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The FRS Co. has kicked off a new campaign touting the endurance–boosting properties of its “healthy alternative” to traditional energy drinks, FRS. The $30 million-plus effort is also backed by endorsements from famous athletes, including Lance Armstrong who sits on the brand’s board of directors.
FRS—which stands for Free Radical Scavenger—has been sold in retail channels for two years and comes in four forms: Beverage, chew, powder and concentrate. It derives its energy source from quercetin, an antioxidant found in foods.
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