PowerBar Training | GMR Marketing
March 19-21, 2007
Confidential. Presented March 20, 2007.
History
• 1983 Brian Maxwell develops PowerBar
in his kitchen
• 1984 PowerBar Inc. founded
• 1996 PowerGel
• 1998 Harvest
• 1999 ProteinPlus
• 2000 PowerBar Acquired by Nestle
• 2001 Pria
• 2004 Beverage System and
Pria Complete Nutrition
• 2005 Nut Naturals and Triple Threat
• 2007 The PowerBar Performance System
Sports Marketing:
Athletes & Events
Sports Marketing
• Athletes
• Events
Athletes
• Featured
• Team Elite
Team Elite
Over 8,700 brand advocates
• 1200 Individuals
• 150 Teams
• +20 Different Sports
Over 29,000 applicants
2-Year sponsorship
Events
Events
• Grassroots
• Ironman
• “Big Three” Marathons
– Pre-event, Expo, On-course
• Boston
• Chicago
• New York City
Event List
Ironman South Africa
Across the Bay 12K
Shamrock Shuffle
California Half Ironman 70.3
Carlsbad 5000 and Jr. Carlsbad
Sea Otter Classic
Ironman Arizona
Boston Marathon
Country Music Marathon and Half Marathon
Shiner Bash
Wildflower Triathlons
Devil Mountain Run
Ironman Florida 70.3
BolderBOULDER 10K
Pacific Sun 10K
Honu Ironman 70.3
Rock 'n' Roll Marathon
Baja Ironman 70.3
Eagleman Ironman 70.3
Ironman Coeur d’Alene, Idaho
Buffalo Springs Ironman 70.3
Eden Medical's Run to the Lake 5K/10K
Lake Stevens Ironman 70.3
Vineman Ironman 70.3
Ironman USA Lake Placid
Wharf to Wharf 10K
Whirlpool Steelhead Ironman 70.3
Tour de Peninsula
Leadville 100 Trail Mountain Bike
Leadville 100 Trail Run
Timberman Ironman 70.3
LIVESTRONG Challenge- Philadelphia
Ironman Korea
Ironman Louisville
Rock n Roll Half Marathon
Pacific Grove Triathlon
Cancun Ironman 70.3
Ironman Wisconsin
Philadelphia Distance Run / Elite Racing
Banana Chase 5K & 10K- Whole Foods
Interbike Outdoor Demo
Scott Tiney's Adventures
LIVESTRONG Challenge- Portland
Boston Half Marathon
Chicago Marathon
LIVESTRONG Challenge- Austin
Ironman Championships Kona
Rock 'n' Roll 1/2 Marathon San Jose
Ironman Florida
New York City Marathon
Treasure Island Triathlon
Ironman 70.3 Championships
CAS Run Wild! 5K & 10K
Products
2007 will focus on generating awareness for the
entire PowerBar portfolio and driving equity into the
PowerBar brand.
Everyday
Nutrition
PowerBar
Performance
System
Strength
Improves physical
performance
during athletic
activity and
facilitates recovery
Protein based
bars for
sustained
energy and
lean body
Casual
Active
Nutritious
Snacking
Great tasting
energy snack
that fuels like a
PowerBar and
tastes like a
candy bar
Great-tasting, allnatural, nutrition
packed snack
options.
Utilizing state-of-art nutrition science, PowerBar has developed
a revolutionary new 3-step system that will take performance
to a whole new level by providing athletes the power to
Energize, Refuel, and Rebuild.
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PowerBar Performance System is a guide to communicate the benefits and
usage occasions for the PowerBar portfolio of products
A tool to help experienced athletes dial-in their own personal system
A tool to help new athletes understand what to use and when
A new and unique position in the category
Sports Nutrition Science
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Carbohydrates are the body’s main source of energy during exercise.
It has been long believed that there is a limit to the rate at which the body
can absorb energy from carbs, but...
Breakthrough research proves that consuming a specific ratio of
glucose and fructose carbohydrates (versus glucose only) increases
the rate at which the body absorbs carbohydrate energy by 20-55%.
