CHICAGO (November 5, 2013) – Like a mission-driven athlete training for Olympic competition, Core Power, a young, hard-charging, Chicago-based protein drink now prepares for the world’s biggest sports and marketing stage. The high-protein sports recovery drink, is proud to be The Official Protein Drink of the Sochi 2014 Olympic Winter Games.

“Our team has given it their all to develop a superior sports recovery drink and get it into the hands of athletes and active individuals across the country,” said Steve Jones, Chief Executive Officer of fairlife, LLC, the Company that makes Core Power. “This Sochi 2014 opportunity is humbling and motivating to us all.”

A Better Protein Drink for the Best Athletes in the World

Today, more people are looking to get more protein in their diets, and Core Power delivers. “Nutrition experts agree that milk is one of the best sources of protein, as good for elite athletes as it is for active lifestyles. Our products contain the natural whey and casein proteins from milk, never removed from their original liquid state. We never use chalky-tasting dry protein powders in our products like others do,” said Jones.

Protein consumption after exercise and training is an important part of every athlete’s workout regimen. Protein helps to build lean muscle and recharges the body when consumed directly after physical activity. In line with the brand’s youthful character and enthusiastic field marketing based approach to building brand awareness, Core Power® has aligned with four top Sochi 2014 Team USA hopefuls, who will be featured on limited edition Core Power® bottles and appear across the brand’s point of sale and social / digital media platforms, to promote the great tasting high protein drink.

The US athletes selected are Emily Cook (aerial skiing), Eric Willett (slopestyle snowboard), Jazmine Fenlator (bobsled) and Jordie Karlinski (slopestyle snowboard). Core Power limited edition bottles featuring the athletes and their bios will hit shelves in January 2014.

“It’s an out-of-this-world honor to be named the Official Protein Drink of the Sochi 2014 Olympic Winter Games,” says Anders Porter, Director of Communications for Core Power, “but the real magic comes in having an opportunity to work with amazing athletes who have long ago set their sights on accomplishing great things, and are on the cusp of doing so. As a brand, we know that journey and understand that dedication, which makes teaming up with these inspirational athletes such a perfect match.”

Better Milk Delivers a Better-Tasting, Simply Better Protein Drink

Core Power is made with high quality, high-protein milk to power and strengthen athletes and give energy and vitality to active people. “Figuring how to separate milk into its five components – through filtration that builds upon and improves traditional dairy techniques – was a real light bulb moment in the history of the company. It’s what separates us from the competition – we can create better milk with more protein, more calcium, more vitamins – and no lactose. This milk is what makes Core Power® taste great and why it’s so effective as a recovery drink,” Jones said.

Core Power® 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 and150 calories. Core Power® CORE is available in vanilla, chocolate and banana while Core Power® LIGHT is available in chocolate and strawberry banana. Core Power® launched nationally in July of this year and 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

“Company of Athletes” Powers Through

Core Power® won over a national following of athletes and active adults because the team, many of whom are athletes themselves, fanned out across the country in an all-out effort to generate product trial and acceptance. “Just four years ago, it was only a handful of us, introducing people to Core Power® out of a small office apartment in Austin, Texas.” explained Porter. “We dug in and made our way into big city gyms, fitness clubs, suburban grocery stores – we set out to convince some of the most skeptical minds that our products are simply better than the rest. We’re very excited to bring our start-up to the Sochi 2014 stage,” said Porter.

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. Core Power is just one of several products planned for national distribution. Core Power® is distributed nationwide – for a store locator, please visit

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