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“It’s good enough for<br />
pro athletes, but it’s<br />
also for somebody<br />
who’s working out<br />
on weekends, who<br />
considers themselves<br />
an athlete just for that<br />
moment in time.”<br />
or things to drink during a match,” Heiss says. “So we<br />
got his input to make what we think is an ideal isotonic<br />
drink that someone can use during exercise.” The new<br />
drink, which will be cobranded with Ronaldo, is in final<br />
development stages and will be available in 2015.<br />
All the fieldwork proved invaluable to help them<br />
discover what products the teams and athletes were<br />
already using and what gaps were not being met in<br />
their nutrition.<br />
PAINSTAKING DETAILS OF QUALITY<br />
Along with the copious feedback, Heiss and his team<br />
carefully examined a broad spectrum of existing<br />
research on nutrition and ingredients to really hone<br />
in on the formulation for Herbalife24® products. “We<br />
read about the latest research and findings from the<br />
top universities and even the private sector as the<br />
basis for coming up with ingredients,” Heiss confirms.<br />
“We looked at all the research in order to find the right<br />
amounts, the right ratios, the right proteins and things<br />
of that nature to really build up these products.”<br />
Of course, they also looked at the marketplace to<br />
see what consumers were looking for, although their<br />
aim wasn’t to copy existing products. They didn’t<br />
30 / MOMENTUM
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