NuGo Nutrition Adds Promax Nutrition Bars to Portfolio

NuGo Nutrition, a fast-growing lifestyle brand in the natural foods category known for creating protein bars for several lifestyles, has acquired the sports performance brand Promax from Promax Nutrition Corp. 

Promax is one of the original high-protein sports bars and has been a mainstay in the sports nutrition category for more than 20 years. NuGo recognized the great legacy potential of the Promax brand and will leverage its expertise in the nutrition bar category and extensive sales network to create a solid growth platform for the brand under NuGo's umbrella. 

NuGo's CEO David Levine said, "We recognized 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."

Promax products are certified gluten-free, kosher and free of artificial sweeteners. The original line contains 20 grams of complete protein with a 2:1 carbs-to-protein ratio in six flavors. Promax's lower sugar line is sweetened with stevia leaf with no artificial sweeteners. 

NuGo Nutrition pioneered real dark chocolate-coated protein bars for many lifestyles, including gluten-free, low sugar, vegan and kosher. NuGo is a strong consumer brand with immense consumer and customer loyalty. 

In December 2014, NuGo acquired Gnu Foods FiberLove, now called NuGo Fiber d'Lish. NuGo Nutrition's mission is to help people make healthier snack choices that fit their lifestyle, without compromising on flavor. Headquartered in Pittsburgh for more than 15 years, the company is committed to using top quality, non-GMO ingredients.