One of my favorite sport-fuel snacks, Honey Stinger, just scored a big boost by signing cyclist Lance Armstrong as part of its ownership team. Based in Steamboat Springs, Colorado, Honey Stinger makes honey-based gels, chews, and bars, well known in athletic circles for their yumminess and effectiveness in recovery from muscle exertion and fatigue.

Per the press release:

“I first tried Honey Stinger products during a mountain bike race in Colorado,” says Armstrong. “I was impressed with the great taste and energy they provided. Honey Stinger works for me in training and racing because you want to eat them and they work. I like the whole team – they understand what athletes need and they’re great to work with. I’m excited to be part of the Stinger team and work with them on expanding the products and business."