New biking sports supplements to be sold direct to trade and will not be available in supermarkets
Sports nutrition specialist CNP has decided to supply its products direct to bike retailers, rather than via a third party. What’s more, the company’s biking-specific supplements – including the Pro Energy Max gel developed with British Cycling and Sky Pro Cycling – are to be available on the high street exclusively via cycling specialists and not the major supermarkets.
“We want to build up our biking range and believe that the independent bike trade is the best way to do that,” says CNP’s Kerry Kayes. “Not going through a major multiple like Tesco or Asda may cost us in terms of volume, but it will underline the credibility of our sports nutrition products and, in the long term, we believe that’s in the best interests of the brand, the sport and the industry.”
CNP has appointed a team of experienced sales agents to liaise with the bike retail trade. They include well known names such as Roy and Amy Hunt, Tony Wilkinson, James Whatling and Andy Bray.
“CNP is a very well established brand in other sports, but it’s young in the bike market,” says Kayes, who founded the company in 1989. “We produce some great energy supplements, but we’re also trying to educate cyclists about the value and benefits of protein supplements for enhancing biking performance.”
The fact that CNP is already doing well in the bike sector is down to a combination of factors, adds Kayes. “The work with British Cycling and the Sky Team has given us profile and credibility, while our sales team is opening doors. We offer a complete cycling range and, for bike retailers, the argument is powerful: as well as being exclusive to the bike trade, stocking CNP protein supplements alongside our energy drinks, gels and bars will help them generate new business in the supplements sector.”
CNP’s sports nutrition supplements are available in shelf-ready packaging. The range includes energy drinks, bars and gels, protein shakes and post cycling recovery shakes, all designed for the "ultimate in sports nutrition." For more information visit www.cnpprofessional.co.uk, or call +44 (0) 161 368 3850.
Notes for editors
WHY PROTEIN SHAKES FOR CYCLISTS?
Protein shakes are traditionally associated with power sports such as bodybuilding and boxing. But there’s growing evidence that they boost performance for all athletes, especially in endurance sports such as cycling. The point being that good quality protein supplements help protect, rebuild and repair muscles quickly during and after intensive, traumatic exercise. Not only does this protect the muscles from long-term injury, it also means the athlete recovers more quickly, can train harder and thus improve performance.