New PowerBar Gel and PowerBar Beverage System Formulations Deliver Research-Proven Performance Benefits for Endurance Athletes

24/05/06 For years, PowerBar® Gel and PowerBar® Beverage System have fueled thousands of world-class endurance athletes through to the finish line during intense training and competition. In response to new sports science research, these high-performance sports nutrition products have been redesigned to increase the rate of energy delivery to athletes' working muscles to now provide even higher octane in-game energy(1). The company's new research-proven formulations for PowerBar Gel and PowerBar® Endurance Sport Drink, and a new offering of light, crisp flavors will be available nationwide spring 2006.

While carbohydrates are the most efficient dietary fuel for intense endurance exercise, there is a limit to the rate at which the body can absorb and utilize this macronutrient. However, recent published clinical research demonstrates that by using a specific combination of carbohydrates, energy delivery to working muscles can be optimized. In these studies, when athletes consumed a 2:1 mixture of glucose and fructose during intense, prolonged exercise, researchers discovered that the maximum oxidation rate of ingested carbohydrates was 35 to 40 percent higher than when athletes consumed the same amount of calories from glucose alone (1,2). In response, PowerBar Gel and PowerBar Endurance Sport Drink have been reformulated to include this new state-of-the-science carbohydrate mixture that results in faster energy delivery to working muscles.

"For endurance athletes, proper sports nutrition and hydration are the foundation for optimum performance, and every last detail is critical to their success. It's our job to stay on top of the latest findings in sports nutrition research, and to develop innovative products based on proven science to support the grueling demands of athletes' training and competition," said PowerBar Marketing Manager Stephanie Brendel. "PowerBar's new Gel and Beverage System formulations offer athletes the right blend of carbs, in just the right amount, for faster energy delivery and optimal fluid replacement for top performance."

POWERBAR® GEL

Many athletes rely on energy gels or sports drinks to provide the necessary carbohydrates to fuel a workout. Whereas many new high-end sports drinks offer a high level of sodium, the key electrolyte lost in sweat and the only electrolyte recommended by the American College of Sports Medicine (ACSM) to be replenished during exercise, current energy gels do not provide the ACSM-recommended sodium levels for in-game replacement (3). Until now -- in addition to a new carbohydrate blend for faster energy delivery -- the new PowerBar Gel formulation now includes four times the amount of sodium compared to leading energy gels, becoming the first gel to provide the carbohydrate and key electrolyte delivery of a well-designed sports drink. This translates to greater convenience for athletes as they can now use PowerBar Gel and water or sports drink interchangeably.

The PowerBar Gel line now includes three new flavors -- Plain Energy, Caramel, and Double Latte, which packs 50 milligrams of caffeine, a proven performance enhancer in endurance sports. PowerBar has also redesigned the packaging for PowerBar Gel, including a new easy-tear opening and rounded edges for increased comfort when stored inside athletic apparel.

POWERBAR® BEVERAGE SYSTEM

PowerBar Endurance Sport Drink, part of the company's two-product beverage system, features high sodium levels for electrolyte replacement and a seven percent carbohydrate concentration comprised of the company's new research-proven carbohydrate blend for an ideal balance of energy and hydration. PowerBar has expanded the offering to include new Sun Tea and Fruit Punch flavors. By design, the Beverage System is light and crisp in taste to eliminate the need to dilute, thus encouraging athletes to maximize fluid consumption during exercise.

New PowerBar Gel and PowerBar Beverage System will be available nationwide in spring 2006 via sports retail outlets and the PowerBar Web site (powerbar.com).