Sports Nutrition Science
C2 MAX Carbohydrate Blend
• A new high-octane carbohydrate blend
– Scientifically proven to deliver 20-55% more sustained energy to
working muscles
– Maximizes carbohydrate absorption
• Definition: 2:1 carbohydrate blend of Glucose & Fructose
• Allows the body to absorb 45g – 90g of carbohydrates per hour
– Improves athletic performance by up to 8% in trained athletes
• Examples of recommended hourly usage:
– Two Performance Bars with water (90g of carbohydrates)
– Three PowerBar Gels with water (81g of carbohydrates)
Sports Nutrition Science
• Additional research has recently shown that consuming
this specific carbohydrate blend (glucose and
fructose) actually improves athletic performance by
up to 8% in trained athletes1.
– This could be:
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4 minutes off the average 10K finish time (52min)
20 minutes off a 4 hour bike ride
22 minutes off the average marathon time (4:45)
More energy for the second half
• Utilizing this advanced sports nutrition science, PowerBar
formulated C2 MAX.
1. Research presented at both American and European sports nutrition conferences in 2006,
and so new that it has not yet been published, further supports how this glucose-fructose blend
impacts performance. In this study, trained cyclists pedaled at a steady, vigorous pace for two
hours, and then performed a 1-hour time trial. The cyclists were given identical looking/tasting
sports drinks that contained either glucose alone or a combination of glucose and fructose in
an optimized ratio. During the time trial, the power output from the cyclists consuming the
glucose-fructose combination was 8% higher than those consuming glucose alone.
The legendary PowerBar Performance bar is now even better. Using
advanced nutrition science, PowerBar has developed C2 MAX, the optimal
blend of carbohydrates that delivers more sustained energy to muscles
allowing athletes to perform longer, faster, and better than ever before.
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Reformulated with C2 MAX, high-octane carb blend scientifically proven
to deliver more sustained energy to working muscles
– Perform longer, faster, and better than ever before
Fortified with as many electrolytes as a 20oz bottle of sports drink
New formula replaces high fructose corn syrup with organic evaporated
cane juice syrup
• Key Selling Points
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The original energy bar
Now improved with C2 MAX carb blend
Fortified with as many electrolytes as a 20oz bottle of sports drink
Delivers sustained energy for a performance edge:
• 45g of simple and complex carbohydrates for long-lasting energy
• 17 vitamins and minerals including 100% daily value of energy
releasing B-vitamins and antioxidant vitamins C & E
• 9-10g of protein
• Low in fat, 0g trans fat
• Easy to digest
– Provides one-hour’s worth of muscle fuel
• Nutrition Insights
– Can be used Pre-Workout, During Workout, and Post-Workout
• Pre-Workout: Provides quick-digesting fuel
– High-carb, moderate-protein, low-fat, low-fiber
• During Workout: 30-60 carbs per hour is proven to extend
endurance—PowerBar Performance delivers 45 carbs
– One hour’s worth of activity
• Post-Workout: High-carb, moderate-protein content promotes rapid
recovery
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PowerBar Performance Bars are available in 12 flavors:
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Apple Cinnamon
Banana
Caramel Cookie (NEW!)
Chocolate
Chocolate Peanut Butter
Cookies & Cream
Honey Roasted Nut (NEW!)
Milk Chocolate Brownie (NEW!)
Oatmeal Raisin
Peanut Butter
Vanilla Crisp
Wild Berry
MSPR $1.39
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During strenuous exercise the body burns carbohydrates and loses key
electrolytes through sweat. PowerBar Gel refuels and restores those
nutrients in order to maintain peak performance.
Formulated with advanced C2 MAX, high-octane carb blend scientifically
proven to deliver more sustained energy to working muscles
Provides 27g of carbohydrates are rapidly absorbed to hit the
bloodstream fast
PowerBar Gel is the first carbohydrate electrolyte gel to provide the
carbs AND electrolytes of a high-end sports drink
Contains 4 times the sodium versus leading gel competitors - the key
electrolyte lost in sweat
Caffeine is a proven performance enhancer in endurance sports: recent
research confirms caffeine does not contribute to dehydration during
exercise
• Key Selling Points
– The first carbohydrate electrolyte gel to provide the carbs
AND electrolytes of a high-end sports drink
• Contains 4 times the sodium, the key electrolyte lost in sweat,
versus leading gel competitors
• Research-proven carbohydrate blend for faster energy delivery
– Improved packaging design for easier in-game use
– Available in caffeinated and non-caffeinated flavors
• 1x - 25 mg (equivalent to 8 oz. of soda or 4 oz. of coffee)
• 2x - 50 mg (equal to about one half cup of coffee)
• Nutrition Insights
– Can be used Pre-Workout and During Workout
• Pre-Workout: For early morning workouts or when pre-workout
time is otherwise limited, PowerBar Gel provides 27g of carbs
that are rapidly absorbed and hit the bloodstream fast
• During Workout: Usage recommendations for serious training or
competition can be increased from 30-60g carbs per hour to 4590g per hour with C2 MAX.
