Energy bar company Picky Bars has partnered with women’s marathon world record holder Paul Radcliffe to launch the brand’s UK arrival at this weekend’s London Marathon. The Oregon-based energy bar company founded by professional athletes Jesse Thomas, Lauren Fleshman, and Steph Bruce has confirmed a multi-year partnership with Paula Radcliffe.
The six-time world champion and world record holder will act as an ambassador to help bring awareness and expand opportunities for the brand. Paula Radcliffe said, “I love Picky Bars and am so excited about them coming to the UK. The excellent taste and delicious flavours make fuelling your body for the workout and day ahead feel like a treat at the same time. Honestly, they are a great natural food option that also tastes amazing!”
“Paula was my first sports hero, and what drew me to her then hasn’t changed,” said Picky Bars co-founder Lauren Fleshman. “She’s smart, tenacious, generous, and real. Six years ago she went out of her way to encourage me, not just in my racing but in business, offering to help bring Picky Bars to Europe one day. Athletes supporting one another to take risks, to be leaders, to bring value, that’s what the sports world needs more of.”
Lauren and Paula will be at the London Marathon Expo in the Alton Sports booth (#513) on Saturday, 22 April to kick off the partnership. Lauren will be available from 11:00-17:00 GMT, with Paula dropping by at 15:30-16:00. They’ll chat with runners about training, racing and nutrition, and will have a variety of Picky Bars flavours for sampling.
Picky Bars is distributed in the UK by Fit Brands, a specialty sports sales and marketing group servicing the run, bike and triathlon markets. Retailers include Alton Sports, Wiggle, Runner’s World, Moti and other specialty shops.