Ultimate Nutrition is a core sports nutrition brand that sells protein products, weight gainers, bars and other supplements almost exclusively to specialty and natural retail stores. “We have no desire to be a mass market company,” said Brian Rubino, vice president. “Doing something like that would damage the relationship we have with a lot of the distributors all the way down to the end customers.”
Despite setbacks from the loss of ephedra and prohormone products in 2004, Rubino sai
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