Launch of new category-leading product range

RNS Number : 5729F

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 £13 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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