DSM offers sports drink to footballers
further exposure prior to a commercial launch with use by the Dutch
national football team during Euro 2004.
The new recovery drink, PeptoProSports, had been developed for use by Dutch Olympic athletes but a new deal will also see the drink being sampled by top footballers after training sessions and matches during the upcoming Euro championship.
While branding will not be permitted during the championship, DSM is hoping that its communications on use by footballers will add to the drink's credibility with potential partners.
The company is currently in discussion with beverage manufacturers for introduction of the product on a commercial scale, likely to take place in 2005.
The sports drink has been shown in trials to reduce recovery times after an intensive training session or match compared with normal sugar-based sports drinks based on a novel milk protein ingredient.
The new PeptoProSports brand is more likely to be seen in media coverage of the Olympics. Almost 65 per cent of the Dutch team's athletes have been using the drink, according to DSM.
Sports nutrition ingredients in Europe are forecast to grow by 8.4 per cent between 2002-2009, according to figures from market research analysts Frost & Sullivan, driven by more mainstream consumption of sports products.
