GU Energy Labs has unveiled a new formulation for its Electrolyte Brew product, adding new flavours and ‘increasing the versatility of the drink line to complement its family of endurance nutrition.’
The new, lighter-flavoured Brew serves as a counterpoint to one of GU’s other drinks, Roctane Ultra Endurance Energy Drink, which has a higher carbohydrate concentration and additional amino acids.
The new flavours include caffeinated Lemon Tea, Watermelon, Tastefully Nude and Blueberry Pomegranate, which will have two times the regular sodium content of the others.
“Our new Brew formulation serves many purposes,” said GU Energy Vice President of Innovation and Development, Magdalena Boulet. “It has a lighter taste profile, while offering a greater versatility for athletes. They can use it solely for short workouts or in conjunction with a gel or Chomps for longer workouts that need additional fuel.”
The new formulation will have 70 calories and 19g of carbohydrates per serving, with 250mg of sodium and 30mg of potassium in all but the Blueberry Pomegranate, which will have 500mg of sodium.
The carbohydrate source combines complex carbohydrates (in the form of maltodextrin, a glucose polymer) with simple carbs (as fructose) in a 50-50 balance, making the hypotonic Brew easily digested while still providing lasting energy.
“One of the common issues athletes face is flavour fatigue,” said Boulet. “Which is why we’re especially proud of Tastefully Nude. It has a neutral taste and mouth-feel, which imparts subtle flavouring without giving rise to taste fatigue from an overly sweet formulation. Tastefully Nude also complements numerous flavour combinations with our energy gels and chews.”
The new Brew will be available in portable 19g stick-packs as well as a travel-friendly canister offering 24 servings. Each serving contains only 10g of sugars, no proteins or fat, and no artificial food dyes. The MSRP is expected to be US$1.50 per stick and US$20 per canister.
The full family of new GU Brew flavours are:
- Lemon Lime
- Orange
- Lemon Tea (20 mg caffeine)
- Blueberry Pomegranate (with 2x sodium)
- Watermelon
- Tastefully Nude
The new product formats will be available on 1 July 2014, and interested dealers can contact their local rep or GU in-house sales for pre-release offer. (Email: Orders[at]guenergy.com or by phone at +1 800 400 1995.)
GU Energy Labs has offered up ‘convenient, scientifically-proven energy products for athletes’ since 1993. Featuring sustained energy release, GU Energy provides the necessary nutrients and compounds for optimum athletic performance. Since the inception of GU Energy, the company continues to expand its range of products, incorporating the latest scientific research and helping athletes fuel their performance.
