The FRS Company Announces Distribution Alliance with PepsiCo Beverages America - June 17, 2010
The FRS Company announced that it has signed an agreement with PepsiCo Beverages America (PBA) to distribute its FRS® Healthy Energy® brand of products. Under the terms of the agreement, PepsiCo will be the exclusive distributor for FRS’ ready-to-drink beverages, powders, and soft chews in select channels spanning markets outside the Western U.S., where the brand has posted strong growth for several years. The deal is the latest evidence of PepsiCo’s unrivaled go-to-market infrastructure, which recently has secured similar deals with other fast-emerging brands. The agreement is effective immediately and PBA will begin distribution in September. “Having a company of the caliber of PepsiCo associated with our brand is an important validation of FRS and the science behind quercetin,” said Carl Sweat, President and CEO of The FRS Company. “Quercetin is a powerful all natural antioxidant which is scientifically proven to deliver natural, sustained energy and other important health and wellness benefits. With PepsiCo, we’ll be able to greatly extend the reach of the FRS brand and put it in the hands of more consumers than ever before.” View the release.

The FRS Company Unveils Natural 90-Calorie Healthy Energy® Drinks - June 1, 2010
The FRS Company today unveiled two new natural drinks that are sweetened with Stevia, an all-natural sweetener. Like the entire FRS product line, the Stevia-based offerings are rich in B vitamins and vitamin C and contain the powerful natural antioxidant quercetin. The new products are available in ready-to-drink cans in two new flavors, Apricot Nectarine and Orange. These drinks are already in select nutrition and vitamin stores and will roll out nationally in late May and June. View the release.

A Breakout Bunch of Beverage Brands - May 15, 2010
Beverage World has tapped The FRS Company as one of its “breakout brands” of 2010. After receiving US$23.1 million in financing led by Oak Investment Partners, LLC, FRS is positioned to make its next big push into mainstream markets, namely with its RTD product line. The company plans to expand its sales infrastructure, exploring distribution opportunities in the United States, Australia and Canada, and support its marketing efforts—a national TV campaign launched last fall. Reporter Jennifer Cirillo talked with the Company’s President and CEO, Carl Sweat, about how the FRS wave has been building and is about to crest. Click to read Carl’s interview and the entire article.

The FRS Company Commits $750,000 to LIVESTRONG - May 12, 2010
Under the agreement, The FRS Company will commit a total of $750,000 to LIVESTRONG over the next three years, as well as work to generate even greater financial support through fundraising programs. For its part, FRS gains broader and deeper connections to LIVESTRONG, including being designated as the exclusive energy drink/isotonic beverage sponsor of the Team LIVESTRONG series, featuring 21 events in which participants take action in the fight against cancer by raising awareness and funds through marathons, triathlons and cycling races. Also as part of the agreement, the FRS Healthy Energy logo will appear on the back of Team LIVESTRONG cycling jerseys and throughout the LIVESTRONG website, advertising and promotional displays. View the release.

The FRS Company Announces $23.1 Million in Latest Financing Round - April 2, 2010
The FRS Company announced today that it has received $23.1 million in its latest financing round led by Oak Investment Partners, LLC. Oak Investment Partners was an early investor in The FRS Company, and its continued support of FRS validates the company’s aggressive business strategy for national and international expansion and explosive sales growth. View the release.

Advertising Claims for FRS® Healthy Energy® with Quercetin Supported by Clinical Evidence - February 9, 2010
According to a review conducted by the National Advertising Review Council’s (NARC) Electronic Retailing Self-Regulation Program (ERSP), The FRS Company provided reasonable support for performance, energy, and establishment claims about its quercetin-based products communicated in the company’s advertising. ERSP, the electronic direct-response industry’s self-regulatory forum, is administered by the Council of Better Business Bureaus (CBBB) with policy oversight by NARC. In February 2010, ERSP alerted FRS that its advertising claims are supported by reliable scientific evidence and substantiated as truthful. ERSP had reviewed product-specific clinical data on FRS, and clinical and pre-clinical data on its key ingredient, quercetin. ERSP also considered documentation in support of the claim that FRS® Healthy Energy® products contain “QU995, the purest quercetin available” and found the claim to be properly supported. As part of FRS’ commitment to truth in advertising, the Company independently and voluntarily decided to clarify one advertising statement. No other FRS advertising claims have been modified. Click for complete NARC report.

