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NEW YORK FRS has kicked off a new campaign touting the endurance-boosting properties of its “healthy alternative” to traditional energy drinks. The $30 million-plus effort is also backed by endorsements from famous athletes, including Lance Armstrong, who sits on the client’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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