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    Maximus Ultra breaks ground in sports drink category

    Maximus is raising the stakes in the sports category with its latest player, Maximus Ultra.

    Maximus Ultra is a sports drink in Australia that contains BCAAs (Branched Chained Amino-Acids) to support muscle recovery and performance. It also contains 50% more electrolytes than regular Maximus as well as B Vitamins, B3, B5, B6 and B12.

    “Besides being a market first and a unique product in the sports category, it also remains true to Maximus’ core – to give consumers the extra hydration they need to work, play and everything in-between,” says Maximus Senior Brand Manager, Kate Taylor.

    “Like the rest of the players in the team, Maximus Ultra also helps hard working Aussies to replenish, recover and refuel to push themselves to the limits, time and time again.”

    Ms Taylor adds that since its launch, Maximus has proven to deliver incremental value to the sports category through ground-breaking NPD.

    “By introducing Maximus Ultra to our line up we’re continuing to drive our ambition to create innovation sports drinks that not only have additional benefits, but retain a competitive price point per litre.”

    She says that from October to March, Maximus will continue to amplify their More Drink, More Do campaign by taking over Aussies screens and streets with Ultra.

    “During this time, the Maximus team will be working hard to get Ultra into the hands of hardworking Aussies, so they can do more this summer.”

    Maximus Ultra is available at most supermarkets, petrol station and convenience store outlets.

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