GU Energy Labs and NICA Team Up on New Special-Edition Energy Gel

June 21, 2018

Student-athletes join GU’s research and development team in the kitchen to create new flavor with sales benefitting the National Interscholastic Cycling Association (NICA)

Berkeley, Calif. (June 21, 2018) — GU Energy Labs is teaming up with the National Interscholastic Cycling Association (NICA) to support student-athletes. Crafted with the help of NICA student-athletes at GU’s headquarters in Berkeley, a special-edition French Toast Energy Gel joins the “GU Gives” family of products with ten percent of sales being donated to NICA.

“We believe in NICA’s mission to get more kids on bikes, and their proven platform to reach students and develop athletes at a formative age,” said Brian Vaughan, CEO & Co-Founder of GU Energy Labs. “We were thrilled to invite local students into our kitchen to learn about nutrition and to help create a delicious flavor that will support NICA’s national expansion of youth cycling.”

In alignment with GU’s core values that include accountability, longevity and love, the “GU Gives” program is a way for the company to support grassroots organizations and deepen its relationship with the community. As part of this program, products like the French Toast Energy Gel are brought to life with the purpose of promoting greater access to sport and activity.

“This partnership with GU Energy Labs has been a wonderful opportunity for student-athletes to learn the science, technology, engineering, decision-making and marketing that goes into developing a sports nutrition product, and thanks to this partnership, we are continuing to expand and strengthen our efforts to provide teens across America the opportunity to develop strong mind, body and character through interscholastic cycling,” said Austin McInerny, President of NICA. “The GU Gives program is putting more kids on bikes across America.”

French Toast Energy Gel, box of 24 MSRP $36.00
French Toast Energy Gel brings a breakfast favorite to the trails and is perfect for those early morning rides. It’s a delicious way to help support student-athletes and their licensed coaches across the U.S., and is perfect for any adventure. Created for daily training, the special-edition Gel packs energy-dense calories in a portable 100-calorie packet.

French Toast Energy Gel provides carbohydrates that use non-competing pathways to help maximize absorption and utilization while diminishing stomach distress. As well as providing the optimal level of sodium, the primary electrolyte lost in sweat, to ensure hydration by maintaining water balance while branched-chain amino acids reduce mental fatigue and decrease muscle damage.

For more information, or to purchase the new flavor, visit https://guenergy.com/more-kids-on-bikes/. To learn how to incorporate this flavor into a nutrition plan for a race or training session, visit www.guenergy.com/nutrition-plan.

About GU Energy Labs

GU Energy Labs strives to help athletes to reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Developed in collaboration with Olympians and age groupers alike, the GU nutrition matrix of Hydration, Energy and Recovery products has helped countless athletes achieve their dreams since its inception in 1993. Headquartered in Berkeley, GU Energy Labs produces all of its Energy Gels onsite with just the right blend of heart and science. Recommit to becoming your best athletic self, learn more about GU products, and discover how nutrition planning can help you get there at www.GUEnergy.com.

About the National Interscholastic Cycling Association (NICA)
Founded in 2009, the National Interscholastic Cycling Association (“NICA”) develops interscholastic mountain biking programs for student-athletes across the United States. NICA provides leadership, services and governance for regional leagues to produce quality mountain bike events, and supports every student-athlete in the development of equality, inclusivity, strong mind, strong body and strong character through interscholastic cycling. For more information, please visit www.nationalmtb.org or follow the action @nationalMTB.

Media Contact
Jade Eaton  |  Verde Brand Communications  |  jade@verdepr.com