Kill Cliff Rolls Out New Protein Bar

KC Bar joins recovery drink line of sports nutrition products

Published in CSP Daily News

Kill Cliff KC Bar Navy SEALS (CSP Daily News / Convenience Stores / Snacks)

ATLANTA -- Kill Cliff has announced the launch of KC Bar, a new line of protein bars to complement the company's flagship recovery drink portfolio in the sports nutrition space. With KC Bar, Kill Cliff adds protein and fiber delivery to its overall mix of product benefits in an effort to satisfy a more comprehensive spectrum of consumer nutrition demands and taste preferences.

The move also extends the playing field for Kill Cliff to encompass both food and beverage products, the company said.

As the company continues to expand its national distribution footprint for Kill Cliff Recovery Drink, the addition of KC Bar positions Kill Cliff to increase points of availability per retail outlet for the brand among other strategic interests.

This is … the beginning of an exciting new chapter for our company and the Kill Cliff brand," said Kill Cliff founder and CEO Todd Ehrlich.

The KC Bar line will consist of four flavors at launch: Chocolate Chip Cookie, Salted Caramel & Almond, Strawberries & Cream and Mocha Almond Brownie. Each flavor will contain 20 to 21 grams of protein, 13 to 16 grams of fiber and 2 to 4 net carbohydrates, key macronutrients that aid in recovery from strenuous activity. As with the recovery drinks, the KC Bar line contains no artificial colors, no artificial flavors, no sugar added and is gluten-free.

Kill Cliff has also announced the "Free Fall" promotion, through which a portion of the proceeds of the new limited-edition Kill Cliff camouflage can will benefit The Navy SEAL Foundation.

Kill Cliff will donate $1 per case of Kill Cliff sold with the goal of raising $25,000 over two months for The Navy SEAL Foundation.       

As a gesture of Kill Cliff's commitment, the name Free Fall, symbolizing the skydiving dimension of a SEAL's training, will continue to serve as the Lemon-Lime flavor name at the conclusion of the promotion when the standard package returns.  "This is a promotional program for an organization we care a lot about; our commitment to the Navy SEAL Foundation is at the core of our everyday," said Kill Cliff president Chris Irwin.

The camouflage Kill Cliff can hits the market on the eve of this year's 2014 Reebok CrossFit Games, and to commemorate the event the camouflage can bears the Official Games Sponsor logo.  This is the first time a beverage has displayed the Official Games Sponsor logo, a testament to CrossFit's strong support of the SEAL community. 

Atlanta-based Kill Cliff is a leading provider of premium sports nutrition products. Available in Blood Orange, Pomegranate-Watermelon and Lemon-Lime flavors, Kill Cliff Recovery Drink is sold at Vitamin Shoppe and GNC stores nationwide and select grocery and convenience stores in the Southeast and Southwest as well as online. Founded by a former Navy SEAL, the Kill Cliff team includes accomplished military veterans and endurance athletes committed to supporting philanthropic organizations sharing common interests, including The Navy SEAL Foundation, The Red Circle Foundation and Wounded Wear.

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