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 larger costs. As a former producer of sports activities diet merchandise, I do know the price of many elements, plus vitality gels are basically simply concentrated sugar water. Ought to they be so costly? (Listed below are some reasonably priced options)
Like lots of you, I do get pleasure from nerding out on the science behind the vitality gels we take. For instance, the completely different pathways of glucose and fructose or how applied sciences resembling 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 create.
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 diet as a substitute of fostering exclusivity through pricing.
Separation as a substitute of integration
There are vitality gels that combine a boatload of extras: branched chain amino acids (BCAA), plentiful electrolytes, nutritional vitamins, unique elements, and so on. After which there are gels that strip it right down to the bones and comprise just some objects resembling water, sugars, and thickeners.
A number of manufacturers following the latter route usually separate their merchandise into two classes:
- For replenishing carbohydrates
- For hydration and sustaining electrolyte steadiness.
Their vitality gels present sugar and little or no else. And in case 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 purpose that athletes needs to be extra exact with their fueling. By dividing carbohydrate and electrolyte consumption into separate merchandise, you’ll be able to higher preserve monitor of what you devour to stop over-fueling that might trigger abdomen points and electrolyte imbalances.
There may be reality to that, however it’s additionally intelligent advertising. As an alternative 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.
