Synergy CHC Announces Appointment of Erik Shields as Vice President of Beverage
Synergy CHC Corp. (NASDAQ: SNYR) has appointed Erik Shields as Vice President of Beverage, effective May 26, 2025. Shields brings nearly 20 years of sales leadership experience in both alcoholic and non-alcoholic beverage categories. He previously served as Director of C-Store Sales at Trilliant Food & Nutrition and holds certification as a Cicerone®.
The appointment comes as Synergy expands its flagship brain health brand, FOCUSfactor, into the functional beverage category with the launch of Focus + Energy Drinks. These beverages are formulated with B-vitamins and nootropics for clean energy and focus. In his new role, Shields will lead go-to-market strategy, distribution, and brand execution for this new product line.
Synergy CHC Corp. (NASDAQ: SNYR) ha nominato Erik Shields Vicepresidente Beverage, con effetto dal 26 maggio 2025. Shields porta con sé quasi 20 anni di esperienza nella leadership delle vendite, sia nel settore delle bevande alcoliche che in quello delle bevande analcoliche. In precedenza ha ricoperto il ruolo di Direttore delle Vendite C-Store presso Trilliant Food & Nutrition ed è certificato come Cicerone®.
La nomina avviene mentre Synergy espande il suo marchio principale per la salute cerebrale, FOCUSfactor, nella categoria delle bevande funzionali con il lancio di Focus + Energy Drinks. Queste bevande sono formulate con vitamine del gruppo B e nootropi per un'energia pulita e concentrazione. Nel suo nuovo ruolo, Shields guiderà la strategia di go-to-market, la distribuzione e l'esecuzione del marchio per questa nuova linea di prodotti.
Synergy CHC Corp. (NASDAQ: SNYR) ha nombrado a Erik Shields como Vicepresidente de Bebidas, con efecto a partir del 26 de mayo de 2025. Shields aporta casi 20 años de experiencia en liderazgo de ventas en las categorías de bebidas alcohólicas y no alcohólicas. Anteriormente, se desempeñó como Director de Ventas en Tiendas de Conveniencia en Trilliant Food & Nutrition y cuenta con la certificación Cicerone®.
El nombramiento se produce mientras Synergy expande su marca principal de salud cerebral, FOCUSfactor, hacia la categoría de bebidas funcionales con el lanzamiento de Focus + Energy Drinks. Estas bebidas están formuladas con vitaminas del grupo B y nootrópicos para proporcionar energía limpia y concentración. En su nuevo rol, Shields liderará la estrategia de salida al mercado, distribución y ejecución de marca para esta nueva línea de productos.
Synergy CHC Corp. (NASDAQ: SNYR)는 2025년 5월 26일부로 Erik Shields를 음료 부문 부사장으로 임명했습니다. Shields는 주류 및 비주류 음료 카테고리에서 거의 20년간의 영업 리더십 경험을 보유하고 있습니다. 이전에는 Trilliant Food & Nutrition에서 편의점 영업 이사로 근무했으며, Cicerone® 자격증을 보유하고 있습니다.
이번 임명은 Synergy가 대표적인 두뇌 건강 브랜드인 FOCUSfactor를 기능성 음료 카테고리로 확장하여 Focus + Energy Drinks를 출시하는 시점에 이루어졌습니다. 이 음료들은 B-비타민과 뇌 기능 개선 성분인 누트로픽스가 함유되어 깨끗한 에너지와 집중력을 제공합니다. Shields는 새로운 역할에서 이 제품 라인의 시장 진출 전략, 유통 및 브랜드 실행을 이끌게 됩니다.
Synergy CHC Corp. (NASDAQ : SNYR) a nommé Erik Shields Vice-Président des Boissons, à compter du 26 mai 2025. Shields apporte près de 20 ans d'expérience en leadership commercial dans les catégories de boissons alcoolisées et non alcoolisées. Il a précédemment occupé le poste de Directeur des Ventes C-Store chez Trilliant Food & Nutrition et est certifié Cicerone®.
