FAL shakes up protein drink market

Screen Shot 2015-05-22 at 10.06.22 AMFAL Food & Beverages plans to shake up the $272 million Australian protein drink market, with the launch of a high performance product range, Hi-Pro Boost.

FAL Food & Beverages is part of the FAL Group, an international and local conglomerate of 75 companies, spanning 17 countries in the Middle East, Australia, the Americas, and Europe.

Tim Xenos, CEO of FAL Food & Beverages, said Hi- Pro Boost is the only protein drink combining 42g of protein with all the ingredients to achieve maximum protein synthesis.

“As the official partner of some of Australia’s most popular sporting teams, including the Manly Sea Eagles, Melbourne City FC and the Melbourne Renegades, FAL is fully committed to investing in new product lines that promote healthy lifestyles for Australians,” said Xenos.

“With more Aussies training harder than ever before, other supplements simply don’t cut it – making Hi-Pro Boost the workout fuel of choice for athletes and average people alike who need to perform at their best.”

Hi-Pro Boost is available in two flavours, Double Choc and Cappuccino, and is available at selected Caltex and Star Mart locations around Australia in a 450ml foil pack, with distribution expected to expand.


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