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Research with athletes by PowerBar and
Carmichael Training Systems revealed several unmet needs in the category.
Athletes expressed issues with taste, digestibility, ingredient selection
and the GI effects with leading sports drinks. PowerBar and CTS were
confident that together they could develop formulations that could deliver
on these unmet consumer needs.
Our original beverage, Perform, was focused on the ready-to-drink,
convenience store market. The decision was made to discontinue Perform due
to stiff competition. With the POWERBAR®
BEVERAGE SYSTEM, we are targeting a more select niche...serious athletes who
regularly shop sporting good stores and are searching for a great tasting
sports beverage that meets their performance needs.
The POWERBAR®
BEVERAGE SYSTEM was tested during the product development phase and at final
formula. The system was tested with PowerBar's stable of Team Elite
sponsored athletes and CTS coached athletes for performance and taste. The
final formulation delivered on taste and performance.
Athletes, particularly those who 1)
exercise for more than hour, 2) take part in high intensity activities
lasting an hour or less, or 3) regularly deplete muscle glycogen and need
fast recovery for a workout later that day or the following day.
The POWERBAR®
BEVERAGE SYSTEM expands the company's product portfolio to now include a
complete offering of nutritional bars, gels and drinks. POWERBAR®
ENDURANCE can supply the essential hydration, electrolytes and carbohydrates
athletes need for endurance sporting events. POWERBAR ®
RECOVERY meets athletes' glycogen restoration, muscle repair, and
rehydration needs. The drinks may be used in conjunction with POWERBAR®'s
PERFORMANCE Energy Bars and sports gels, or on their own, depending on the
individual athlete's needs and the type of activity he/she is planning.
How much sodium, the key
electrolyte lost in sweat, does one 20 oz. serving of POWERBAR®
ENDURANCE contain? 400mg. In fact, POWERBAR®
ENDURANCE contains 680 mg sodium/liter, which is at the high end of the ACSM
recommended range of 500-700 mg of sodium/liter for prolonged endurance
activities. For reference, sweat contains roughly 1000 mg/liter, but can
vary widely.
There is currently no proven mechanism by which added protein might be of
benefit. Hydration may also be a concern as the consumption of proteins
during exercise produces urea, which can negatively impact hydration status.
The evidence from clinical research studies regarding the benefit of
including protein in sports drinks to be used during physical activity is
contradictory. Finally, our "blind" taste testing with athletes revealed
that it is difficult to incorporate protein into a beverage for use during
activity while maintaining its palatability.
Having some protein provides amino acids
for muscle repair, however, our testing suggests that too much probably
interferes with taste. If research studies definitively determine the ideal
carbohydrate: protein ratio for post-exercise recovery we will certainly
consider addressing changes with our formulation. |