US firm NuGo acquires Promax Nutrition bars

US-based protein bar producer NuGo Nutrition has acquired Promax, a sports performance brand from Promax Nutrition Corporation.

Promax is a high-protein sports nutrition bars, which does not have any artificial sweeteners or flavours. Financial details of the transaction have not been disclosed by either company.

NuGo Nutrition CEO David Levine said: "We recognised 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 has been in the sports nutrition bars segment for more than two decades. With this acquisition, NuGo will use Promax’s expertise in the nutrition bar category and create a platform that would help in the growth of the brand.

The company claims that Promax products are certified gluten-free, kosher and free of artificial sweeteners, and contains 20g of complete protein with a 2:1 carbs to protein ratio. The nutrition bars are available in six different flavours.

NuGo Nutrition pioneered dark chocolate coated protein bars for many lifestyles, including gluten-free, low sugar, vegan, and kosher.

Both NuGo and Promax are committed to providing delicious and healthy protein bars for many lifestyles. NuGo is available in stores throughout North America and internationally, and Promax will also be available in the US and Canada and can be ordered through the company website.

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Image: NuGo Nutrition has acquired Promax. Photo: courtesy of NuGo Nutrition.