Nutrition Business Journal

Stallone Enters the Sports Nutrition Ring

Leanfire hits the spot for weight loss. Will placement power Instone’s new entry? The proof is in the pudding.

Barely a year old, Instone Nutrition has leapt out of the gate like a full-grown thoroughbred thanks to the financing and star power of its founder and chairman, Sylvester Stallone. Rolled out nationally in GNC stores beginning in January 2004, Instone’s Intake shakes and Forza-T natural testosterone booster sold briskly through the year, but the diet pill Leanfire (with 7-Keto DHEA) was its strongest seller.

“We didn’t didn’t get

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