GU Energy Labs Launches New Energy Drink Mix Flavor

March 1, 2021

New Caffeine-Free Strawberry Hibiscus ROCTANE Energy Drink Mix delivers refreshing fuel for endurance efforts.

Berkeley, Calif. — March 01. 2021 — GU Energy Labs today launched the new caffeine-free Strawberry Hibiscus flavor into its ROCTANE Energy Drink Mix line-up, giving athletes an even broader variety of fueling choices. The all-new flavor provides inspiration to keep pushing during tough training blocks and races.

Through extensive testing and their own experience as endurance athletes, the R&D Team at GU knows that avoiding flavor-fatigue is just as important as avoiding physical fatigue. Using Flavor Science as a guide, the team develops exciting yet familiar flavors that evoke memories of favorite foods and drinks, helping athletes stay motivated to continue fueling. With the addition of Strawberry Hibiscus, the ROCTANE Energy Drink line-up now includes five flavors containing critical carbohydrates, electrolytes, and amino acids.

“Consuming only one type of food or drink for many hours while training or racing can lead to flavor fatigue or worse, a loss of appetite and decreased desire to fuel,” said Magda Boulet, GU’s SVP Innovation, Research & Development. “By mixing different flavors and form factors, including liquids and solids, you stand a better chance of maintaining your desire to fuel and keep moving. We believe that the Strawberry Hibiscus ROCTANE Drink is another great option for athletes to add variety to their fueling plans.”

Hibiscus has seen a huge spike in popularity in recent years and was named “Flavor of the Year” in 2019 by Firmenich, the world’s largest flavor developer. Its slightly tart, herbaceous flavor is a natural match for sweet, juicy strawberries, creating a refreshing taste profile with a lively zing.

Strawberry Hibiscus is the fifth flavor in the ROCTANE Energy Drink Mix line and the second non-caffeinated option (joining Grape). As with the other four flavors, (Lemon Berry, Summit Tea, Tropical Fruit and Grape), Strawberry Hibiscus is available in a 12-Serv. Canister (MSRP $30), 24-Serv. Canister (MSRP $45) and a Box of 10 Individual-Serv. Packets (MSRP $32.50). Available for purchase on: GUEnergy.com

This new flavor expands the comprehensive ROCTANE System, which features products created to fuel any athlete’s most demanding activities and races and promote proper recovery afterward. The full ROCTANE System includes: ROCTANE Energy Drink Mix, ROCTANE Gel, ROCTANE Protein Recovery Drink Mix and the four-supplement ROCTANE Capsules line.

For more info and to purchase products, please visit: GUEnergy.com

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For any media inquiries, please contact: Kelsey Anderson, kelsey@sasquatchagency.com

ABOUT GU ENERGY LABS

GU Energy Labs strives to help athletes to reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Developed in collaboration with Olympians and age groupers alike, the GU nutrition matrix of Hydration, Energy and Recovery products has helped countless athletes achieve their dreams since its inception in 1993. Headquartered in Berkeley, GU Energy Labs produces all of its Energy Gels onsite with just the right blend of heart and science. Recommit to becoming your best athletic self, learn more about GU products, and discover how nutrition planning can help you get there at www.guenergy.com.

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