Sports nutrition brand Isostar is launching what it claims is the UK's first sports nutrition breakfast cereal.
Isostar Power Breakfast Cereal is based on a wholegrain Swiss recipe and was developed in conjunction with experts in sports medicine.
It contains a mix of natural protein for muscle development, carbohydrates for rsustained energy, added vitamin B and added vitamin C and E plus zinc to help offset muscle stress. It also contains magnesium to optimise energy release and help prevent muscle cramps.
This is the first product in the Isostar range to hit the UK market, but a spokesman told MB&R that the company had plans to develop the sports nutrition category in the UK and would be launching more products under the brand in "the very near future".
Isostar Power Breakfast Cereal comes in a 600g box, each with 12 x 50g servings with an rsp of £2.29. It launches in Waitrose, Asda and Morrisions this month and is expected to roll-out to other retailers later in the year.
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