– 1-3 PowerBar Gels per hour help meet sports nutrition guidelines
– Caffeine is a proven performance enhancer in endurance sports; recent
research confirms caffeine does not contribute to dehydration during
exercise
– PowerGel is not a substitute for water
• PowerBar PowerGels come in a variety of flavors:
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Caramel (NEW!)
Chocolate*
Double Latte** (NEW!)
Green Apple*
Plain Energy (NEW!)
Raspberry Cream
Strawberry Banana*
Tangerine**
Vanilla
• MSRP $1.09
* Offers 1X Caffeine of Competitor Products
** Offers 2X Caffeine of Competitor Products
Introducing new PowerBar Recovery, the ready-to-drink shake
that jumpstarts muscle recovery and repair
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PowerBar Recovery is formulated with the right nutrition to help speed recovery
– 13g of amino acid rich-protein for muscle repair
• A protein level shown in research to stimulate protein synthesis after exercise
– 40g-42g of quick-digesting carbohydrates to speed glycogen restoration
• This carbohydrate level is perfect post-exercise to begin muscle recovery while
waiting to get to your next meal.
– 21 vitamins and minerals
– The important electrolytes sodium, potassium, and magnesium which are lost during a
workout
Integral component to the PowerBar Performance System
PowerBar Recovery delivers convenient, ready-to-drink, great tasting nutrition to jumpstart
muscle recovery.
– 2 great tasting flavors – Creamy Chocolate and Vanilla
MSRP $6.99 Per 4-Pack
Source: 12006 Bases Research
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Immediate post-exercise nutrition can greatly assist the
recovery process – meaning the body will rebuild quickly and
be ready for the next workout or competition.
Proper nutrition supports the recovery process in three important ways:
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Protein is needed to support muscle recovery
– Muscle proteins are broken down during exercise. When protein is
consumed immediately after exercise, the body synthesizes it faster.
Carbohydrates are necessary for glycogen restoration
– Scientific research shows that muscles respond best to carbohydrates
when consumed a short period of time after exercise, therefore rebuilding
glycogen more quickly.
Vitamins and minerals replace what is lost during strenuous exercise
– Vitamins and minerals help reduce exercise-induced creation
of free radicals experienced by athletes
Beverage System
The PowerBar Beverage System is a two-drink system
that delivers optimal hydration, energy, and recovery.
• Consists of Endurance and Recovery Beverages
• A sports drink you don’t have to dilute
• Endurance flavors available in three flavors:
– Fruit Punch, Sun Tea, and Lemon-Lime
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Recovery available in Orange
Available in single serve packets and multi-serve canisters
170-180 calories per single serve packet
Endurance MSRP $1.25 (single serve) and $19.95 (canister)
Recovery MSRP $1.50 (single-serve) and $24.95 (canister)
Beverage System
• Endurance
– Drink before and during exercise (Step 1 or 2) for hydration and muscle
fueling
– 7% carbohydrate concentration maximizes the fuel delivered to muscles
– Contains a high level of sodium, the key electrolyte lost in sweat
– Has a great, light taste you don’t have to dilute
• Recovery
– Drink within the crucial 30-60 minute post-workout window (Step 3)
– Has a slightly higher (8%) carbohydrate concentration then Endurance
– Contains 6g of protein to help speed muscle recovery and glycogen
levels
– High levels of sodium (the key electrolyte lost in sweat) make Recovery
more efficient than water or lower-sodium drinks for post-exercise rehydration
Everyday Nutrition
Everyday Nutrition
• PowerBar offers a range of product lines for
everyday nutrition including:
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Protein Plus for strength training
Triple Threat for the casually active male
Harvest and Nut Naturals bars for nutritious snacking
Pria for women’s nutrition
Protein Plus
• PowerBar Protein Plus
• PowerBar Protein Plus Reduced Sugar
– Provides sustained energy and
long-lasting satisfaction between
meals: 290-300 calories,
including 23g of high quality
protein
– High-quality protein containing
amino acids essential for muscle
building
– Each bar contains as much
protein as a standard serving of
steak, with less than half the fat
– Available in 4 flavors:
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Chocolate Peanut Butter
Vanilla Yogurt
Chocolate Crisp
Cookies & Cream
– Provides sustained energy and long-lasting
satisfaction between meals: 290-300 calories,
including 20-22g of high quality protein,
– Low Sugar: Only 1g of sugar/bar; less spike
and crash in blood sugar may lead to more
consistent energy levels
– High quality protein containing amino acids
essential for muscle building
– Shown in a clinical study to have a low impact
on blood sugar
– Available in 4 flavors:
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Chocolate Caramel Crunch
Chocolate Peanut Butter
Peanut Caramel
Double Chocolate
Triple Threat
“Fuels like a PowerBar, tastes like a candy bar.”
