Mumbai: Fast & Up an intelligent and progressive sports nutrition brand, was launched in India by Aeronutrix Sports Products Pvt. Ltd on 26thSeptember, 2015 at the Sofitel Hotel in BKC. The brand has launched its first range of products Activate, Reload, Energize & Recover in the form of effervescent tablets and gel. These products are targeted towards audiences having an active lifestyle.

Most of the sports nutrition market in India is occupied by Protein based nutrition, the market share of which is in the range of INR 500 – 700 crores but this caters mainly to the body building segment. Apart from this there is a sizeable portion of fitness enthusiasts, active healthy lifestyle seekers and sportspersons, who currently use options from abroad or mostly not consume anything beyond whey proteins and glucose drinks due to lack of product availability in this segment.

The launch event was an unparalleled experience for the sporting fraternity as it had a five course expansive molecular gastronomy meal introducing the active ingredients in each of the products. The idea of this innovative lunch was very well received and appreciated by the some of the most prominent names in the athletic fraternity. Ex-Olympian and Arjuna Awardee Nisha Millet, Legendary Ultra Marathoner Scott Jurek, National Elite Runner Soji Mathews, Sports Scientist Shyamal Vallabhjee, and 13 time Iron Man Dr Kaustubh Radkar were some of the eminent guest present at the launch.

“We believe Aeronutrix is the start of a journey, which brings superior, high quality options in sports and active living nutrition to the Indian customer. The Fast and Up line made using Swiss IP and technology, is the first range of products being introduced. Fast and Up has been available to customers in Europe and US for the last 7 years now.  Under the brand, we are giving exciting options to the Indian customer in the areas of Pre-workout, Hydration, Post-workout and Energy Gels. All the listed products are first of its kind in India in terms of delivery technology! Going forward, we would like to be known as the finest sports nutrition company in and from India in the area of smart, niche and innovative sports nutrition at affordable prices!” said Mr. Vijayaraghavan Venugopal, CEO, Aeronutrix Sports Products Pvt Ltd.

Mr. Varun Khanna, Director of Marketing, Aeronutrix Sports Products Pvt. Ltd said, “Fast and Up is an idea which not only represents the brand history but also the future of sports nutrition. It represents the latest innovations in sports nutrition from around the world being made available to every Indian who aspires to maintain an active lifestyle. We are working with some leading researchers in this area from Europe and USA to introduce cutting edge technologies and scientific solutions to bridge several gaps that are now seen in the Sports nutrition market in the country. We foresee this area is going to be extremely dynamic, scientific and intelligent, and we would like to be the forerunners paving the way. Bringing the first Indian oral energy gel, Liposomal technology and effervescent delivery system, this is just the beginning, we are excited and proud of the future we have instore for intelligent and progressive sports nutrition in India.”

In the future Fast & Up will launch various innovative, patented technology products with Liposomal, gel and effervescent technology to support and enhance active lifestyle, performance and sports endurance.

Fast & Up’s market is a mix of people who are athletes of various disciplines, skills and seriousness, aspiring athletes and people having an active lifestyle, the brand work closely with runners, cyclists, gyms and swimmers apart from reaching out to academies and sports centers. With the boom in fitness trends, there is enough market to be explored. The four products launched under the Fast & Up range in India are as follows:

Fast and Up Activate

An intelligent effervescent pre-workout drink in a combination of arginine, carnitine with anti-oxidants for ensuring readiness for the training. Helps increase the blood flow, enhance oxygen availability to muscle cells, prevents Exercise Induced Oxidative Stress (EXIOS), and helps enhance Nitric Oxide (NO) content in the body.

Fast and Up Reload

It is an ideal choice for hydration with right combination of electrolytes, antioxidants and carbohydrates. Rehydrates body and maintains water balance, relieves muscle exhaustion, reduces fatigue and muscle soreness, Maltodextrin, Fructose: In ideal combination of 2:1 for Sustained Energy and Instant Energy, with its hypotonic formula it ensures quick hydration without drying the mouth.

Fast and Up Recover

A unique post workout effervescent drink with Amino acids which helps your body recover and ready for your next training. BCAAs aid in healing and repair of muscles post workout, essential Amino Acids (EAAs) provide for building blocks of essential proteins, ensures smooth functioning of the muscles and thus physical recovery, helps maintain hormonal balance at cellular level, and immediate absorption of Amino Acids.

Fast and Up Energize

It is the first Indian oral gel to provide instant energy boost on the go. It is a unique combination of Matlodextrin and Caffeine for instant energy, easy to carry single serving gel sachet providing quick burst of 70 Kcal energy, instant Energy in 3 Easy steps – Bite, Squeeze and Go, lower density ensures quick absorption

Source : Lokesh Shastri