With specific targeting at high-performance and endurance athletes, and those who aspire to achieve this distinction, comes the launch of reGen recovery beverage.
Produced by Apure Foods Company of Wheat Ridge, Colorado (a wholly owned subsidiary of The Hershey Company), reGen is positioned as a ‘first of-its-kind muscle recovery drink’. The new brand is designed to harness the antioxidant benefits found in natural cocoa with the nutrients athletes need to recover their muscles following a gruelling workout.
The creation of reGen recovery beverage was inspired by several peer-reviewed research studies demonstrating natural cocoa’s role in improving blood flow. According to Apure Foods, reGen has been clinically shown to help speed muscle recovery and increase exercise endurance.
As a subsidiary of Hershey, Apure Foods Company itself was launched in April 2010 to develop and deliver food and beverage products with enhanced nutritional and wellness benefits.
reGen is powered by natural cocoa, with more than two tablespoons (12g) in each 200-calorie, 11-ounce serving. According to Apure this provides more antioxidant power than that of many superfruits.
Research shows that consuming natural cocoa can help maintain healthy blood flow, which may enhance the delivery of carbohydrates and protein during muscle recovery, and may enable a more efficient removal of the ‘waste’ products produced during exercise that can lead to post-training muscle soreness.
Scientists from the Hershey Center for Health and Nutrition worked with the reGen team to develop a unique patent-pending process that incorporates the large amount of natural cocoa found in each serving of reGen.
reGen also contains a 3:1 ratio of carbohydrates to protein, seen as optimal for recovery. Each serving contains 35g of carbohydrates to 11g of protein from whey and casein.
"Nutrition for recovery is one of the most important, yet misunderstood, elements of a committed training programme," said Dr Amy Griel Preston, PhD, RD, Senior Nutrition Scientist for the Hershey Center For Health & Nutrition. "reGen is designed to give committed athletes the right nutrients, in the proper ratio, at the right time, to pursue their athletic goals."
Each single-serve, 11-ounce shelf-stable container has a suggested retail price of US$2.99 to US$3.49. reGen will initially be available at local health clubs across the US, alongside gyms and specialty cycling and running retailers, as well as online at www.regen2recover.com.
