Reigning Tour de France champions Team Sky and nutritional specialists CNP have combined their expertise in athlete nutrition to create a delicious range of breakfast products which will be available from June.
Packed full of protein the smoothies and porridge are the healthy way for consumers to keep fuelled throughout the day.
The values and success of Team Sky over the last few years has created a unique relationship with consumers around the world. A key element for the team is its approach to race nutrition, and that has provided the credibility to develop this range of breakfast products with CNP.
CNP has worked with Team Sky since its inception in 2010, and is an official supplier to the team. It has developed bars, gels, protein powders and supplements, which helped power the team to victory in both the 2012 and 2013 Tour de France races.
The first four products in the new breakfast range are high protein smoothies and high protein porridges.
The high protein smoothies are low in fat and come in at less than 180 calories for a 330ml bottle. The launch flavours are pineapple & coconut and orange & mango flavours
The high protein porridges come in 5x 35g sachets. The two porridge flavours are superfruits and fig & honey.
More and more people are buying into the role of protein, particularly at breakfast time, and the range is the ideal way for people to fuel their day, especially when they are on the go.
Breakfast time is becoming more time pressured with British consumers spending an average of 3 minutes 15 seconds on breakfast during the week. 23% of consumers regularly skip breakfast due to lack of healthy choices, with 49% of people struggling to go through the day if they miss breakfast.
The launch of this high protein range is timely with 2014 being one of the biggest years ever for sport. In cycling there is the Giro d'Italia big start in Ireland in May; the Tour de France Grand Departs in Yorkshire in July; the Commonwealth Games in Glasgow in July; the Tour of Britain cycling race in September; and the football World Cup in Brazil.
David Young, CNP's marketing director said: "With the nutritional credibility of CNP and the Team Sky track record on consistently improving performance, we have a proposition that is totally different to anything else on the market.
"This range delivers against almost every current nutrition and health trend and credibly moves CNP from sports nutrition into lifestyle nutrition."
Nigel Mitchell, head of nutrition at Team Sky added, "If we look at it from a nutritional point of view, breakfast is so important. We have fasted overnight, so we need to put the nutrients into the body that we need to start work or start play.
"These smoothies and porridges give us the protein and the slow release carbohydrate energy that will help feed us throughout the morning."
Joel Keoghan, head of brand Team Sky commented, "Team Sky has always understood the value of great nutrition. We are extremely excited about this partnership with our nutrition and hydration partners CNP to make that same nutritional expertise available to everyone. These products will also enable us take the Team Sky brand to new audiences as we go through an exciting period of growth in the fan base of the team."
There is a strong support programme to support the retail and out of home launch. This will include consumer events around the Tour de France, consumer PR, in-store support, digital, social and e-commerce activity.
Notes to editors:
Team Sky High protein porridge:
Team Sky high protein smoothie:
About Team Sky, CNP and First Milk
Formed in 2009, Team Sky is a British Cycling Team that competes in the UCI world tour. The team is managed by Sir Dave Brailsford. They won the Tour de France in 2012 and 2013 through Sir Bradley Wiggins and Chris Froome.
CNP are premium sports nutrition experts. In just 14 years they have revolutionised the way athletes train and perform, and continue to use cutting edge sports science, along with the best ingredients so that consumers get the best sports nutrition used by the world's best athletes.
In 2012 CNP joined the First Milk group. This allows the brand unique access to the highest quality British ingredients direct from the source.
Since day one, CNP has used their sporting expertise and experience to offer a product with unrivalled performance. They work with specialist scientists to ensure only premium grade ingredients make it into their products.
They always test and develop new products in their state-of-the-art facility in Manchester. Used by Olympic and world champions, this facility is the perfect environment to test to the highest standard. That's why world-class athletes, coaches and Olympians are just some of the experts that choose to work with CNP.
First Milk is the UK's only major dairy company, 100% owned by British farmers. It supplies a wide range of dairy products and dairy ingredients to customers in both national and international markets including block cheeses, soft cheeses, raw milk, butter, skimmed milk powder, whey proteins and sports nutrition brands.
It is headquartered in Glasgow with seven manufacturing sites across England, Scotland and Wales.
First Milk's aspiration is to provide consumers with great-tasting nutritious food, while delivering value for every part of its farmers' milk. As a business with a passion for innovation and sustainability, it is constantly seeking fresh ways of working with partners across the supply chain to drive pioneering solutions.
For media enquiries, please contact:
Paul Flanagan, external relations director, First Milk
T: 07767 241452