Applied Nutrition, a leading sports nutrition, health and wellness brand, has unveiled the first flavour collaboration in this category in partnership with Vimto, bringing a bold new flavour to the endurance category. The Vimto Isotonic Energy Gel is available now, with Vimto Hydration Electrolyte Tablets set to launch in March.
As the first-ever flavour collaboration in the endurance category, this launch is set to shake up a traditionally stagnant market, when it comes to flavour. With the sector largely dominated by long-established players, Applied Nutrition is positioning itself as a disruptor, offering athletes and fitness enthusiasts a fresh alternative in sports hydration, energy and recovery supplementation.
Targeted at runners, cyclists, and endurance athletes, the Vimto-flavoured products are designed to provide both performance benefits and a great-tasting alternative to existing options. The Isotonic Energy Gel delivers fast-acting carbohydrates for sustained performance, while the Hydration Electrolyte Tablets help maintain optimal hydration and electrolyte balance.
The products are formulated to meet the highest standards, including Informed Sport tested, ensuring they are safe and effective for both amateur and professional athletes.
The Vimto Isotonic Energy Gel is available now via the Applied Nutrition website and will soon be stocked at various retailers including Holland & Barrett and Superdrug, with the Hydration Electrolyte Tablets launching in March.
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Thomas Ryder, CEO of Applied Nutrition, said: “At Applied Nutrition, we are committed to innovation pushing the boundaries of sports nutrition, and our collaboration with Vimto is a testament to that. By combining our expertise in performance nutrition with Vimto’s iconic taste, we’re delivering a product that not only supports athletic performance but also excites consumers. We believe this launch will redefine expectations in the market and provide athletes with a truly enjoyable and effective way to fuel their performance.”
