Leading sports nutrition brand Fitroo has launched a series of products in partnership with one of the most highly regarded athletes in the world, Russian mixed martial arts (MMA) legend Khabib Nurmagomedov.
“Khabib is not just the face and ambassador of the ‘Fitroo by Khabib’ brand, he’s a partner in the company. Starting summer of 2021, our products will be known all over the world and Habib will be number one in the world in terms of protein bars as well as in MMA,” founder and company president Leonid Katz said as he shared his plans for the brand.
“Fitroo by Khabib” is designed for a wide audience and is available in large retail chains. It features several varieties of protein bars that come with different flavors including vanilla cookies, banana, and chocolate cheesecake. It also includes protein cookies that are an excellent option for athletes seeking to sustain their healthy lifestyle.
The brand is set to become number one in the protein bar market, with the company’s Vice President, Itzhak Shitrit, announcing that the company will build its head office in Hong Kong.
“These high-protein, low-sugar bars serve as go-to products for athletes looking to maintain lean muscle while satisfying their cravings. This endeavor marks a new milestone in the sports industry, as we seek to bring nutritious, on-the-go options through our partnership with Khabib Nurmagomedov,” Katz pointed out, as he stressed that Fitroo by Khabib is already taking over 3.8% of the world protein bar market.
Khabib is a Russian MMA promoter and retired professional mixed martial artist. He notably competed in the lightweight division of the Ultimate Fighting Championship (UFC), where he was the longest-reigning UFC Lightweight Champion.
Khabib holds a record of 29 wins and no losses. He earned victories over some well-known fighters including Conor McGregor, Dustin Poirier, and Rafael dos Anjos.
Fitroo said the “Fitroo by Khabib” brand, which is set to start producing high-protein breakfast with Kellogg’s and Nestle this month, pushes to bring a source of pleasure without harming athletes’ health and shape.
Fitroo products are made of Swiss raw materials in its enterprise in Izhevsk.
Together with Khabib, its partner and face of the brand, Fitroo ambassadors include two-time Olympic champion Roman Vlasov, Russian professional mixed martial artist and Sambo wrestler Islam Makhachev, and another professional MMA competitor, Zubayra Tukhugov, among others.
The company said the “Fitroo by Khabib” brand covers three percent of the global protein bar market.
“Fitroo by Khabib seeks to revolutionize the sports nutrition market by launching protein bars that are great for pre or post-workout snacks, traveling, or simply a snack to maintain healthy blood sugar levels during athletes’ busy days,” Katz said.
The nutrition products are currently available in the Pyaterochka supermarket series and will be later distributed to the Auchan Magnet and Gazpromneft gas station network.
Fitroo also manufactures and sells sports equipment and plans to launch the production of protein ice cream without sugar in the future.
Customers can check out a wide variety of sports nutrition products on Fitroo by Khabib’s Instagram page @fitroo_by_khabib to see the hottest sports products and its latest offers.
Apart from nutritious protein bars, customers can check out the latest Muesli products, breakfast cereals, clothing items, and POS materials on the Fitroo by Khabib website.