Medifast Sports Nutrition Product Line Announces New Partnerships

06 Apr 2016 --- Dual Fuel Product Line, which features protein bars and ready-to-drink shakes, adds to its roster with Play By Play Sports, the Colonial Athletic Association, and the Atlantic Hockey Conference. Medifast, Inc. a leading US manufacturer and provider of clinically proven weight-loss and healthy living products and programs, announced three new strategic partnerships for its sports nutrition product line, Dual Fuel. 

To help launch the product line developed for athletes and active consumers, the company has signed sponsorship agreements with both the Colonial Athletic Association and the Atlantic Hockey Conference, which will distribute Dual Fuel bars and ready-to-drink shakes to student-athletes and fans onsite at conference tournaments. The company has also hired Play By Play Sports, a leading sports marketing agency partner, to advance its distribution footprint among college and university programs.

The Medifast line of sports nutrition products, branded as Dual Fuel, launched in January with Rutgers University and The V Foundation for Cancer Research marketing partnerships. The new partnerships were established to expand distribution while offering active consumers the opportunity to experience the product benefits.

"These new partnerships serve as a strong platform for the expansion of Dual Fuel," said Michael MacDonald, Chairman and Chief Executive Officer, Medifast, Inc. "With the help of our strategic partners – Play By Play Sports, the Colonial Athletic Association, and the Atlantic Hockey Conference — we will increase our distribution and have developed a robust calendar of opportunities during which we can engage student-athletes and active lifestyle consumers around our products."

Dual Fuel has brought on Play By Play Sports as a strategic agency partner to help support the product line from a media, marketing, sponsorship and product sales perspective. Play By Play Sports will work to evaluate sponsorship opportunities and increase brand awareness and sales among the college and university marketplace.

In partnership with the Colonial Athletic Association (CAA), Dual Fuel will act as the Official Sports Nutrition Partner of CAA, distributing products to participating CAA student-athletes and sampling at CAA Championships for the 2015 – 2016 year.

"We are excited about the opportunity to partner with Dual Fuel," said CAA Commissioner Tom Yeager. "The products are an exciting addition to our tournaments, giving student athletes the support they need to perform and recover after their games."

Throughout the Atlantic Hockey Conference Tournament in Rochester, NY, Dual Fuel served as a "Champion in the Community" partner. In this capacity, they distributed products to student-athletes and tournament attendees. 

"When it comes to the active lifestyle of our student-athletes, nutrition choices are absolutely critical," said Atlantic Hockey Conference Commissioner, Bob DeGregorio. "Our partnership with Dual Fuel is a strategic opportunity to emphasize the value that we place on proper nutrition."

Dual Fuel Bars are made with a proprietary dual layer combination — one crispy and crunchy made with healthy whole grains, the other sweet and chewy, made with real peanut butter or cocoa—for the right combination of carbohydrates and protein to help meet energy needs and fuel recovery after exercise. 

The products contain milk protein, and whey protein, which is known to be digested and absorbed relatively quickly by the body; but contain no artificial flavors, colors, sweeteners, or preservatives, and only 3 grams of sugar and 150 calories, compared to other leading national products that typically contain between 8 to 21 grams of sugar. Initially, the bars will come in two flavors, Peanut Butter Fudge and Double Chocolate.

Dual Fuel Ready-to-Drink Shakes are made with high quality dairy protein and electrolytes to help rehydrate and fuel the body after exercise. These shakes contain 18 grams of protein and are made with real cocoa or vanilla extract, sweetened with monk fruit and stevia extract, contain no artificial flavors, colors, sweeteners, or preservatives and are a good source of antioxidant vitamins A, C, & E. Initially, the shakes will come in two flavors, Chocolate Milkshake and Vanilla Blast. 

Both products were developed with input from a division I athletic department to deliver great taste while remaining NCAA compliant.