As these pictures illustrate we spent a day holed up in studios in the West End with award winning photographer Dirk Rees ( Our new advertising campaign stays true to the values that we stand for – to produce the best quality and best tasting sports nutrition product in the market. The ads will be split between our two main categories Power + Strength and Endurance + Recovery.

A big shout out to Ben Youngs (Leicester Tigers and England) and Fraser Cartmell (UK Ironman Champion) who both excelled in front of the camera. We are very excited to deliver this innovative Ad campaign which will debut around the beginning of March. In tandem with a comprehensive events programme (We are title sponsors for the Kinetica Ballbuster in March and Official Sports Nutrition Suppliers to the Montane Lakeland 100/50 and sponsors of the Triathlon Association in Ireland) 2012 will be a busy year building on the success of the UK’s fastest growing sports nutrition brand.

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