• Consumer Target: Casually active men 18-34
• Triple Threat: Great Taste, Energy, and Nutrition
• Fuels like a PowerBar with:
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220-230 calories
10-11g protein
4g fiber
16 vitamins & minerals
• Available in 2 delicious varieties (Layered and Crisp) and 6 flavors:
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Caramel Peanut Fusion
Chocolate Caramel Fusion
Caramel Peanut Crisp
Chocolate Peanut Butter Crisp
S’mores (NEW!)
Chocolate Toffee Almond (NEW!)
Nut Naturals and Harvest
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Consumer Target
– Nutritionally concerned men 30+
Positioning
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Healthy Snack Bar – not a replacement to the “Performance” Bar
Harvest provides one full serving of whole grains
Made with whole grain, nuts, and real fruit
Heart Healthy
Nut Naturals available in 3 flavors: Trail Mix, Fruit & Nuts, Mixed Nuts
Harvest available in 7 flavors: Peanut Butter Chocolate Chip, Double
Chocolate Chip, Toffee Chocolate Chip, Oatmeal Raisin Cookie,
Chunky Cherry Crunch, Apple Cinnamon Crisp, Strawberry Crunch
Nut Naturals and Harvest
• Nut Naturals
– Made with Heart Healthy
almonds and peanuts
– 100% natural
– No high-fructose corn syrup or
artificial sweeteners
– Made with simple, real
ingredients like fruit and nuts
– 10g protein
– Low sat fat
– 16 vitamins and minerals
• Harvest Bar:
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A full serving of whole grain
10g of protein
5g of fiber
23 vitamins & minerals
Energy for the short run and
nutrition for the long run – made
with whole grain and real fruit
Pria will continue to move towards a weight management
position by renovating our product line to better meet the needs
of consumers looking to manage their weight through
exercise and nutrition.
Weight
Management
Calorie Control
Great tasting calorie
control snack bar
Carb-Control
Meal Replacement
Great tasting
nutrition bar for
the carb
conscious
Great tasting bars and
drinks that provide
complete and balanced
nutrition
Products
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Consumer Target: Nutritionally conscious active women (ages 25-49)
Positioning: Heathy, tasty snacks designed specifically for women
Product Benefits:
– Provide women with the nutrition their bodies need
• Helps boost calcium absorption
– Contains a natural dietary fiber (inulin) to help boost calcium absorption
– Key point of differentiation vs. Luna and other competitors
– Has 40% daily value of calcium
• 23 essential vitamins and minerals
• Good source of fiber
– Made with whole grains (Grain Essentials)
– Contain organic ingredients (Grain Essentials)
– Bars range from 110-170 calories
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Available in 4 varieties:
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Pria 110 Plus
Pria Carb-Select
Pria Complete
Pria Grain Essentials
Products
• Pria 110 Plus
– Only 110 calories
– As much calcium as a glass of
milk
– 23 vitamins and minerals
– Soy protein for muscle tone
– 3 flavors
• Mint Chocolate Cookie
• French Vanilla Crisp
• Chocolate Peanut Crunch
• Pria Carb-Select
– 130-170 calories
– As much calcium as a glass of
milk
– 10 grams protein, 1 gram sugar,
and 2 grams of impact carbs
– Delicious and nutritious in crispy
and layered varieties
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Caramel Nut Brownie
Chocolate Peanut Butter Crisp
Cookies ‘n Caramel
Peanut Butter Caramel Nut
Products
• Pria Complete
– Meal replacement bar with 170
calories and 5 grams of fiber
– Balanced nutrition specifically
formulated for women
– As much calcium as a glass of
milk
– 23 vitamins and minerals
– 3 flavors
• Mint Chocolate Crisp
• Chocolate Peanut Butter Crisp
• French Vanilla Crisp
• Pria Grain Essentials
– Introduced in 2006
– Made with whole grains, for a
naturally satisfying snack
– 70% certified organic ingredients
for wholesome goodness
– 40% of daily calcium requirement
– 23 vitamins and minerals
– 160-170 calories per bar
– Available in 3 flavors
• Chocolate Almond Bliss
• Orchard Apple Cinnamon Crisp
• Country Honey ‘n Oats
Nutrition 101
Nutrition 101 – Carbohydrates
*Carbohydrates store and transport energy*
How do carbohydrates work?
