He started with a creatine supplement, and has since developed an array of fat-burners, protein supplements and energy drinks – including the 2005 introduction of Redline RTD – that he now plans to wedge into mainstream channels.īombastic and a bit reclusive, Owoc refuses to be interviewed in any way but by electromic mail. Owoc founded Vital Pharmaceuticals in 1993 with a mission to deliver high-grade sports nutrition supplements to people serious about their workouts. transitions, Owoc said the larger product will have its own formula and its own tag line: “More Brains and Less Buzz.” He didn’t reveal other details about the forthcoming product, but he said he has more plans for convenience channels he wants to leverage his Redline beachhead to mount a full-blown VPX invasion. extension called Redline Vexor for 2009 and, unlike many 8 oz. Redline has already secured space at Wal-Marts, 7-Elevens and other locations with four of its more mainstream oriented product lines: Redline, Redline Xtreme, Redline Princess and shot-sized Redline Power Rush. VPX founder and CEO Jack Owoc sees 7-Elevens and other convenience stores as “health food store of the future,” and he intends for that future to include VPX. In the age of protein bars and Muscle Milk at gas stations, Redline is beating a path from nutrition shops to convenience stores, and its parent company, Vital Pharmaceuticals (better known as VPX), hopes to drag a raft of its other exercise products along with it. That gym origin insulated Redline from early mini-mart skirmishes, but now it’s getting into the fray, fighting for cooler space and picking bare-knuckle brawls along the way. Plus, Redline is sugar-free and includes a fistful of additives intended to make the user sweat and shiver fat away – key benefits for its original health-club demographic. When energy brands scrambled over each other, playing “can you top this” with ever-higher caffeine contents, Redline already held 250 mg in each 8 oz.
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