Dumb down or nerd out?
Whereas I applaud Maurten’s effort within the taste division, the model popularized a pattern that I’m not a fan of — complicating issues with science to market power gels at greater costs. As a former producer of sports activities diet merchandise, I do know the price of many substances, plus power gels are primarily simply concentrated sugar water. Ought to they be so costly? (Listed here are some reasonably priced alternate options)
Like lots of you, I do get pleasure from nerding out on the science behind the power gels we take. For instance, the completely different pathways of glucose and fructose or how applied sciences reminiscent of 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 and marketing technique to justify charging extra.
Carbs Gasoline, a brand new model on the block, is bucking the pattern. 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 diet as a substitute of fostering exclusivity by way of pricing.
Separation as a substitute of integration
There are power gels that combine a boatload of extras: branched chain amino acids (BCAA), plentiful electrolytes, nutritional vitamins, unique substances, and many others. After which there are gels that strip it right down to the bones and include only a few gadgets reminiscent of 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 steadiness.
Their power gels present sugar and little or no else. And in case you want one thing for hydration, they’ve separate product strains, often near-zero sugar drink mixes and tablets filled with sodium and different important electrolytes.
They motive 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 eat to stop over-fueling that would trigger abdomen points and electrolyte imbalances.
There may be reality 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 power gels aren’t essentially cheaper than choices with all of the bells and whistles.
