Pure Pro 50
October 26, 2009
By: Scott Welch BASc (Nutrition), CAAP (Advertising)
ABB has now released their protein RTD called “Pure Pro 50″ The most striking thing about this product is the cool container it comes in - a strong resealable aluminum bottle! The resealable aluminum bottles are much more expensive to make than the traditional plastic RTDs but this keeps your protein cooler longer. Each serving is packed with 50 grams of protein from a blend of milk and whey and each contains anywhere from 3 to 4 grams of sugar and 2 to 4 grams o fat (depending on the flavor). I have not tried the product (yet) but since ABB is owned by Glanbia (which is one of the largest protein manufacturers in the world) it’s I’m sure they did a good job.
SOURCE: ABB
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ABB Signs IFBB Pro Charles Dixon
May 19, 2009
IFBB Pro Bodybuilder, Charles Dixon has joined American Body Building’s (ABB) team of athletes. Competing in the Light-Heavyweight Division, Charles won his Pro Card at the 2007 NPC Nationals held on November 17th in Dallas, Texas. From there, he went on to place 4th in his debut as an IFBB Pro. That was at the 2008 Shawn Ray IFBB Men’s 202 & Under Pro Bodybuilding Championships held in New York on May 10, 2008.
“Charles brings a long history of contest success to the ABB® Team,” said Bob Corbett, Tradeshow & Athletes Manager for American Body Building in Aurora. “From his first big win at the 2003 NPC Junior USA Championships in Charleston to his plans for the future, we’re excited about following Charles’ continued progress as an IFBB Pro Bodybuilder and ABB® Athlete.”
ABB® has been known as The Force in the Gym® since 1985, and has introduced a number of impressive firsts in ready to drink performance. Along with formulating the first performance carbohydrate drink and the first all-protein performance drink, American Body Building introduced the original power activator drink with Blue Thunder®. All of these drinks continue to be produced with a comprehensive line of other RTDs at company owned and operated manufacturing facilities.
ABB Launches Speed Shot Intensity
November 10, 2008
Speed Shot Intensity is made by American Bodybuilding (ABB) which been in the sports drink drink and bar business since 1985! Yes, that’s over 20 years they’ve been delivering great tasting, on-the-go nutrition and Speed Shot Intensity should be no different. Their newest RTD is sure to be a hit as it packs a potent formula and has great distribution. ABB has a solid reputation in the industry and is even more fierce since being acquired by whey protein manufacturing giant Glanbia. With only 125 mg of Caffeine per serving don’t think for a second that this drink won’t kick your ass because there are 2 servings per container! The drink stacks Caffeine with Theobromine, Synepherine, Yohimbe and even Beta Alanine for added muscle energetics. The formula is ideal for dieting bodybuilders and contains no calories. Based on the formula, this energy drink sounds very well thought out.
Glanbia Buys Optimum Nutrition For $315 Million
August 25, 2008
By Scott Welch
One of the biggest stories the supplement genius has seen in 2008 is the acquisition of Optimum Nutrition by one of the largest whey-protein manufacturers in the world. The company that has bought Optimum is called “Glanbia” which is headquartered in Ireland but has divisions around the world including Canada, U.S., Europe, U.K. and Nigeria to name a few. Glanbia employs 4.900 people and just last year their revenues totaled $2.2 billion which gives you an indication of just how large they are! Optimum is easily the top-5 largest sports nutrition companies in the U.S. and Canada right now with brands ‘Optimum Nutrition’ , ‘Gold Standard 100% Whey’ and ‘AMERICAN BODY BUILDNG (a.k.a. “ABB”) leading the pack. The total consideration for the acquisition is $315 million dollars.
Optimum Nutrition
Optimum has been in the supplement business for 22 years now and is owned by Mike and Tony Costello. They have 4 state-of-the-art production facilities occupying over 500,000 square feet of operating space and are the only sports nutrition company to manufacture their own supplements in every product category they’re in. For the U.S. market, they also have their own distribution company which ensures that they have strong market presence and also helps them keep their costs low. It is with this combination of manufacturing and distributing their own supplements that Optimum has been able to offer high-quality products at an affordable price. They have three operating facilities located in Illinois, South Carolina and Florida employing 387 people. Last year, they generated $185 million in revenue with and $32 million operating profit.
