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 substances, plus vitality gels are primarily simply concentrated sugar water. Ought to they be so costly? (Listed here are some inexpensive alternate options)
Like lots of you, I do take pleasure in 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 similar to hydrogels and isotonic options can velocity up the processing of carbohydrates. It’s all very instructional, and I admire all the good movies and articles the manufacturers created.
I simply want they didn’t leverage the content material and advertising technique to justify charging extra.
Carbs Gas, a brand new model on the block, is bucking the development. Their product design and advertising 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 substances, and so on. After which there are gels that strip it all the way down to the bones and include only a few objects similar to water, sugars, and thickeners.
A number of manufacturers following the latter route 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 strains, normally near-zero sugar drink mixes and cabs filled with sodium and different important electrolytes.
They purpose that athletes must be extra exact with their fueling. By dividing carbohydrate and electrolyte consumption into separate merchandise, you possibly can higher maintain monitor of what you eat to stop over-fueling that might trigger abdomen points and electrolyte imbalances.
There may be fact to that, but it surely’s additionally intelligent advertising. 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.
