Sportswear brand Umbro has scored its first goal in fmcg ­ tying up with Calypso Soft Drinks to produce a branded sports drink.
The Grocer revealed last month how Umbro intended to extend its core business into branded confectionery.
Now it appears to have done just that with Umbro Pro>Performance hitting stores, including "some multiples" at the end of this month.
Launching in two varieties ­ Citrus and Orange ­ Pro>Performance comes in lightweight 500ml PET sportscap bottles, rsp: 79p.
Calypso marketing director Richard Cooke said: "We can add something genuinely new and exciting to the category."