The FRS Co: Going the Distance - February 8, 2010
Beverage World tells how The FRS Company is going the distance...and beyond. Read how FRS is doing it.

The FRS Company Announces New CEO, Carl Sweat - January 21, 2010
The FRS Company announced today that Carl Sweat, a former Coca-Cola, North America executive, has been named Chief Executive Officer. Mr. Sweat brings significant experience in beverage operations, brand creation, marketing, and retail sales to his new role. Prior to joining FRS, he served as Senior Vice President at Starbucks, overseeing the Global Beverage unit. Previously, Mr. Sweat spent 22 years at Coca-Cola, North America, most recently serving as the President and General Manager of FUZE Beverage LLC, where he grew the value of the enterprise and significantly increased profitability. “FRS is one of the most exciting companies in the industry right now,” Mr. Sweat said. “I was eager to join FRS based on its strong brand and proprietary formula with the powerful flavonoid quercetin. I am excited to scale operations for future growth and expand retail distribution to enable more consumers to experience FRS Healthy Energy products.” View the release.

FRS Debuts New Lance Armstrong Commercials - January 19, 2010
Lance and FRS have joined forces to create an exciting new advertising campaign to spread the word about the benefits of FRS® Healthy Energy® fueled by Quercetin™. The campaign captures Lance's passion for training - and FRS. The campaign was shot at Lance's Home and Ranch outside Austin and viewers will get an inside look at what he packs into each and every day. Directed by Brian Beletic, one of the most successful commercial and music video directors working today with creative direction by James Selman, who created many of Lance's famous campaigns for Nike, the spots are can't-take-your eyes-away engaging. This campaign was preceded by a series of six teaser spots on FRS.com, YouTube, Twitter, and Facebook which built momentum toward today's launch. View the commercials

FRS Announces Launch of FRS Healthy Energy Channel on YouTube - January 6, 2010
As the energy to help fuel the new Lance Armstrong campaign, FRS® has added a new chapter for content viewing. The purpose of The FRS Healthy Energy® Channel on YouTube is to build a holistic place for viewers to engage in FRS creative and informational resources. The Channel's Playlist includes several key buckets of content: Secret Weapon (current and future creative work); When It Matters (athlete highlights and insights); Feel The Difference (testimonials and interviews) and Your FRS (consumer spots and input). The Channel kicks off on January 5th but will be continually updated with more videos as FRS Healthy Energy continues to inspire. Check out the Channel.

FRS Unveils New FRS.com Redesign - January 4, 2010
The FRS Company is excited to announce the launch of its re-designed flagship website, FRS.com. The website features a new graphic design as well as navigation that helps new and returning visitors find relevant information quickly and effectively. The new Home Page features the launch of the new Lance Armstrong teaser videos as well as a news section for up to the minute info on all things FRS. The Athlete section has been expanded to profile more of our world-class pro athlete users. We’ve added a Customer Service section to deliver instant access to information and tools.

FRS Salutes Our Partners Who Give Back - December 17, 2009
During the 2009 holiday season, FRS applauded those individuals and organizations doing great works of all kinds. We're proud to be affiliated with such inspirational partners like Lance Armstrong, Derek Fisher, Rafa Matos, Brooke Hanson and Club One. Click here for more.

FRS Congratulates Brooke Hanson and Rafa Matos - October 28, 2009
FRS is proud to share exciting news about two of our elite athletes - Brooke Hanson is named AVP 2009 Best Female Defender and Rafa Matos wins IndyCar 2009 Rookie of the Year. Click for more details.

Best Energy Supplement Ever? - September 1, 2009
The Men’s Journal asks this question. Click to read their response

Thrash Test – FRS Orange Concentrate - September 1, 2009
Mountain Bike Magazine put FRS Orange Concentrate through the “Thrash Test” – did we pass? Read this to find out.

The Corner Office – The CEO Decides Who Swims - August 23, 2009
The New York Times interviewed FRS CEO Maigread Eichten. What did the writer mean by the CEO Must Decide Who Swims? Read on to find out.