Nuun has announced the availability of its Energy line to the Canadian market under the brand name Nuun Boost. Nuun launched Energy in the United States in March 2014. The company worked closely with Health Canada to ensure the product meets the regulator’s strictest standards and it has received all certifications for distribution.
Nuun Boost is the same product as Energy in the US, with a blend of electrolytes, caffeine and B vitamins. Health Canada would not allow Nuun to call the product ‘Energy’ because it did not have enough sugar or caffeine.
Nuun will also begin distributing its PLUS product in the Canadaian autumn/fall and is supporting a number of endurance sports events in the country.
Boost was debuted to the Canadian athletic community during Nuun’s expo presence at the Nike Women’s 15K Toronto on 14-15 June where Nuun was the on course hydration sponsor. Nuun has Boost available for sale in the Canadian market beginning 30 July at MEC and other sports specialty retailers across the country through its importer, distributor Red Pine Outdoor Equipment.
Nuun notes, ‘In the current marketplace of oversaturated energy drinks laced with excessive amounts of sugar and caffeine, Nuun created a solution for the health conscious, active consumer.’ Nuun Boost aims to hydrate with ‘a scientifically proven formula that balances hydration and sustains energy for optimal performance.’
Nuun Boost has a unique blend of B Vitamins for energy metabolism, caffeine for increased endurance output and cognition, and the same optimal electrolyte blend as Nuun Active Hydration to keep athletes hydrated. The product contains zero added sugars, fewer than 12 calories, is available in a tablet form and stored in the same popular, portable container.
Nuun Boost’s mission is to redefine the energy drink market with a clean, eco-friendly alternative.
“We have taken the popular formula of Nuun Active Hydration and elevated it with essential B Vitamins and moderate caffeine levels for sustained energy levels,” said Kevin Rutherford, President and CEO of Nuun. “Our consumers are very active, and the energy gain offered in Nuun Boost takes their athletic performance to the next level.”
With moderate caffeine levels of 40mg per serving, Nuun Boost aims to provide sustained energy without the crash experienced from high caffeinated beverages. Caffeine is a natural energy booster, and it has been linked to an increase of athletic performance. Studies have shown that a moderate intake of caffeine about one hour before activity can increase endurance performances.
In addition, research has shown that caffeine intake during exercise can increase both oxygen consumption and anaerobic power, while at the same time, decreasing heart rate. Recent research in the medical community has also noted that moderate caffeine levels do not cause any form of dehydration. According to Nuun, the optimal blend of electrolytes also ensure the body is adequately absorbing the water consumed.
Nuun Boost includes five essential B Vitamins that helps convert food (carbohydrates & fats) into fuel (glucose). Riboflavin (Vitamin B2), Niacin, Pyradoxine (Vitamin B6), Cobalamin (Vitamin B12) and Pantothenic Acid are all found in Nuun Energy. On the main level, Nuun adds that the B Vitamins work with stored carbohydrates and lipids in the body for energy use. In addition, the B Vitamins break down Glycogen (stored fuel) and aid in Red Blood Cell production, which helps deliver oxygen to exercising muscles.
“Most energy drinks on the market have excessive amounts of sugar, caffeine and vitamins that hinder your performance instead of aid in it, said Vishal Patel, Chief Nutritionist at Nuun. “We carefully formulated Nuun Boost to provide a continual boost of energy that will work with your body instead of against it. There is currently no other product on the market like Nuun Boost, and we are thrilled about this launch.”
Nuun Boost is launching in Canada with three popular flavours adapted from the Nuun Active Hydration line – Lemon Lime, Wild Berry and Cherry Limeade. The retail price is $7.49 for a tube including 10 tablets.
Nuun, based in Seattle, WA, is a pioneer of electrolyte enhanced drink tablets that ‘turn water into an optimally balanced sports drink without the sugars and plastic waste of traditional sports drinks.’ Founded in 2004, Nuun is used by some of the world’s best athletes and enthusiasts in running, cycling, triathlon, outdoor, and general fitness.
Eight years later, Nuun Active Hydration is ‘the #1 selling sports drink product in bike, run, outdoor specialty and outdoor chain stores in North America.’ Nuun is sold in over 5,000 outlets in North America and available in over 30 countries.
