CHICAGO, IL (January 23, 2014) – Core Power, the natural fresh milk-based high protein drink, today became a national sponsor and the “Official Protein Drink” of the 2014 Reebok Spartan Race, the world’s leading global obstacle race series.  The partnership pairs two dynamic companies committed to providing athletes and active individuals with state-of–the-art tools and experiences designed to enhance sports performance.

Protein consumption is an important part of maintaining an active lifestyle – regular protein intake helps to fuel the body for the daily challenges that we all face, from the maintenance of healthy eating habits on the go to building lean muscle after training and workouts.  Nutrition experts agree that milk is one of the best sources of protein, as good for elite athletes as for those with active lifestyles.  Core Power delivers natural whey and casein proteins from milk, never removed from their original liquid state, to help active individuals keep their nutrition in check and to help Spartan Racers stay at the top of their games, before and after they race – and as they train.  The natural ingredient protein shake also includes carbohydrates for energy, electrolytes to rehydrate and fatty acids to improve recovery.

What truly separates Core Power from the competition and makes it such an effective recovery drink is the process.  fairlife, LLC, the Company that makes Core Power, separates milk into its five components – through filtration that builds upon and improves traditional dairy techniques.  The result is an effective and better-tasting protein supermilk made with simple ingredients and more protein, calcium and vitamins – but no lactose and no gluten.

“Our team has developed a superior protein drink for fitness enthusiasts who need to fuel their physically active lifestyles,” said Steve Jones, Chief Executive Officer of fairlife, LLC.  “Spartan Racers are serious athletes and inspirational fun-loving people – they need and deserve a better protein drink.”

“Core Power is a natural fit for the 2014 Reebok Spartan Race series and adds another exciting partner to our mission of making Obstacle Course Racing an Olympic sport,” said Joe DeSena, Spartan Race CEO and Co-Founder. “Our Spartan athletes will appreciate this high protein drink with simple and straight forward ingredients that will help them recover from the physical challenge of our races.”

Every finisher at every Spartan Race will have the opportunity to sample Core Power, which is available in two varieties: the CORE version has 26 grams of protein and 240 calories, and the LIGHT version has 20 grams of protein and 150 calories.  Core Power CORE is available in vanilla, chocolate and banana while Core Power LIGHT is available in chocolate and strawberry banana.  Attendees at select races will also enjoy access to the Core Power Recovery Zone, which will feature a branded state of the art recreational vehicle that will provide live streaming of race action via flat screen televisions. The Core Power Recovery Zone vehicle will also travel the country to other sporting events and retail locations, sampling consumers and educating them on the benefits of Core Power.

Core Power will launch its partnership with Spartan Race at Vail Lake Resort in Temecula, California, on Saturday, January 25.  For a full 2014 schedule or to sign-up to participate in a Spartan Race in your area, visit: http://www.spartanrace.com/spartan-obstacle-racing-events.php

Core Power can be found in most grocery and convenience stores across the country for a suggested retail price of $2.99, which may vary.  For a store locator, please visit corepower.com/stores.  “Like” Core Power on Facebook and “follow” the brand on twitter @corepower

About Core Power

Core Power is made by fairlife, LLC, established in 2012. The milk used to make Core Power comes from Select Milk Producers, a co-op of 92 family owned dairy farms, founded by Mike and Sue McCloskey. The farms of SMP produce the clean, pure, high-quality milk that is key to the simple, delicious nutrition Core Power delivers. The McCloskeys started fairlife to revolutionize the dairy industry and further invigorate the growing health and wellness category by bringing the purity and great taste of SMP milk to a range of naturally advanced drinks and snacks for home, grab ‘n go and fitness needs.  For more information, please visit www.fairlife.com. Core Power is just one of several products planned for national distribution. Core Power® is distributed nationwide – for a store locator, please visit http://www.corepower.com/stores.

