Sports brand Slazenger is moving into grocery with the launch of energy snacks and drinks in Waitrose from July.
The range, comprising sports hydration drinks in Spring water, Citrus Red and Orange & Passionfruit variants and strawberry & banana, honey & raisin and a lower-calorie chocolate caramel cereal bar, have been developed by Activator Sports Nutrition, manufacturer of nutritional products for Team GB at the Athens Olympics.
The range will be supported with nationwide sampling and a marketing campaign.
Product spokesman Robin Higgens said the drinks would appeal to busy professionals looking for an easy way to rehydrate. He said the drinks did not contain aspartame and were low in carbohydrates.