Photo courtesy of Al Lamoureux Jr.
The Pure Indurance packaging recently got a new look and comes in three flavors: green apple, lemon lime and black cherry.
It was March 13, just as the COVID-19 outbreak was beginning, when Chelsea resident Al Lamoureux saw his son drinking a Body Armour sports drink. He was intrigued at what ingredients were in it and began reading the list of supplements.
Lamoureux, who has worked in the health industry for 10 years, saw that the drink contained vitamins, but also a large amount of sugar. He decided to create a drink that would be both healthy and taste good. His wife, who is a child nutrition manager at Helena Elementary School, encouraged him to come up with something different.
“I saw the vitamins, B12, D’Panthenol, niacin and others that we had been putting these in our weight loss products for years, and that’s when it hit me,” Lamoureux said.
He started researching. During the shutdown, he would go into his Greystone office and test different levels of ingredients and order different flavors from a supplier in California. He started creating samples.
When he shared them, he got an overwhelmingly positive response. The new flavors included green apple, lemon lime and black cherry.
“The thing that sets us apart is the amount of vitamins we put in there,” he said. “We put in 69 milligrams per 16 ounce bottle of the 4B vitamins. Nobody puts even close to that.”
When coming up with a name for the product, Lamoureux decided on Pure Indurance. He said people have a misconception that it’s flavored water, but it’s actually the first vitamin and amino acids drink combination on the market. It contains no sugar, calories or dyes. It provides energy, athletic endurance and muscle recovery.
Lamoureux is currently in the process of getting his product into stores. He is already selling it wholesale at the Raceway on U.S. 280 and Total Health Solutions in Trussville.
For information, visit facebook.com/phoenixnutritioninc.
