Rocky Mountain High Brands, a lifestyle brand management company, has announced the total acquisition of BFit Brands, maker of whey protein and energy drink FitWhey.
FitWhey is described as being a naturally sweetened, flavoured and coloured water-based protein drink that combines quality whey protein isolate with caffeine and vitamin B. Designed to “maximize performance”, the beverage is made with nine ingredients and comes in Berry, Lemonade, Orange Cream and Grape flavours that are each said to contain0 20g of whey protein and 150mg of caffeine.
In a statment, Rocky Mountain High Brands CEO and president Michael Welch said: “FitWhey is our first strategic acquisition of an operating brand. It is a great brand in rapidly growing channels – fitness and nutrition. The acquisition of FitWhey and its distribution network strengthens Rocky Mountain High Brands’ position in a key growth market. We believe that fitness and nutrition are key distribution channels for CBD-infused products, and FitWhey’s products will play a lead role in capitalizing on this opportunity. We plan on introducing a CBD-infused version of FitWhey in the near future”.
FitWhey founder and CEO Erik Rothchild added: “I am thrilled with the acquisition of FitWhey by Rocky Mountain High Brands. As a pioneer in the protein/energy category, this gives FitWhey the opportunity to rapidly expand into new markets and provide FitWhey to fitness-minded consumers across the U.S.”
Source: Rocky Mountain High Brands (via Globe NewsWire)