TIDMSIS
Science in Sport PLC
19 July 2021
AIM: SIS
Science in Sport plc
("Science in Sport" or "the Company")
Launches New 'Beta Fuel' Product Range
Category-leading Product
Science in Sport, the premium performance nutrition company
serving elite athletes, sports enthusiasts and the gym lifestyle
community, is pleased to announce the launch of its new,
reformulated 'Beta Fuel' product range, which is designed to
optimise sporting performance through improved carbohydrate
delivery. The new products are believed to be category-leading in
carbohydrate fuelling. 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 world-leading sport science
institution, Liverpool John Moores University, and in collaboration
with professional athletes. These included INEOS Grenadiers, the
British professional cycling team.
The new reformulated range uses a significantly improved ratio
of maltodextrin to fructose (1 to 0.8 ratio), allowing for
increased carbohydrate utilisation during exercise. Compared to the
2 to 1 ratio used in the original 'Beta Fuel' formulation, the new
formulation ratio can increase the oxidation of ingested
carbohydrate by 17% thereby more effectively fuelling athletes.
The new 'Beta Fuel' range will be available in three forms, as
an energy drink powder (80g carbohydrate), gel (40g carbohydrate)
and chew bar (40g carbohydrate). The powder has been developed to
have a neutral pH and the gels contain nootropics for improved
cognitive funtion.
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 plc, said,
"The launch of our updated Beta Fuel range reinforces Science in
Sport's position as a leading innovator in sports nutrition
products for elite athletes. 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.
"We believe that our research and development team is
world-leading, and look forward to continuing to launch new
category-leading products that assist the world's top
athletes."
For more information about the Beta Fuel range, visit:
www.scienceinsport.com/betafuel
Science in Sport plc T: 020 7400 3700
Stephen Moon, CEO
James Simpson, CFO
KTZ Communications T: 020 3178 6378
Katie Tzouliadis,
Dan Mahoney
About Science in Sport plc
www.sisplc.com
Headquartered in London, Science in Sport plc is a leading
sports nutrition business that develops, manufactures and markets
innovative nutrition products for professional athletes, sports and
fitness enthusiasts and the active lifestyle community. The Company
has two highly regarded brands, PhD Nutrition, a premium
active-nutrition brand targeting the active lifestyle community,
and SiS, a leading endurance nutrition brand among elite athletes
and professional sports teams.
The two brands are sold internationally through the Company's
phd.com and scienceinsport.com digital platforms, third-party
online sites, including Amazon and Tmall, and an extensive retail
distribution in the UK and internationally, including major
supermarkets, high street chains and specialist sports retailers.
This omnichannel footprint enables the Company to address the full
breadth of the sports nutrition market, forecast to be GBP13
billion worldwide by 2023.
PhD is one of the UK's leading active nutrition brands with a
reputation for high quality and product innovation. The brand has
grown rapidly, based on its core protein powders, since its launch
in 2005. The range now comprises powders, bars and supplements,
including the high protein, low sugar range, PhD Smart. PhD brand
ambassadors include leading fitness influencers Ross Edgley and Obi
Vincent. The PhD brand is an official partner to the Tough Mudder
Challenge and Race Series.
SiS, founded in 1992, has a core range comprising gels, powders
and bars focused on energy, hydration and recovery. SiS is an
official sports nutrition supplier to over 250 professional teams,
organisations and national teams around the world, including INEOS
Grenadiers Cycling Team. SiS supplies more than 150 professional
football clubs in the UK, Europe and the USA and is Performance
Research Partner to the English Football Association.
For further information, please visit phd.com and
scienceinsport.com
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END
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(END) Dow Jones Newswires
July 19, 2021 02:00 ET (06:00 GMT)
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