DEAN & DELUCA ENTERS THE SPORTS ARENA - Food & Beverage Magazine

DEAN & DELUCA ENTERS THE SPORTS ARENA

Launches DEAN & DELUCA Performance Line
Marks launch with becoming an Official Sponsor of the US Open

DEAN & DELUCA, the world’s leading purveyor of fine food, enters the sports nutrition market with the launch of the DEAN & DELUCA Performance line.

DEAN & DELUCA is bringing its culinary expertise and history of innovation to the world of sports performance and investing in the brand’s vision for wellness and active lifestyle with a line of product based on the principles of bio nutrition.  The brand is developing the Performance line to provide athletes of all kinds the highest quality bio nutrition available.

Marking the launch of the Performance line and the brand’s commitment to the world of sports, DEAN & DELUCA is proud to announce it has become an Official Sponsor of the US Open, reaching a multi-year agreement through 2022.  Demonstrating the brand’s passion for the category, the US Open announcement follows its partnership with the PGA Tour – both its title sponsorship of the DEAN & DELUCA INVITATIONAL, a six-year agreement through 2021, and support of the 2017 Northern Trust tournament.

Charles Finch, DEAN & DELUCA Chairman states “DEAN & DELUCA has a proud history of innovation.  We believe strongly in the opportunity and vision of DEAN & DELUCA as a leading innovator in the sports world, due to the authority of the brand and the great potential for the brand in this growing category.”

The first product in the new DEAN & DELUCA Performance line is a chef-crafted Performance Bio Nutrition Bar. In the inaugural year of US Open sponsorship, the Performance Bio Nutrition Bar will be the “Official Performance Bar” of the US Open. Taking place Aug. 28 – Sept. 10, 2017 in New York, players and spectators will have the opportunity to taste and experience, first-hand, the benefits of the bars which will be launching in stores in New York City this month.

“We are thrilled to launch the DEAN & DELUCA Bio Nutrition Bar at the US Open, which is also the Official Performance Bar of the US Open,” said Peter Hall, DEAN & DELUCA President, Consumer Brands. Launching DEAN & DELUCA’s Performance line at this world class sporting event is a powerful moment for us.”

“DEAN & DELUCA is proud to be an Official Sponsor of the US Open.  Our partnership brings together two celebrated New York institutions.  As the world’s leading purveyor of fine food since 1977, the tournament’s integrity, pursuit of excellence and timeless appeal are shared values”, said Laura Lendrum, DEAN & DELUCA President, Global Markets and Retail.  “We are excited to launch the DEAN & DELUCA Performance line with our bio nutrition bar for athletes at the US Open.”

DEAN & DELUCA partnered with Alan Murchison, a Michelin-starred chef and athlete, to combine powerful natural ingredients including matcha and espresso, Manuka and mango, mekabu and hazelnut and turmeric and ginger to create the highest quality performance bio nutrition bars. The bars are also 100% free of gluten, dairy, and GMO ingredients.

Throughout the US Open tournament, the brand will offer players and spectators its culinary creations with dedicated DEAN & DELUCA activations, and the opportunity to experience the bio nutrition bar, which will be available to the public later this month being sold in DEAN & DELUCA stores, on deandeluca.com and, for the first time, at retailers outside the DEAN & DELUCA marketplace. Tennis lovers can also experience DEAN & DELUCA’s culinary creations curated by Corporate Executive Chef Brian Bistrong. DEAN & DELUCA at the US Open will be located in the South Plaza, as well as the Club Level of Arthur Ashe Stadium and will feature: lobster rolls, hot dogs, salads, sandwiches and snacks.

Please visit us at www.deandeluca.com and follow our activities during the tournament at DEAN & DELUCA’S Instagram: @deandeluca, Twitter: @deananddeluca and Facebook: DeanDeluca and the conversation at #deandeluca #greattogreatness

About DEAN & DELUCA

DEAN & DELUCA is the world’s leading purveyor of fine food, first established by Joel Dean, Giorgio DeLuca and Jack Ceglic in SoHo, New York in 1977. The brand has grown globally from this legendary New York gourmet market with stores now across the Americas, Asia, Japan, and EMEA as well as new markets opening in 2017 and 2018.  The founders were unique in their discovery and curation of product and Dean & DeLuca continues to build on this heritage, innovation, and uncompromising pursuit of excellence.

Please visit www.deandeluca.com.