About Spartan Race

The Reebok Spartan Race, voted Outside Magazine’s Best Obstacle Race in 2012, is the world’s leading obstacle racing series and the first of its kind to have global rankings. With over 80 events planned for 2014, Reebok Spartan Race is making obstacle racing one of the fastest growing sports in the world. This international timed event series featuring races at three distances (Sprint, Super and Beast), culminating each year in a World Championship finale  – with a $300,000 in cash and prizes awarded in 2013 alone. While featuring competitive elite heats, Reebok Spartan Races are for athletes of all levels and abilities and are geared toward ripping people off their couches and getting them into the outdoors, living a fitter life. Go to http://www.spartanrace.com for more information, a schedule of events or to register for a race.

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Chicago, IL (January 13, 2014) – Whole Earth Sweetener Company LLC today announced that it has launched a new Pure Via^® produced with Non-GMO ingredients.  Pure Via^® is the first global brand of all-natural sweetener to promote this choice in the United States.  The change affects both Pure Via^® and Pure Via^® Turbinado Raw Cane Sugar & Stevia Blend.

The new Pure Via^® meets a growing demand for Non-GMO products.  According to a recently published New York Times survey, 75% of consumers ”expressed concern about genetically modified organisms in their food.”  Whole Earth reformulated Pure Via^® with a Non-GMO dextrose derived from cassava root rather than from corn.  All other ingredients in Pure Via are already Non-GMO and will remain the same.  Packages and sachets of the new Pure Via^® will be specially marked with a Non-GMO logo.  In the absence of applicable U.S. laws and regulations on GMO labeling, Whole Earth is following the European Union regulations for what constitutes Non-GMO ingredients and flavors.

Whole Earth is also offering consumers transparency with its Nothing to Hide^® approach to “natural”.  Because consumers have different ideas about what “natural” means when it comes to food, Whole Earth has posted on its website the Company’s natural standard and descriptions of how each ingredient in Pure Via^® is processed.

“We’re pleased to offer an all-natural tabletop sweetener that is made exclusively with Non-GMO ingredients,” said Cheryl Gill, director, North America Marketing, Whole Earth Sweetener Company LLC.  “Consumers are increasingly looking for Non-GMO products and want to be educated about the foods they consume.  We want to meet their expectations.”

Pure Via^® is an all-natural, zero-calorie sweetener this is made with a sweet extract of the stevia plant.  Pure Via^® Turbinado Raw Cane Sugar & Stevia Blend is a lower calorie alternative to regular sugar that combines turbinado sugar and stevia plant extract to create a golden brown all-natural sweetener that’s crunchy, sweet and delicious.  Consumers with a sweet tooth can use both options like sugar to make foods and beverages taste naturally delicious.  They simply spoon, sprinkle, dip or mix the sweetener in coffee, tea and iced tea or in their favorite recipes.  A sweet addition to a healthy lifestyle, both blends are kosher and suitable for individuals with gluten intolerance.

Pure Via^® Non-GMO will be available as of January 13, 2014.  Whole Earth Sweetener Company LLC expects the natural and GMO debate to continue and will seek to meet consumer expectations and offer differentiating benefits.

Discover more at www.purevia.com or www.facebook.com/PureViaUS

About Pure Via^®

Pure Via^® is an all-natural, zero-calorie sweetener this is made from Rebaudioside A (Reb A), the sweetest, best-tasting part of the stevia leaf.  Reb A is generally recognized as safe (GRAS) according to the U.S. Food and Drug Administration.  Handcrafted to be perfect in coffee, Pure Via^® is available in 40- and 80ct. boxes for a suggested retail price of $2.49 and $4.29, respectively.  You can purchase Pure Via^® in the sweetener aisle at grocery, club and mass merchandise stores across the U.S.  Pure Via^® is a trademark of Whole Earth Sweetener Company LLC, for tabletop sweeteners.

About Whole Earth Sweetener Company LLC

Whole Earth Sweetener Company LLC is committed to providing natural sweeteners and to helping people eat better and live healthier, more fulfilling lives.  Formed in 2006, Whole Earth Sweetener Company LLC launched its first all-natural sweetener brand, Sweet Simplicity®, in 2007, and the company continues to develop products that are perfectly natural and naturally pure.  Whole Earth Sweetener Company LLC is a wholly owned subsidiary of Merisant Company, the maker of Equal® and Canderel® and a global leader in the manufacture, marketing and distribution of tabletop sweeteners, with sales in over 90 countries.  For more information, visit www.wholeearthsweetener.com

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