James Cook- 14 December 2022
The UK-based Sports Nutrition manufacturer Applied Nutrition has launched ‘Body Fuel™’, its first electrolyte water sports drink.
Applied Nutrition is no stranger to producing popular energy and nutrition products. The company sells its premium sports and lifestyle products, formulated and manufactured at its facility in Liverpool to more than 65 countries worldwide.
Body Fuel™ is the company’s latest release and through a promotional video with Brand Ambassador Paddy ‘The Baddy’ Pimblett, the UFC superstar highlights some of what he and Applied Nutrition consider as sub-optimal ingredients in the much-hyped Prime Hydration drink from Youtubers turned boxers Logan Paul and KSI.
In the video Pimblett also took the opportunity to take several not-too-subtle swipes at Paul and his brother Jake, further stoking a rivalry that’s seen the pair challenging the UFC fighter on several occasions.
Gareth Powell, Applied Nutrition’shead of product development said, “Sports drinks containing electrolyte minerals are a convenient way for people to stay hydrated and replenish the electrolytes they lose through sweat while exercising, these minerals are important for keeping the body hydrated, controlling the body’s nervous system and optimising muscle function, while balancing acidic and basic (pH) levels.
“That said, we have seen a worrying trend of sports drinks boasting ever higher levels of single electrolytes in an effort to convince consumers the more electrolytes, the better the product, but in reality, this isn’t the case.
“While replacing electrolytes is crucial during exercise, the amount needed to be replaced depends on many factors such as a person’s size, what exercise they’re doing and how much they sweat, the range and quality of minerals and phosphates contained in a replacement electrolyte drink is also vital.
“Simply overloading the body with a single electrolyte to avoid dehydration is the wrong approach and can be counterproductive, with potential health concerns.
“We have formulated Body Fuel™ with 665mg of electrolytes, from a multitude of sources, in levels that we believe to be the optimum ratio needed to aid muscle function, rehydration and support most consumers in the widest variety of activities.”
Related and recommended
Years of decline have hollowed out London’s listing market, but founders, banks and ministers are quietly pushing for a revival
Healthcare and income tax require radical reform, but the Budget revealed little ambition to tackle the big issues
Bob Skinstad’s journey from rugby prodigy to business leader is shaped by scrutiny, setbacks and second chances
After a decade as editor-in-chief, Katharine Viner is using her business acumen to reinvent The Guardian