– The human body, at any given time, has a set amount of carbohydrates. As an
athlete exercises, this reserve of carbohydrates (energy) is diminished. If the
reserve is not replenished, bikers will “bonk” and runners will “hit the wall”.
– In exercising athletes, glucose can be absorbed and oxidized at the rate of
about 1.1 grams per minute. If larger amounts of glucose are ingested, its
transporters get saturated, and the rate of absorption can’t be increased any
further. Consuming more carbs than the body is able to effectively absorb and
metabolize can lead to the possibility of digestive discomfort. However, fructose
has its own intestinal transporter. So, by giving athletes optimal quantities of
both glucose and fructose, athletes can take advantage of both transport
systems, and increase the rate of carbohydrate absorption.
Nutrition 101 - Carbohydrates
What is glucose, and how is it absorbed?
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Glucose is the principle circulating sugar in the blood and is the body’s main source of fuel.
Ingested glucose is absorbed directly into the blood from the intestine (mainly through the
jejunum) and results in a rapid increase in the blood glucose level.
What is fructose, and how is it different?
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Fructose is the sweetest naturally occurring sugar, and is a natural by-product of fruits and
honey. It has the same empirical formula as glucose (C6H12O 6) but differs in its structure.
As such, it differs in how it is absorbed and broken down by the body.
Fructose is absorbed via the GLUT-5 (fructose only) transporter as well as through the GLUT2 transporter (for which it competes with glucose and galactose).
Due to the unique and lengthy metabolic pathway of fructose, which involves phosphorylation
and a multi-step enzymatic process in the liver, fructose has a very low Glycemic Index (little
impact on glucose levels). However, the body’s capacity for fructose absorption is less
compared with that for glucose.
Nutrition 101 – Muscle Recovery
• During moderate or high intensity endurance exercise, glycogen in muscle
is broken down into glucose for fuel.
• Glycogen stores can be rebuilt by consuming the right carbs and protein at
the right time
– Within the first 30-60 minutes post workout
• Consume a combination of carbs and protein on an hourly basis for 4 to 6
hours after exhaustive exercise in order to fully replenish muscle glycogen
stores.
• Protein contains amino acids that are absorbed and repackaged into new
proteins for muscle repair and resynthesis
Recommended Product Usage / Tips
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RULE #1: NOTHING NEW ON RACE DAY!!!
Most athletes prefer to eat pre-event meals two- four hours beforehand.
– The ultimate goal is to be fueled, hydrated, and comfortable
– Meals should be high in carbs, moderate in protein, and relatively low in fat and fiber
– Drinking an extra 16 oz of fluids two – three hours before exercise in recommended
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For serious training (1 hour or longer); recommended carbohydrate intake is 45 to
90 grams per/hour (with new C2 MAX) during exercise.
Experimentation with different nutritional tactics during training/recovery is essential
– Individuals and athletic disciplines can very significantly.
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Consume carbs with some protein ASAP after exercise
– Key window is 30 to 60 minutes post activity
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Consume 0.75 grams of carbs for every 2.2 pounds of body weight on an hourly
basis for 4 to 6 hours after exhaustive exercise
– Ex. A 150lb person should consume 55g of carbs/hour
• PowerBar Performance Bars (41-45g carbs and 8-10g protein per bar)
• PowerBar Protein Plus Bar (38g carbs and 23g per bar)
• Recovery Shake (40-42g carbs and 13g protein per shake)
Be Great®