Maximuscle fights back after Panorama attack

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SPORTS firm Maxinutrition has defended its protein products, which promise to improve performance and recovery, after the health shakes came under fire on BBC’s Panorama last night (Thursday).

The pricey concoctions, including Maximuscle products that come in the form of a powder and are mixed with water or milk to make a shake, were branded a ‘fashion accessory for exercise’ by the show’s scientific expert. He said: “This has become yet another fashion accessory for exercise and a rather expensive way of getting milk.”

According to the show, last year shoppers splashed out more than £100 million on nutritional supplements.

Maxinutrition’s head office is based in Swallowdale Lane, Hemel Hempstead. The sports nutrition company offers a range of products from shakes to pills and snack bars under the brands Maximuscle, Maxifuel and Maxitone.

A statement issued by its parent company GlaxoSmithKline following the programme said the products have detailed labelling to ensure customers are fully informed.

It said: “We approach all claims about our products with the highest scientific rigour. The Maxinutrition range includes leading sports nutrition products and it plays a valued role in the active lives of millions of people in the UK. Consumers trust their quality, the science behind our claims and the benefits they feel when they use them.

“Over the past 15 years Maxinutrition has helped to shape the sports nutrition industry and its products are designed for people taking part in sports and exercise. They are trusted by elite athletes, professional sports teams and governing bodies. Sports supplements can be very helpful to those taking part in sport or exercise that require a specific nutrient intake. They are also useful for people on reduced calorie diets when it can be difficult to obtain all the necessary nutrients while cutting out certain foods.

“We take our responsibilities to consumers very seriously and we label contents clearly. All our marketing is focused on encouraging participation in sport and supporting those who exercise. We will of course consider the views put forward in Panorama’s programme and would also invite any consumers who have any questions about the points raised in the programme to contact us directly.”