The FRS Co: Going the Distance - February 8, 2010
Beverage World tells how The FRS Company is going the distance...and beyond. Read how FRS is doing it.

The FRS Company Announces New CEO, Carl Sweat - January 21, 2010
The FRS Company announced today that Carl Sweat, a former Coca-Cola, North America executive, has been named Chief Executive Officer. Mr. Sweat brings significant experience in beverage operations, brand creation, marketing, and retail sales to his new role. Prior to joining FRS, he served as Senior Vice President at Starbucks, overseeing the Global Beverage unit. Previously, Mr. Sweat spent 22 years at Coca-Cola, North America, most recently serving as the President and General Manager of FUZE Beverage LLC, where he grew the value of the enterprise and significantly increased profitability. “FRS is one of the most exciting companies in the industry right now,” Mr. Sweat said. “I was eager to join FRS based on its strong brand and proprietary formula with the powerful flavonoid quercetin. I am excited to scale operations for future growth and expand retail distribution to enable more consumers to experience FRS Healthy Energy products.” View the release.

FRS Debuts New Lance Armstrong Commercials - January 19, 2010
Lance and FRS have joined forces to create an exciting new advertising campaign to spread the word about the benefits of FRS® Healthy Energy® fueled by Quercetin™. The campaign captures Lance's passion for training - and FRS. The campaign was shot at Lance's Home and Ranch outside Austin and viewers will get an inside look at what he packs into each and every day. Directed by Brian Beletic, one of the most successful commercial and music video directors working today with creative direction by James Selman, who created many of Lance's famous campaigns for Nike, the spots are can't-take-your eyes-away engaging. This campaign was preceded by a series of six teaser spots on FRS.com, YouTube, Twitter, and Facebook which built momentum toward today's launch. View the commercials

FRS Announces Launch of FRS Healthy Energy Channel on YouTube - January 6, 2010
As the energy to help fuel the new Lance Armstrong campaign, FRS® has added a new chapter for content viewing. The purpose of The FRS Healthy Energy® Channel on YouTube is to build a holistic place for viewers to engage in FRS creative and informational resources. The Channel's Playlist includes several key buckets of content: Secret Weapon (current and future creative work); When It Matters (athlete highlights and insights); Feel The Difference (testimonials and interviews) and Your FRS (consumer spots and input). The Channel kicks off on January 5th but will be continually updated with more videos as FRS Healthy Energy continues to inspire. Check out the Channel.

FRS Unveils New FRS.com Redesign - January 4, 2010
The FRS Company is excited to announce the launch of its re-designed flagship website, FRS.com. The website features a new graphic design as well as navigation that helps new and returning visitors find relevant information quickly and effectively. The new Home Page features the launch of the new Lance Armstrong teaser videos as well as a news section for up to the minute info on all things FRS. The Athlete section has been expanded to profile more of our world-class pro athlete users. We’ve added a Customer Service section to deliver instant access to information and tools.

FRS Salutes Our Partners Who Give Back - December 17, 2009
During the 2009 holiday season, FRS applauded those individuals and organizations doing great works of all kinds. We're proud to be affiliated with such inspirational partners like Lance Armstrong, Derek Fisher, Rafa Matos, Brooke Hanson and Club One. Click here for more.

FRS Congratulates Brooke Hanson and Rafa Matos - October 28, 2009
FRS is proud to share exciting news about two of our elite athletes - Brooke Hanson is named AVP 2009 Best Female Defender and Rafa Matos wins IndyCar 2009 Rookie of the Year. Click for more details.

Best Energy Supplement Ever? - September 1, 2009
The Men’s Journal asks this question. Click to read their response

Thrash Test – FRS Orange Concentrate - September 1, 2009
Mountain Bike Magazine put FRS Orange Concentrate through the “Thrash Test” – did we pass? Read this to find out.

The Corner Office – The CEO Decides Who Swims - August 23, 2009
The New York Times interviewed FRS CEO Maigread Eichten. What did the writer mean by the CEO Must Decide Who Swims? Read on to find out.