| Fortified Water Ads Flood Super Bowl
(Rochester, N.Y.) – The Super Bowl was awash with commercials for enhanced or "fortified" water.Are these beverages good for you, or are their claims all wet?At the Midtown Athletic Club cafe, the Vitaminwater brand is a big seller.“It tastes good and supposedly it's good for you," said Elvio Fernandez.“I have to force myself to drink water so it's a good alternative," said Jay Surgoine.The beverages come in many flavors with different vitamin and mineral combinations. Vitaminwater's Kiwi-Strawberry Focus favor has Vitamins A, C, B3, B6, B12, B5. Some of the drinks have calcium or potassium.In one ad shown during the 2008 Super Bowl, Shaquille O'Neal rides a horse to victory, thanks to Vitaminwater. In another, lizards got down to Michael Jackson while claiming the SoBe Life water brand is “thrillicious."USA Today cites figures showing that sales of fortified ("enhanced") water went up 32 percent in the first nine months of 2007.“It's definitely hype," said Rochester Institute of Technology Assistant Professor Liz Kmiecinski, who teaches a class on sports nutrition.She says the vitamins in these drinks are “totally random," and most people typically don't need a boost of the vitamins offered.“We need to get our vitamins from food, fruits and vegetables, whole grains, whole foods, dairy products, those kinds of things," Kmiecinski said.Midtown's fitness director warns clients that the water is "enhanced" with more than just vitamins.“Regular water is always better because of the calorie content, the calories.
Retailers chant wellness mantra
MUMBAI: After fast moving consumer goods companies contracted the fast spreading health and wellness fever in the country, it is the turn of retailers to cash in. Three months after the first wellness store by Mukesh Ambanis Reliance Retail was launched in Hyderabad, Maharashtra gets its first in Mumbai. Armed with 8,000 stock keeping units and spread over 3,100 square feet, this specialty store will provide customers products in the categories such as medicines, sports nutrition, personal care and beauty, cosmetics, opticals, OTC, health foods, self help medical and fitness equipment. Even books on yoga and health and massaging chairs. Himalaya Drugs is also expanding its retail presence and has over 150 retail stores, aiming to double this number by 2009.
Energy bars taste like candy, packed with protein, but most don't need ...
Wrapped like little stocking stuffers in colorful foil, protein bars beckon from the checkout stands at sports stores and nutrition centers. With flavors such as "S'mores" and "Cookies and Cream Caramel Crisp," and packed with as much as 30 grams of protein, they offer weightlifters and extreme athletes a siren song of rippling muscles in a gooey kid's bar. "Adding protein is an attempt to aid the person that's trying to manipulate their body composition," says Jeff Kotterman, a licensed sports nutritionist and director of the National Association of Sports Nutrition in San Diego. "This (is) for someone who wants to lose body fat and maintain muscle." .
Stories by Monique Ryan
Before your thoughts turn to experimentation with new sports nutrition products and carbo-loading strategies that support your training and racing efforts, let's take a look at some predicted food and nutrition trends for 2008. In the coming months you can expect to see in a ... .
Surgex(TM) Becomes The First And Only BSCG (Banned Substance Control ...
Millennium Biotechnologies Inc., wholly-owned subsidiary of Millennium Biotechnologies Group, Inc. (OTC Bulletin Board: MBTG), announced that Surgex(TM) (http://www.surgexsports.com) has been tested and certified into the Banned Substance Control Group's (BSCG) certification program. This is the only certification program in the US that uses a World Anti Doping Agency accredited laboratory to detect for dangerous banned substances in nutritional supplements. Each batch of Millennium's line of Surgex(TM) products are now tested and certified not to contain substances such as hormones, steroids, stimulants, diuretics, etc that are banned for Professional, Collegiate and Olympic sports. The BSCG certification in addition to the Surgex'(TM) clinical trials should provide the product a competitive advantage upon commercialization into the billion dollar sports nutritional supplement marketplace.
Liberty Media Acquires Controlling Stake in Bodybuilding.com
ENGLEWOOD, Colo. and MERIDIAN, Idaho, Jan. 7 /PRNewswire-FirstCall/ -- Liberty Media Corporation (NASDAQ: LINTA) (NASDAQ: LCAPA) ("Liberty") and Bodybuilding.com today announced that Liberty has acquired control of Bodybuilding.com, the leading sports nutrition electronic retailer and most visited bodybuilding and fitness site in the world. Terms of the acquisition were not disclosed. Liberty's interest in Bodybuilding.com will be attributed to the Liberty Interactive group. Founded in 1999, Bodybuilding.com is a two time Inc. 500 Company and was named Internet Retailer "Best of the Web" top 50 in 2006 and top 100 in 2007. The company had over 100,000 daily and 3,100,000 monthly unique visitors in November, 2007. "Bodybuilding.com is a fast growing leader in fitness nutrition e-commerce and the authentic voice of the bodybuilding community, as demonstrated by the success of BodySpace, the social network for body building athletes," said Michael Zeisser, Senior Vice President of Liberty Media.
Author wants San Antonians to get fit
A San Antonio fitness buff and author is taking his message public this month, launching a campaign to get more people to make exercise part of their daily routine. Bob Brinkmann is a man on a mission, and he practices what he preaches. After a lifelong love affair with fitness and 20 years in the Army, he wrote the book "Fitness Timer," a daily log and manual to keep exercise top of mind. It has information on everything from strength training to nutrition. "I do believe very strongly in health and fitness," Brinkmann said. "I like everyone around me to be fit. I find that people are happier and they can do a lot more activities, not only as a family, but individually as well." Brinkmann has partnered with local gyms like Lifetime Fitness and Sports and Nutrition stores.
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