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Article: Whey up: protein drink combines energy and body-building benefits.(Up Close With ...)
- Article from:
- Beverage Industry
- Article date:
- September 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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TAKE ONE AMATEUR BOXER WITH A SALES AND MARKETING BACKGROUND, ADD THE NEED FOR A PROTEIN AND ENERGY DRINK, AND YOU GET WHEYUP, a drink that combines 20 grams of whey protein in a non-carbonated, sugar-free energy drink.
Two years ago, Phoenix-based WheyUp founder and President Erik Rothchild was a 40 year-old guy who liked to stay in shape by working out and lifting weights. Staying on top of nutrition news in health magazines, Rothchild noticed a push for weightlifters to consume whey protein to help build and repair muscles that have been torn down, he said. "20 grams of whey protein before you work out," he read repeatedly.
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