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Local entrepreneur ready to share new drink with the world

By SASHA JOHNS / Community Columnist

Al Lamoureux Jr. is a regular guy, living in Shelby County, who is learning the art of adapting to the changes that are happening all around us.

Lamoureux had been poised to bring products from the Alabama company his cousin, a pharmacist, founded into local gyms and other health minded businesses. Phoenix Nutrition offered products like weight loss and nutritional supplements that were perfect for these kinds of businesses, but once the COVID-19 pandemic brought a statewide shutdown, it more than stalled his ability to move forward with his business plans. Even after things began to reopen, gyms continued to be some of the hardest hit facilities.

It turns out that Lamoureux had an epiphany the very day of the shutdown when his son chose a popular energy drink while they were out. “I asked him to hand me the drink so I could read the label and I was shocked at the amount of sugar that was in it among other things,” Lamoureux told us. He began to do his due diligence in researching the other ingredients not only in this one product but in its competing products and found very few options he could feel good about sharing with his kids. So he took matters into his own hands.

He set out to create a new drink aimed at the same audience, that would have a more natural makeup and could be used in a variety of recovery type situations without the more harmful dyes and sugars and other ingredients that could cause everything from behavioral issues to health issues long term.

From March to July he did just that because like everyone else, he was stuck in quarantine.  After a lot of research, and experimenting, and testing through channels like the FDA, he was able to fast track his idea and has a fully FDA registered product that is ready to hit the shelves.

His drink called Pure Indurance, spelled with the letter “I” instead of an “E” to make a play on words for “individual endurance,” is no calorie, and sugar and dye-free. It’s is also full of B vitamins and amino acids. “It refuels you with energy safely, and helps with muscle recovery and endurance,” Lamoureux told us, “We didn’t cut any corners. It’s been tested and it has 69 milligrams of four kinds of B vitamins which also help with focus.”

Over the last few months, Lamoureux created a product and secured testing and a stamp of approval from the Food and Drug Administration.  His next goal is to find big-box grocery stores that offer locally made products to partner with in hopes of getting the product into more hands quickly.  No small feat for any small business, but especially one developed during a time when many established businesses are struggling. “When everything started closing, we had to change gears pretty quickly,” he said, which may speak to the fact that many businesses will have to find new ways to adapt in order to survive, and Al Lamoureux Jr. is determined to do just that.

To learn more about Lamoureux’s Pure Indurance, just check out the Facebook page, Phoenix Nutrition, Inc.

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