bosa is a prime example of a young athlete who embraced his inner monster and channeled that passion into athletic success, which makes him a perfect fit for the MET-Rx brand. We are very excited to partner with him."
"Love the Monster" Creative Campaign
The MET-Rx launch event also marks the debut of the brand's new national advertising campaign, "Love the Monster." Created by Droga5, the new campaign celebrates athletic dominance, taking preparation and confidence to the field. The :15, :30 and :80 second spots, directed by Academy Award® winning documentary filmmakers TJ Martin and Dan Lindsey, follow a football player on his team bus as it rolls into a rival town, focusing on the preparation and energy needed to love the monster within and dominate on the field. The new spot marks the first national advertising campaign for the MET-Rx brand in decades.
Debuting on April 27, the new campaign includes TV spots on ESPN, followed by significant digital investments, including a video integration with Stack.com, paid search and unique social media content.
For more information on the full line of MET-Rx products and the new ad campaign, visit http://www.metrx.com.
With over 25 years of heritage, MET-Rx® is a pioneer in athlete-inspired sports nutrition powders, bars and ready to drink beverages. MET-Rx helps elite athletes to love their monster – with products that are athlete-inspired, purposefully designed, and guided by research. For more information about MET-Rx, please visit www.metrx.com.
Ashley Dickerson, NBTY
Joe Perri, MWW