New product launch for sports nutrition company to fuel performance

INEOS Grenadiers
X The Business Desk

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Science in Sport, the sports nutrition company serving elite athletes, sports enthusiasts and the gym lifestyle community, has launched a new product range.

Its reformulated ‘Beta Fuel’ product range has been designed to be carbohydrate fuelling.

SiS said a trial version of the updated formula supported British cyclist Tao Geoghegan Hart’s victory in the Giro d’Italia race in 2020 and the original formulation fuelled Chris Froome’s win of the same race in 2018.

The new formulation has been in development over a number of years with research conducted at the sport science institution at Liverpool John Moores University, in collaboration with professional athletes.

These included INEOS Grenadiers, the British professional cycling team.

The new ‘Beta Fuel’ range will be available in three forms; as an energy drink powder, gel and chew bar.

Professor James Morton, director of performance solutions at Science in Sport, said: “One of the greatest challenges in any sport is to quickly, conveniently, and adequately fuel in the throes of competition.

“Our science-based solution – a precise ratio of maltodextrin and fructose – is the key to ‘Beta Fuel’. We have spent years researching and finessing the optimum carbohydrate delivery system to allow athletes to fuel their best performances.

“This is a significant change to the formulation, and we believe it makes the new range category-leading.”

Stephen Moon, CEO of Science in Sport, added: “This new formula will help endurance athletes enhance their performance through significantly improved energy fuelling. It also reflects the rigorous, science-driven approach we take to product development.”