Fit Brands has launched all-natural Chia energy gels from HÜMA into the UK market. HÜMA Chia energy gels are based on the tradition of the TaraHümara, a tribe of Mexican Indian ultramarathoners who use Chia seeds for energy. The brand is also combined with the philosophy that ‘gels should be made from 100% all-natural ingredients and taste great.’
HÜMA’s goal is to provide ‘an all-natural, great tasting energy gel that is enjoyable.’ The gluten free, vegan friendly gels are made from fruit puree, evaporated juice, filtered water, brown rice syrup, ground chia seeds, citric acid and sea salt.
Fit Brands notes that, since HÜMA is made without synthetic ingredients, the gels are easy to swallow, easy on the stomach, and taste great. ‘Plus, they are made with super-food Chia for added energy.’
As the UK distributor for HÜMA, Fit Brands will provide sales, marketing and distribution support, as well as strategic guidance for UK expansion. Initially, Fit Brands will focus on getting HÜMA into speciality run stores, then gaining wider penetration in cycling, triathlon and health food stores.
Fit Brands has already opened doors for HÜMA in leading UK multisport retailers such as Sweatshop and Runners Need, and several smaller independents. The gels recently appeared at the Virgin London Marathon expo on the Fit Brands stand and were reportedly well received by the runners.
Jon Dennis Managing Director at Fit Brands said “We handed out HÜMA gels at the marathon expo and they went down really well. There were lots of comments on how tasty they were.”
Founder of HÜMA, Ian McCollum came up with the idea while stationed in the sands of Iraq in 2009, where he read Christopher McDougall’s Born to Run: A Hidden Tribe, Superathletes, and the Greatest Race the World Has Never Seen. The story described a special chia seed blend used to fuel the Tarahumara tribe, who regularly compete in 100-mile races.
Ian also wanted energy gels that were natural. He said, “When we launched in the US in November 2012, every other energy gel out there contained ingredients unfamiliar to anyone who wasn’t a chemist.”
Ian is pleased to be working with Fit Brands and added, “Fit Brands is the perfect partner for us. They know the market place well and have seen great success in bringing other US brands across the pond to the UK market. We look forward to building a strong partnership with them.”
“We are incredibly excited to be working with HÜMA,” said Fit Brands’ Jon Dennis. “The product is perfect for the UK market, which is becoming increasingly knowledgeable about nutrition and the chemicals that often go into making gels. HÜMA tastes great and there are no hidden nasties.
“The market is screaming out for a product like this and HÜMA has an incredibly strong brand, which makes it a great proposition.”
HÜMA Chia Gels come in four flavours: Strawberry, Apple & Cinnamon, Mangoes and Blueberries. The RRP is £1.99.
www.fitbrands.co.uk
www.humagel.com
