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 power gels at increased costs. As a former producer of sports activities vitamin merchandise, I do know the price of many elements, plus power gels are primarily 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 power gels we take. For instance, the totally different pathways of glucose and fructose or how applied sciences akin to hydrogels and isotonic options can pace up the processing of carbohydrates. It’s all very academic, and I respect 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 a substitute of fostering exclusivity through pricing.
Separation as a substitute of Integration
There are power 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 right down to the bones and include only a few gadgets akin to water, sugars, and thickeners.
A number of manufacturers following the latter course usually separate their merchandise into two classes:
- For replenishing carbohydrates
- For hydration and sustaining electrolyte stability.
Their power gels present sugar and little or no else. And in case you want one thing for hydration, they’ve separate product strains, normally near-zero sugar drink mixes and cabs full of 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 possibly can higher preserve monitor of what you devour to forestall over-fueling that would trigger abdomen points and electrolyte imbalances.
There’s 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 power gels aren’t essentially cheaper than choices with all of the bells and whistles.
