The latest innovation insight from Gama Compass
MANCHESTER – 18th March 2021: This month’s Innovation Insight focuses on a new functional beverage promising to deliver “truly effective hydration” by combining the natural properties of milk with the benefits of the latest technology – GoodSport Sport Drink.
Newly introduced by GoodSport Nutrition in the US, GoodSport Sport Drink repositions milk as a drink for athletes, using the latest in filtration techniques to extract “essential electrolytes, vitamins and carbs”. The resulting “clear, thirst-quenching” beverage is claimed to deliver over 1,600mg of essential electrolytes per bottle and to provide two hours of post-workout hydration. In a claimed first for the category, GoodSport further purports to be a good source of calcium – naturally occurring in milk – to support bone health and muscle function.
While milk has faced a major onslaught from dairy-free products across a host of categories, GoodSport Sport Drink gives a further illustration of how technology can be used to counter narratives about the supposed benefits of non-animal versus animal products. Filtration processes in particular give dairy brands space to push “natural” messaging while also promoting a broad spectrum of functional benefits, such as hydration, thirst-quenching, bone health, and muscle function, not typically offered in combination in rival products.
Image source: GoodSport
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Notes to editors
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