NuGo Nutrition adds Promax brand to range

NuGo Nutrition adds Promax brand to range

US protein bar maker NuGo Nutrition has added to its range with the acquisition of rival brand Promax for an undisclosed sum.

NuGo Nutrition described the Promax brand as "one of the original, great-tasting high protein sports bars and has been a mainstay in the sports nutrition category for more than 20 years".

The company said the Promax brand had "great legacy potential" and it planned to use the brand's "extensive sales network to create a solid growth platform for the brand under NuGo's umbrella".

David Levine, NuGo Nutrition's CEO, said, "We recognised that with Promax's great taste and attractive retail pricing, combined with our dedication to the brand and nutrition bar category expertise, Promax has enormous potential for growth."

Officials for NuGo Nutrition had not responded to requests for further comment at the time of writing.

NuGo Nutrition bought another US bar business, Gnu Foods FiberLove, at the end of 2014.