In a clear sign of the changing times, a vegan protein company has been selected to be Tough Mudder’s official protein shake partner in the USA.
Tough Mudder is an event that’s not for the faint hearted, as it is an extreme endurance event series in which participants attempt 10–12 mile-long (16–19 km) military-style obstacle courses and tests mental as well as physical strength.
Luckily for veggie participants Vega are now on hand to give participants an extra boost with their delicious plant-based protein products, and to provide them with tailored educational content to help them take on the obstacles at Tough Mudder events.
Vega’s entire range is all suitable for vegans and is the leading vegan protein shake brand, so it’s exciting to see them partnering with such a well-known brand like Tough Mudder as this will help to change the perception that vegans are protein deficient. The partnership helps to show that vegan protein is every bit as good as traditional non-vegan protein powders for helping keep the body fuelled, but with the added bonus that no animals had to suffer in the making of it.
Kim McDevitt, MPH RD, National Educator at Vega said: “Running Tough Mudder or Tough Mudder Half requires a spectacular amount of grit, determination, teamwork and dialed in nutrition. Preparation for an event of this caliber starts months before event day, and Vega is incredibly excited to have the opportunity to help fuel and educate participants from training day all the way through the Tough Mudder finish line.”
Vega announced their 2017 partnership with Tough Mudder at the iconic Muscle Beach in Venice, California, January 12th during Tough Mudder’s first-ever training event and obstacle pop-up. Vega will be onsite at Tough Mudder events throughout 2017 as the official protein shake partner initially for five Tough Mudder and Tough Mudder Half events in the United States between March and October 2017.