CHERRiSH solidifies sports recovery image with roster of NBA, MLB athlete endorsements, launches biltong

By Mary Ellen Shoup contact

- Last updated on GMT

Image: CHERRiSH Instagram (@cherrishyourhealth)
Image: CHERRiSH Instagram (@cherrishyourhealth)

Related tags: sports recovery, Sports drinks, tart cherry

Tart cherry juice brand CHERRiSH, which claims to improve sports performance and recovery, has recruited five professional NBA and MLB athletes to endorse the brand.

Multiple athletes including CJ McCollum (Portland Trail Blazers), Zach LaVine (Chicago Bulls), LaMarcus Aldridge (San Antonio Spurs), George Springer (Houston Astros) and Brett Gardner (NY Yankees) have inked Champion ambassador partnerships with CHERRiSH Your Health.

“The new athlete Champion program will continue to promote the brand’s position as a premium sports recovery and functional wellness beverage, designed to elevate the performance of both athletes as well as everyday consumers,”​ said the company.

CHERRiSH, available in 12-ounce ready-to-drink beverages and a 3-ounce concentrate pouch, contains a proprietary combination of Montmorency tart and sweet Bing cherries (using both the skin and the pulp.

Besides delivering a distinct flavor profile, tart cherries contain anti-inflammatory compounds that research has linked to relieving muscle soreness and stiffness. Other purported benefits include better quality sleep, reduced insomnia, lower blood pressure and blood sugar, improved microbiome health, delayed neurodegeneration, and improved memory and cognition.

Read more about the science of tart cherries HERE​.

Coinciding with the endorsement of several elite athletes, CHERRiSH has experienced rapid retail expansion, entering 250 Safeway-Albertsons stores in the Pacific Northwest region and is currently sold in 188 Jewel-Osco stores in Chicago as well as over 95 United Supermarket stores in Texas and New Mexico

CHERRiSH also told this publication that it is has launched its own biltong (a form of dried, cured beef) brand called BLOK to its portfolio to complement its cherry juice products. The company has started shipping out the new products to a few retailers, merchandizing the product as a "refueling package" ​for athletes and active people on-the-go.  

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Influencers, the microbiome, protein, formulation challenges and opportunities, and female athletic consumers are just some of the topics that will take center stage at the NutraIngredients-USA Sports Nutrition Summit​​ in San Diego, Feb 3-5, 2020. For more information and to register, please click HERE​​

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