A 2027 retail launch of co-branded sous vide products is the centerpiece of an expanded partnership between Cuisine Solutions and IRONMAN North America, with the sous vide pioneer positioning itself squarely in the fast-growing active-lifestyle food segment. The new product line will reach retailers nationwide and is informed by direct, on-course consumer research the brand conducted throughout the 2026 race season.
From Race Courses to Shelves
Over the course of the 2026 IRONMAN season, Cuisine Solutions served high-protein sous vide sliced proteins, coconut oatmeal, and sous vide egg bites to more than 50,000 members of the triathlon community. That real-world exposure gave the brand's culinary team firsthand data on what performance-focused consumers want — not just on race day, but during training, recovery, and everyday meals. Those insights will now feed directly into new product development led by Cuisine Solutions' in-house chef network.
"We believe athletes should expect more from their food," said Felipe Hasselmann, President and CEO of Cuisine Solutions. "Our goal is to set the standard for clean, healthy, high-protein sous vide food that supports performance and recovery for athletes, aspiring athletes, GLP-1 consumers, and anyone pursuing a healthy lifestyle."
Scott DeRue, Chief Executive Officer of The IRONMAN Group, confirmed that athlete response to Cuisine Solutions at events has been "overwhelmingly positive," citing the brand's culinary excellence and high-protein options as drivers of that reception.
Sponsorship Anchors the Strategy
Beyond the retail play, Cuisine Solutions will serve as title sponsor of two IRONMAN 70.3 races in 2027. The inaugural Cuisine Solutions IRONMAN 70.3 Lake George is slated for June in New York's Adirondack region, followed by Cuisine Solutions IRONMAN 70.3 La Quinta in California's Coachella Valley in December. Both events will serve as live brand showcases, with the company presenting sous vide cooking demonstrations and experiences spanning race week through finish-line celebrations.
For foodservice and restaurant industry operators tracking the broader premium protein and performance-food space, the Cuisine Solutions move illustrates how sous vide — long a back-of-house technique — continues its migration into branded consumer packaged goods. The company already operates as a global supplier to leading retailers, hospitality brands, and restaurants, and this partnership extends that infrastructure into a direct-to-consumer product strategy anchored by one of the world's most recognizable endurance sports brands.
The active-lifestyle and better-for-you food segment has drawn intensifying competition from both legacy food manufacturers and emerging brands, with high-protein, clean-label positioning becoming table stakes for new product launches. Cuisine Solutions is betting that its culinary credibility and sous vide technology differentiate it from commodity protein products competing in the same retail aisle. The GLP-1 consumer callout from Hasselmann also signals the brand's intent to capture a rapidly expanding demographic actively seeking portion-controlled, high-protein food options.
More information is available at cuisinesolutions.com/ironman.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
