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DEERFIELD, Ill. -- Deerfield, Ill.-based Walgreen Co. and NBCUniversal Television Consumer Products Group, Reveille LLC of University City, Calif., teamed up to launch an exclusive line of "The Biggest Loser" branded meal bars and shakes for all of the more than 7,700 Walgreens drugstore locations.
According to Boomerang Brands, a Westmont, Ill.-based boutique brand management company that worked on every stage of the program behind the scenes, all sides were focused on developing better-for-you products at a great price.
"'The Biggest Loser' nutrition experts insisted on natural ingredients for their label, [and] we were thrilled to make it happen at a cost-effective price for Walgreens," said Jim Daly, senior partner at Boomerang.
Both the meal bars and shakes are an excellent source of protein and dietary fiber, Boomerang said, and contain no preservatives, artificial flavors or added colors.
"The products are made primarily of simple, natural ingredients, making them a great addition to any weight loss plan -- offering people a healthy alternative to fast food while on the go," said Kim Niemi, senior vice president, NBCUniversal Television Consumer Products Group.
"The Biggest Loser" products were unveiled on April 6 in New York City at a launch event for the Walk with Walgreens program. Boomerang noted that it brought former Biggest Loser contestants Tara Costa and Erik Chopin to join the festivities.
"The Biggest Loser" products were a huge success with the crowd, which has been looking for great-tasting and nutritious meal bars and shakes," said Rich Simon, senior partner at Boomerang.