Flavors


We View Flavors Different Than Our Competitors

This is a big deal that often gets overlooked

Have you ever compared the “Nutrition Facts” panel of two different flavors of your favorite sports nutrition product? Often you’ll find the nutritional information varies drastically from flavor to flavor. This is because the company has changed the carbohydrates, sugars, fats, electrolytes, etc. in order to make the flavor taste the way they want it to. Or more to the point, they have made a flavor to sell more product and sacrificed performance along the way. In my opinion this is the WRONG way to develop a sports nutrition product.

Step 1: design for performance

At Crank Sports we spent lots of time and money developing our base formulations for e-Gel and e-Fuel. The result is that we truly believe they are the best energy gels and hydration drinks on the market. What sets them apart from the rest is the low sugar levels, high levels of complex carbs (see why that’s important), a little bit of fructose (here’s why) and complete and balanced electrolyte replacement. More importantly is the amounts and ratios of the various ingredients, and NO use of fats, fibers and/or proteins (here’s why).

Step 2: develop the flavors

We then set out to design flavors that work within our set formulations. While this somewhat limits what flavors we can offer, we will never change the nutritional formulation to make a flavor just to sell more product. At that point we might as well fold up the tent and go home because that would be violating our core values. Our goal is to make the best performing products that allow our customers to be their best!

What this means is that you won’t see a chocolate flavor from us, because you need fat and more sugar to make it taste good. And as much as I like vanilla, we won’t make a vanilla e-Gel (we tried) because the high levels of electrolytes don’t play very nice with vanilla (too salty). And then there’s all the super sweet flavors that GU and others now offer (Birthday Cake, S’mores, French Toast, Marshmallow, etc.) … seriously? These are obviously much higher in sugar content than e-Gel and we would never make them.

So when you pick up a pack of e-Gel, you know it’s going to work just as well (performance wise) as every other e-Gel flavor. The same goes for e-Fuel, as it should be!

My recommendation is to use e-Gel or e-Fuel in your race, crush the competition, and then enjoy anything you want after the race. It’ll taste that much better when you just ran a PR!!

– Mike


Mike Mathewson
President
Crank Sports, Inc.