Words: Kenny Pryde
British sports nutrition company OTE (On The Edge) will be supplying WorldTour team Belkin with its products in 2014 – quite a coup for the fast-growing British company.
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The company was co-founded by Pete Slater, one of the men behind Science in Sport, who left that company to set up OTE. Slater and his team have been working on a range of energy bars, drink, gels and recovery products free from artificial sweeteners or colours.
“We’ve been working hard on lots of recipes and ingredients with the teams for a while to make sure everything is palatable,” said Slater. “It’s not just a matter of ‘doing a deal,’ the riders have to like the flavours.”
“We’re really pleased to be entering into this partnership with Belkin. Working closely with one of the top teams will provide us with valuable feedback and testing, which will be fed directly into our new product development program for growing our range of products which are available to all athletes.”
Clearly in a market that is crowded with products and brands, the connection with Belkin is an important marketing coup for the Preston-bases company too.
“It will also help raise awareness of the OTE brand not only in the UK but also throughout Europe and the rest of the world,” concluded Slater. For more information on OTE go to www.otesports.co.uk.