Cette nomination intervient alors que Synergy étend sa marque phare de santé cérébrale, FOCUSfactor, dans la catégorie des boissons fonctionnelles avec le lancement des Focus + Energy Drinks. Ces boissons sont formulées avec des vitamines B et des nootropiques pour une énergie propre et une meilleure concentration. Dans son nouveau rôle, Shields dirigera la stratégie de mise sur le marché, la distribution et l'exécution de la marque pour cette nouvelle gamme de produits.
Synergy CHC Corp. (NASDAQ: SNYR) hat Erik Shields mit Wirkung zum 26. Mai 2025 zum Vice President Beverage ernannt. Shields bringt fast 20 Jahre Erfahrung in der Vertriebsführung in den Kategorien alkoholische und alkoholfreie Getränke mit. Zuvor war er Direktor für C-Store-Vertrieb bei Trilliant Food & Nutrition und besitzt eine Cicerone®-Zertifizierung.
Die Ernennung erfolgt, während Synergy seine führende Marke für Gehirngesundheit, FOCUSfactor, in die Kategorie funktionaler Getränke mit der Einführung von Focus + Energy Drinks erweitert. Diese Getränke sind mit B-Vitaminen und Nootropika formuliert, um saubere Energie und Fokus zu bieten. In seiner neuen Rolle wird Shields die Markteinführungsstrategie, den Vertrieb und die Markenführung für diese neue Produktlinie leiten.
- Strategic hire with extensive beverage industry experience (20 years)
- Expansion into high-growth functional beverage category
- Launch of new Focus + Energy Drinks product line leveraging existing brand
- None.
WESTBROOK, Maine, May 29, 2025 (GLOBE NEWSWIRE) -- Synergy CHC Corp. (NASDAQ: SNYR) (“Synergy” or the “Company”), a provider of consumer health care and lifestyle products, announced today that Erik Shields has been named Vice President of Beverage of Synergy, effective May 26, 2025.
“We’re excited to welcome Erik to the team and look forward to his contributions,” said Jack Ross, CEO of Synergy. “With nearly two decades of experience leading national strategies, managing key accounts, and building high-performance teams, Erik brings the leadership and executional expertise needed to help scale our beverage business. As we focus on accelerating growth in this category, we’re confident he will deliver an immediate and lasting impact.”
Shields brings nearly 20 years of sales leadership experience across both alcoholic and non-alcoholic beverage categories. Most recently, he was the Director of C-Store Sales at Trilliant Food & Nutrition, a leading provider of coffee and other specialty food and beverage products. His previous roles include National Account Director and Business Development Lead, with a core focus on wholesaler and distribution strategy. Over the past decade, he has built a strong reputation in the Northeast region for driving revenue growth, developing strategic partnerships, and leading with purpose. As a Certified Cicerone®, Erik also brings a deep understanding of beer and beverage category dynamics, which will support Synergy’s innovation and expansion efforts across the portfolio.
Shields joins Synergy at a pivotal time for the Company’s beverage strategy, which includes the expansion of its flagship brain health brand, FOCUSfactor, into the high-growth functional beverage category. The launch of Focus + Energy Drinks—formulated with fast-acting B-vitamins and nootropics to deliver clean, convenient energy and focus—marks a major step forward in aligning the brand’s cognitive health legacy with rising consumer demand for better-for-you, functional beverage options. As Vice President of Beverage, Shields will be responsible for driving go-to-market strategy, distribution, and brand execution for this new product line, helping position Synergy at the intersection of two booming wellness trends: mental performance and functional beverages.
“I’m honored to join Synergy at such an exciting moment in its growth journey,” said Erik Shields, Vice President of Beverage. “Synergy’s focus on innovation, brand building, and customer-centric execution aligns well with my passion for creating scalable strategies and building high-performing teams. I look forward to partnering with Jack and the broader leadership team to accelerate the momentum already underway in the beverage division and unlock new opportunities for growth.”
About Synergy CHC Corp.
Synergy CHC Corp. is a provider of consumer health care and lifestyle products. Synergy's current brand portfolio consists of two marquee brands, FOCUSfactor, a clinically-tested brain health supplement that has been shown to improve memory, concentration and focus, and Flat Tummy, a lifestyle and wellness brand that provides a suite of nutritional products to help women achieve their weight management goals.
Investor Relations
Gateway Group
Cody Slach
949.574.3860
SNYR@gateway-grp.com
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