Anheuser-Busch and 1st Phorm, a sports nutrition and supplements company, announced plans to form a new partnership aimed at new innovations within the rapidly growing energy drinks and related beverages segments.
“Building on our commitment to consistently deliver quality and innovation, Anheuser-Busch is excited to partner with 1st Phorm, a company and brand that shares our vision and passion for creating products that meet the evolving needs of consumers,” Anheuser-Busch CEO Brendan Whitworth said in the announcement. “This brings together two American manufacturers with proud St. Louis roots and complementary expertise.”
“1st Phorm brings over 20 years of category experience and deep relationships in the sports nutrition industry and fitness community. By combining our strengths with Anheuser-Busch’s experience in beverage innovation and scale, we look forward to creating a new wave of energy and other beverages,” added 1st Phorm CEO Sal Frisella.
The partnership will also include sports and entertainment mogul Dana White. Its initial product is expected debut by this summer and be distributed by Anheuser-Busch’s network of wholesaler partners.