Dumb down or nerd out?
Whereas I applaud Maurten’s effort within the taste division, the model popularized a development that I’m not a fan of — complicating issues with science to market vitality gels at increased costs. As a former producer of sports activities vitamin merchandise, I do know the price of many elements, plus vitality gels are primarily simply concentrated sugar water. Ought to they be so costly? (Listed here are some reasonably priced alternate options)
Like a lot of you, I do get pleasure from nerding out on the science behind the vitality gels we take. For instance, the totally different pathways of glucose and fructose or how applied sciences equivalent to hydrogels and isotonic options can pace up the processing of carbohydrates. It’s all very academic, and I recognize all the nice movies and articles the manufacturers created.
I simply want they didn’t leverage the content material and advertising and marketing technique to justify charging extra.
Carbs Gasoline, a brand new model on the block, is bucking the development. Their product design and advertising and marketing message are additionally science-driven, however they “dumb it down” to simplify the science and supply affordability.
I hope we see extra manufacturers democratizing sports activities vitamin as an alternative of fostering exclusivity through pricing.
Separation as an alternative of Integration
There are vitality gels that combine a boatload of extras: branded chain amino acids (BCAA), plentiful electrolytes, nutritional vitamins, unique elements, and many others. After which there are gels that strip it all the way down to the bones and comprise just some objects equivalent to water, sugars, and thickeners.
A number of manufacturers following the latter course sometimes separate their merchandise into two classes:
- For replenishing carbohydrates
- For hydration and sustaining electrolyte stability.
Their vitality gels present sugar and little or no else. And when you want one thing for hydration, they’ve separate product traces, often near-zero sugar drink mixes and tablets filled with sodium and different important electrolytes.
They cause that athletes must be extra exact with their fueling. By dividing carbohydrate and electrolyte consumption into separate merchandise, you possibly can higher maintain observe of what you eat to stop over-fueling that might trigger abdomen points and electrolyte imbalances.
There’s fact to that, but it surely’s additionally intelligent advertising and marketing. As a substitute of shopping for one merchandise, you now want two. And the stripped-down vitality gels aren’t essentially cheaper than choices with all of the bells and whistles.
