All-Natural PowerICE™ Frozen Hydration Bars Debut Two New Flavors at 2014 Summer Events

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STEAMBOAT SPRINGS, Colo. (May 8, 2014) – PowerICE, the leader in cooling your core frozen hydration, will debut its new all-natural frozen bars in two new flavors and at over 40 events across the U.S. this year. The company is doubling the number of sport tournaments and athletic events it will attend over last year. “Attending outdoor events where participants and spectators need to cool off and rehydrate has been a great way to connect with our customers and open new retail doors,” said Blair McNamara, Vice President of Sales and Marketing for PowerICE. The season will kick off for the Colorado-based company June 1 in its hometown at the 33rd annual Steamboat Marathon, a Boston Marathon qualifier. The PowerICE team will then head to Vail June 5-8 for the GoPro Mountain Games. In all, PowerICE plans to attend more than a dozen pluse events in Colorado, and before the season is over it will have traveled to events on both coasts with stops in several southern states along the way. “The energy at these events is contagious,” said Chad Harkins, PowerICE's Western Territory sales rep. “It’s great to hand a racer, just off the course, a PowerICE bar and see the relief on their face. And the kids at lacrosse and soccer tournaments knock each other down to be first in line at our tent. They love PowerICE because it’s a great-tasting frozen treat. When their parents find out that PowerICE is all-natural and contains minimal sugar, they are happy too,” Harkins continued. PowerICE worked on its all-natural formula for almost a year. “PowerICE has always been a fast and healthy way to rehydrate, with only 30 calories per frozen bar and just 8 grams of sugar,” McNamara said. “Now with all-natural ingredients, PowerICE is even more attractive to athletes and parents — folks who truly care about what they and their families are consuming.” Although PowerICE originally focused its outreach on the performance sport and outdoor industries, the brand is quickly expanding into grocery stores. Another significant growth area for the company is health care, PowerICE is an ideal hydration supplement to help patients young and old quickly recover from medical procedures. About PowerICE Designed to enhance performance in athletes by cooling the core body temperature while replenishing lost electrolytes, PowerICE embodies the “Frozen Electrolyte Theory” — the concept that recovery and hydration happen faster and in a frozen state. Cool Down and Power Up with PowerICE before, during and after a workout. It is a healthy, frozen, all-natural hydration snack for kids as well as a great-tasting supplement to help patients young and old quickly recover from medical procedures. Commit to the effort and PowerICE will keep you going — longer, harder, naturally. For more information, please call 888.456.7373 or visit www.PowerICE.com. Contact: Paige Boucher Inside Out PR 970.291.4155 Paige@InsideOut-PR.com

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