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reGen™ named Official Muscle Recovery Beverage of the AHL

reGenSPRINGFIELD, Mass. … The American Hockey League announced today that reGen™ muscle recovery beverage has been designated the “Official Muscle Recovery Beverage of the AHL” for the remainder of the 2010-11 season, as part of a new multi-level partnership agreement.

Through the partnership, the AHL will unveil a new player award – the reGen™/AHL Performance of the Month – for the remainder of the 2010-11 season and Calder Cup Playoffs, recognizing an AHL player for an outstanding on-ice achievement.

“The AHL is very excited to begin this relationship with reGen™ muscle recovery beverage, a product that has already been well-received by athletes across the league,” said Chris Nikolis, executive vice president of marketing and business development for the American Hockey League. “We welcome the reGen™ team to the AHL family and look forward to this partnership for our mutual benefit.”

The reGen™ beverage will be featured on theahl.com and on AHL’s official Facebook page at www.facebook.com/theahl, which will include promotions throughout the season.

“We’re thrilled to partner with AHL and its teams,” said Bernie Banas, VP of Customer Innovation for the reGenTM brand. “Elite hockey players know the importance that proper nutrition plays in muscle recovery, and the reGen™ team is honored to play a role in helping these great athletes maintain their peak performance levels throughout the 2011 season.”

reGen™ muscle recovery beverage, powered by natural cocoa and the scientifically-recommended 3 to 1 ratio of carbohydrates to protein that is optimal for recovery, has been clinically proven to improve muscle recovery by an average of 25 percent compared to the leading carbohydrate and electrolyte beverage. Distributed by Apure Foods Company, reGen™ muscle recovery beverage has also been shown to provide a 9.7 percent average increase in endurance1. For more information about the reGen™ beverage, including background scientific information and clinical research study results, visit www.regen2recover.com.

Celebrating its historic 75th anniversary season in 2010-11, the American Hockey League continues to serve as the top development league for all 30 National Hockey League teams. More than 85 percent of all players competing in the NHL are AHL graduates, and through the years the American Hockey League has been home to more than 100 honored members of the Hockey Hall of Fame.

Apure Foods Company
Apure Foods Company was launched in April 2010 to develop and deliver food and beverage products with enhanced nutritional and wellness benefits. It is a wholly owned subsidiary of The Hershey Company.

1The observed increase in endurance is compared to a beverage that contained the identical amount of carbohydrates and protein, with no cocoa. (Kalman DS, Feldman S, Krieger, DR, Antonio J., et al. Data on File, Manuscript in Preparation, 2010).