2024-01-20 11:45:38
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Danone – also a partner of the sporting event – has been imagining its new line of protein milk drinks for several months. “Our HiPro brand, created in 2019 and aimed at athletes, is particularly dynamic since it has already attracted 3 million French people,” rejoices Benjamin Floch, the marketing director for dairy products at Danone France. But within the framework of the J0, we wanted to particularly support high-level athletes by combining our know-how and innovative techniques developed in our research and development center in Saclay (Essonne). » With two French athletes — Pauline Ferrand-Prévot, fifteen-time world champion in road cycling, mountain biking and cross-country, and Sasha Zhoya, junior world champion in 110m hurdles — the Danone teams scrutinized nutritional and the consumption habits of great athletes to concoct a new milk blend.
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