Mars
Mars is running a limited edition pack for Mars® Refuel - Refuel - following a study carried out by scientists at Northumbria University.
The study, co-funded by Runner’s World Magazine and Mars, revealed that Mars® Refuel increased exercise recovery rate by up to 50% when compared with leading sports drinks.
Cyclists who drank Mars® Refuel after exercise were able to continue up to 50% longer during a further exercise session compared to a specialised sports drink, and for more than 40% longer than when they drank the equivalent volume of an isotonic sports drink.
This latest study follows hot on the heels of a study carried out by Indiana University* which proposed that chocolate milk has the optimal ratio of carbohydrates to protein to help refuel tired muscles.
Karen Barker, corporate affairs at Mars says: “We were obviously very interested in the Indiana study. But, did the same results occur when testing Mars® Refuel?
“The only way to find out was to conduct our own study in conjunction with another interested party - Runner’s World Magazine.
“The results of the athletes’ endurance capacity when drinking Mars® Refuel surpassed our expectations so we have marked the occasion with the introduction of the limited edition Refuel packaging.”
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Notes to Editors
The Northumbria University study, looked at a group of endurance cyclists who rode until they were exhausted. The cyclists then rested for four hours before cycling again to exhaustion.
The test was repeated three times for each cyclist with a different drink - isotonic Gatorade, sports drink Endurox R4 and Mars® Refuel chocolate milk - taken by each cyclist during the rest periods.
It was discovered that after consuming Mars® Refuel, the cyclists were able to cycle 43% and 51% longer when compared to Gatorade and Endurox R4 respectively. These brands were chosen as they were the drinks used in the Indiana study.
*Chocolate Milk as a Post-Exercise Recovery Aid - International Journal of Sport Nutrition and Exercise Metabolism 2006, 16, 78-91 (Jason R. Karp, Jeanne D. Johnston, Sandra Tecklenburg, Timothey D. Mickleborough, Alyce D. Fly and Joel M. Stager) © 2006 Human Kinetics Inc
® Mars is a registered trademark of Mars
About Mars Drinks
Mars has 11% share of the UK flavoured milk market, and is the fastest growing manufacturer in the category.
Mars Drink 310ml is the number one selling impulse line, with a unique taste of chocolate, caramel and malt and only 2% fat (Nielsen 2006)
Mars is one of the largest confectionery makers in the UK with a 27 per cent share of the UK confectionery market (IRI total sales 52wks up to 30/12/06). It makes six of the UK’s top ten selling single chocolate bars, including the Mars® Bar which has been the No 1 best seller since the records began.
Media Enquires
Please contact Christabel Saunders, Rhianon Stevens or Lynne Goddard at Escapade PR on 01189 395900 or email christabel@escapadepr.com or rhianon@escapadepr.com or lynne@escapadepr.com