New Rockin' Refuel® Muscle Builder Launches At GNC® For High-Protein, Low-Carb Muscle-Building With Real Milk

Shamrock Farms® Also Adds No-Sugar-Added Option to its Successful Rockin' Refuel Brand Portfolio

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May 21, 2012, 01:50 ET

PHOENIX, May 21, 2012 /PRNewswire/ -- Athletes across the country now have a revolutionary way to naturally build muscle and enjoy the great taste of real milk to boot. Rockin' Refuel, from Shamrock Farms, has teamed up with GNC to launch new Rockin' Refuel Muscle Builder, the first-ever protein beverage made with real milk designed to be low in carbs, high in protein and off the charts in taste.

New Muscle Builder is a great-tasting protein milk beverage that provides 30 grams of protein, only six grams of sugar, and only four grams of fat per serving. Made with real milk, Muscle Builder provides natural protein to promote muscle development.

Rockin' Refuel worked with GNC to develop the new product to better meet the needs of consumers looking to build and maintain healthy muscles. "Only Muscle Builder removes the carbs but keeps the great taste of real milk," said Sandy Kelly, Director of Marketing for Shamrock Farms. "GNC wanted to provide a more natural protein option that milk brings, so we worked together to develop this new way to get that essential muscle-boost without a lot of carbs or sugar."

Rockin' Refuel has teamed up with pro running back, Peyton Hillis, to help launch Muscle Builder and he will be featured in the national print and online ads. Known for his brute strength and ability to run through, around and over defenses, Hillis needs to build and maintain strong muscles for peak performance.

The new Muscle Builder product is the latest addition to the Rockin' Refuel line that includes Rockin' Refuel Intense Recovery, which has gained popularity with athletes looking for a great tasting and natural way to recover muscles after working out. The Intense Recovery product is real low-fat milk and has a 2:1 carb to protein ratio that is optimal for muscle recovery. One of the best-tasting protein beverages on the market, Intense Recovery provides 20 grams of high-quality protein, naturally-occurring electrolytes, as well as the nine essential nutrients only found in 100% real low-fat milk, including calcium, magnesium, phosphorus and vitamin D. New this summer, a No-Sugar-Added Rockin' Refuel Muscle Recovery product will hit store shelves, made with real low-fat chocolate milk and offering the same 2:1 carb to protein ratio, but with 50% less sugar and 20% less calories than Intense Recovery.

Experts and Athletes Recommend Rockin' Refuel
Pro running back Peyton Hillis is a fan of Rockin' Refuel. "I am a big believer in Rockin' Refuel for the awesome taste and extra protein I need for my workouts," said Hillis. "I am excited the new Muscle Builder is coming just as my off-season training kicks in and it's the key time of year to build up my muscle strength."

More than 100 top Division I university sports programs, leading high school programs, as well as the nation's top trainers recommend Rockin' Refuel products. "It's very difficult to find delicious options for athletes trying to build muscle as part of their workout," said Lisa Dorfman, MS, RD, CSSD, LMHC Board Certified Sports Nutritionist with the University of Miami and author of "Performance Nutrition for Football." "I have been recommending Rockin' Refuel for muscle recovery for years and am looking forward to adding new Muscle Builder as an option for athletes to help naturally build up muscle."

Muscle Builder will be available in 11 oz. four-packs and single units at select GNC stores and at www.gnc.com starting in May, 2012. All Rockin' Refuel products, including Muscle Builder, Intense Recovery and Muscle Recovery are available in 12 oz. bottles at select retailers nationwide; select varieties are available in 11 oz. sizes online at www.rockinrefuel.com. To find a retailer or GNC store selling Rockin' Refuel, go to www.rockinrefuel.com.

About Shamrock Farms: Shamrock Farms, one of the largest family-owned dairies in the country, manufactures the brands Rockin' Refuel, protein-fortified flavored milk and Shamrock Farms Mmmmilk, which can be found in all 22,000 SUBWAY® Restaurants nationwide. Headquartered in Phoenix, Shamrock Farms has its own farm hosting a herd of more than 10,000 cows, and was founded in 1922 in Tucson, Arizona. For more information, visit www.rockinrefuel.com or go to Facebook/Rockin Refuel or @RockinRefuel.

SOURCE Shamrock Farms