Maurten launches World’s first Hydrogel Sports fuel with caffeine
September 25, 2019
New technology enables Swedish food tech start-up to make a caffeine based sports fuel that is almost tasteless, without additives.
GÖTEBORG, SE, September 25 – Caffeine is widely used by athletes during races and prolonged sessions. Science have shown that it increases alertness and reduce the perceived effort – properties that can aid athletes in almost any sport. But, pure caffeine tastes bitter – something the sports nutrition industry have struggled with when making gels that contains caffeine. Historically, brands have tried to hide the ingredient’s bitterness by adding flavors and acids, or by simply keeping the levels of caffeine low. Swedish tech-startup Maurten have gone in another direction with their latest product, the GEL 100 CAF 100.
“Athletes want a dose of caffeine that is large enough, but they don’t want artificial flavors, colorants or acids. So, we decided to simply circumvent the problem. Instead of trying to mask the taste with other ingredients, we’ve encapsulated the caffeine in a true hydrogel – almost totally eliminating the bitterness,” says Olof Sköld, CEO of Maurten.
Maurten’s GEL 100 CAF 100 contains 100 mg of caffeine – the equivalent of 1,5 espressos – or one cup of brewed coffee. According to the company, other caffeine gels typically deliver around half of that amount.
“From a scientific perspective, low levels of caffeine won’t really aid you. And there’s no point loading with too much. The new product hits that sweet spot, both in terms of caffeine and carbohydrates,” says Sköld.
World class athletes like Mo Farah and Jan Frodeno have been involved in the development of the product, providing feedback around the texture and taste. Besides caffeine, the product also contains 25 grams of carbohydrates, through a blend of fructose and glucose (ratio of 0.8:1). The development of the hydrogel technology started in 2015. Today the company offers four different sports fuel products based on the concept, using a hydrogel as a mean of transport for the carbohydrates.
“The technology has enabled us to create products without any additives,” continued Sköld. “The new product really showcases what the hydrogel innovation is all about – we’re able to remove much of the taste, not just masking it. We’ve just scratched the surface of the potential with this technology within the field of sports nutrition.”
About the GEL 100 CAF 100
Each serving of GEL 100 CAF 100 contains 100 mg of caffeine and delivers 25 grams of carbohydrates. It contains seven ingredients – no added colorants, preservatives or flavors. It’s vegan-friendly.
It’s available in North America and Europe through maurten.com and selected retailers.
It’s priced at €48,38 / $50 per box containing 12 servings.
Maurten is a sports nutrition company that in 2017 introduced natural hydrogel technology as a way to improve sports fuels. The company have since 2016 fueled 20 major Marathon wins in a row and Eliud Kipchoge’s 2 hours and 25 seconds marathon during the Nike Breaking2 Project. Last year, the company launched the GEL 100 – the world’s first gel based on hydrogel technology. The product was used by Eliud Kipchoge when he set a new marathon WR in September 2018. The technology also fueled Geoffrey Kamworors half-marathon world record in September 2019 and EF Education First’s stage win during the Vuelta cycling tour. The latest addition, the GEL 100 CAF 100 have been used by both Jan Frodeno and Mo Farah. Other Maurten ambassadors includes Kenenisa Bekele, Mary Keitany, Daniel Wanjiru, EF Education First Pro Cycling Team and Premier League team Tottenham Hotspur. The company is based in Göteborg, Sweden.
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Herman Reuterswärd, Head of Communication.
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