Sylvester Stallone, who immortalized butt-kicking screen heroes Rocky Balboa and John Rambo, Wednesday launched a line of nutrition products that will hit health-food stores in the United States next month.
As chairman and founder of a new company called Instone LLC, Stallone is partnering with GNC Nutrition Centers Inc., the No. 1 nutritional supplements retail chain, to market the products, which include a low-carbohydrate pudding and energy-enhancing capsules.
“I feel young again,” Stallone, 57, said after sampling his ”Intake Go” pudding at a press conference at New York’s Planet Hollywood restaurant. “I wish my mother had made me this.”
Stallone said he was first inspired to create his own line of nutrition products seven years ago while working to lose the 44 pounds he gained for a role as a small-town sheriff in the movie “Cop Land.”
While some Instone products are specifically aimed at consumers looking to increase muscle mass, many are intended for use by anyone seeking a quick and healthy meal or snack.
“I wake up in the morning and I literally make this for my kids because they enjoy it,” Stallone said.
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In particular, Instone’s pudding is intended to be a cheaper alternative to nutrition bars, which Stallone said can cost $3 or $4 each. “Intake Go” pudding costs $9.99 for a pack of four individual servings.
Other Instone products include meal replacement shakes, which will soon be packaged with a free educational fitness DVD starring Stallone himself. Another product, called Forza-T, is designed to boost the body’s production of testosterone and can be used to help build muscle or for an increased sex drive.
The launch is GNC’s biggest ever for a single line of products, according to Instone Chief Executive John Arnold, who cited Stallone’s star power.
“When you walk into a health food store you see a lot of products. You don’t know what works, but more importantly they are faceless companies,” Arnold said in an interview. “The goal here is to have a trusted person like Stallone.”
Arnold declined to give sales projections for the product line.
Instone’s products will appear in all 5,000 GNC stores by mid-June, the company said.