John Moloney, Glanbia Group Managing Director, said:
“This is an exciting acquisition for Glanbia as it gives us a leading position of scale in a fast growing segment of the nutrition market. It is a close strategic fit with our core areas of expertise in whey and sports nutrition and brings us up the value chain into consumer markets. Optimum also fits very well with the Group’s stated growth strategy and ambition to continue to internationalise our business. The transaction is expected to be earnings enhancing from this year.”
Kevin Toland, CEO and President of Glanbia USA, said:
“Optimum is a strong business with an excellent track record and reputation in the sports nutrition market, particularly in the USA. The company has strong brands and a broad distribution network in an attractive market segment. We have a long standing relationship with Optimum and its leadership team and are delighted to welcome them to the Group. We look forward to growing and developing this business together into the future.”
Full Press Release click HERE.
WWE Star John Cena Signs With Ultimate Nutrition?
August 18, 2008
WWE star John Cena was endorsing American Body Building (ABB) products not too long ago but it looks like he will now be putting his name behind the Ultimate Nutrition brand of supplements. I didn’t see any press releases for this signing go out but was on their company website (www.UltimateNutrition.com) and saw that he will be making store appearances on their behalf so I guess they chose to not publicize the signing! Ultimate has been around for over 20 years now and are not the most aggressive marketers (in my opinion of course) but make good products that have a strong following, especially overseas. I appreciate their honest, straight-forward approach.
Why a WWE Wrestler?
Do bodybuilders really care what a wrestler says when it comes to supplements? I have my opinion but I asked a couple of colleagues that are absolute experts in athlete relations. One is Martin Pillmajer (pictured below awarding the Olympia title to Ronnie Coleman) and the other is Vince Pe (pictured further below with WWE sensation “Stone Cold” Steve Austin).
What Does Martin Pillmajer Have To Say?
“ The signing of John Cena by Ultimate Nutrition is an interesting venture indeed. As companies look to gain market share, intelligent companies look at the successes and failures of other companies in the same industry to see the potential opportunity. It seems that most supplement companies at one-time or another go down the road in trying to sign a sports celebrity to promote their brands. Partnering with the WWE is nothing new in this industry, however, one only needs to attend a WWE event to realize that unless you’re planning on launching a very mass-centric product, money may have been spent better elsewhere in my opinion. As anyone that has had experience working with athletes from the WWE will tell you, wrestlers have crazy schedules that will be tough to work with. Ultimate Nutrition is going to have to be very creative in the use of this celebrity for it to make sense financially. Will it pay-off for Ultimate … only time will tell.”
What Does Vince Pe Have To Say?
“The signing of John Cena is a bold move for Ultimate Nutrition. With John Cena’s visibility, Ultimate Nutriton is capitalizing on this superstar’s versatile popularity. The signing opens up possibilities of sport supplement sales by a vast audience in wrestling and the mass market through the fans of his acting career. He’s definitely a very marketable athlete. Both John Cena and bodybuilding superstar, Markus Ruhl, are going to be great ambassadors for Ultimate and I’m sure we’ll see some fantastic ads and even greater traffic at their booths.”
Martin Pillmajer is considered by many to be one of the top talent relations expert in the fitness industry. He has over 10 years experience in dealing with some of the biggest names to grace the pages of the fitness and bodybuilding magazines. Martin now heads up Applewater Photography & Model Agency; offering companies full solution strategies to help them locate and sign top talent to endorse their brands. Contact information: martinp@applewaterphoto.com
Vince Pe is also considered to be one of the most highly skilled talent and event marketing experts in the fitness industry. He has worked with some of the biggest names in the sport and continues to play an important role in the industry as the head of talent management for the WBFF and as a consultant to various supplement companies.