Whole food nutraceuticals company MAF BioNutritionals has acquired the Boulder Bar Endurance brand for an undisclosed sum.
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Boulder Bar, manufactured by San Diego, California-based Boulder Bar Endurance, is a leading brand of nutrition/athletic food bars that is founded on the philosophy of pure, whole food products for athletes and people looking for meal supplementation and/or replacement.
“This acquisition gives us a swift and cost effective means to bring MAF products into retail distribution,” says Bill Coppel, president of MAF Bionutritionals. “We felt that Phil Maffetone’s philosophies of nutrition and wellness were in sync with Boulder Bar’s. Together we can create superior products for people with a variety of lifestyles and needs, as well as combine marketing resources to expand our product offerings in an established national distribution channel.
“We have exciting plans to continue to evolve the Boulder Bar line, further enhancing the functionality and quality of ingredients, including several new products.”
The partnership pleases Boulder Bar co-founder Eric Zapf, who says: “We are excited about the ability to partner with a company that shares the same philosophy from a purity standpoint, and also backs it with significant scientific research to support ongoing brand development and expansion.” Zapf will continue to stay involved in product development, while his wife and business partner Lorie will be active in marketing.
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By GlobalDataMAF also recently retained the services of Rockaway, NJ-based Sunrise Brand Management Specialists to handle national sales and marketing activities.
