Dean & Deluca Launches Performance Line

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Dean & Deluca Launches Performance Line

By TGR Edit Desk - 08/28/2017
Dean & Deluca's new Performance bio nutrition bars

Dean & Deluca’s new Performance line marks the fine food brand’s entrance into the sports nutrition market. The new line provides athletes with the highest quality bio nutrition available.

Dean & Deluca partnered with Alan Murchison, a Michelin-starred chef and athlete, to combine powerful natural ingredients including matcha and espresso, Manuka and mango, mekabu and hazelnut and turmeric and ginger to create the highest quality performance bio nutrition bars. The bars are also 100% free of gluten, dairy and GMO ingredients. The bars will be sold in Dean & Deluca stores, online at the company’s e-commerce site as well as at other retailers, the first time Dean & Deluca products have been available outside the Dean & Deluca marketplace.

To mark its commitment to the world of sports, Dean & Deluca is now the official sponsor of the US Open, a multiyear deal that goes through 2022, which follows the brands partnership with the PGA Tour – both its title sponsorship of the Dean & Deluca Invitational, a six-year agreement through 2021, and support of the 2017 Northern Trust tournament.

“Dean & Deluca has a proud history of innovation.  We believe strongly in the opportunity and vision of Dean & Deluca as a leading innovator in the sports world, due to the authority of the brand and the great potential for the brand in this growing category,” said Charles Finch, company chairman.

The first product in the new Dean & Deluca Performance line is a chef-crafted Performance Bio Nutrition Bar. In the inaugural year of US Open sponsorship, the Performance Bio Nutrition Bar will be the “Official Performance Bar” of the US Open. Taking place Aug. 28 - Sept. 10, 2017 in New York, players and spectators will have the opportunity to taste and experience the benefits of the bars, which will be launching in stores in New York City in August.

“We are thrilled to launch the Dean & Deluca Bio Nutrition Bar at the US Open, which is also the Official Performance Bar of the US Open,” said Peter Hall, president, consumer brands. “Launching Dean & Deluca’s Performance line at this world class sporting event is a powerful moment for us."