SEATTLE– Nuun, the best selling sports drink supplement brand in sports specialty and natural foods retail, has renovated their flagship product line with improved performance, consumer experience and packaging. The line is now called Sport, and it replaces the product line previously named Electrolytes. Upgrades include cleaner ingredients, optimized electrolyte profile, improved taste, reduced dissolve time and streamlined branding and packaging. The line is also now certified Non-GMO Project, kosher and Informed-Sport.
“At Nuun we often ask ourselves, ‘If we started over today, how would we do it’,” shared Kevin Rutherford, Nuun president and CEO. “This growth mindset has led our team to achieve extraordinary impact, and it is the approach we took when challenging ourselves to improve the product that launched the Nuun brand over 15 years ago. We believe Nuun Sport is the new benchmark in the ‘better for you’ and ‘better for the planet’ sports and natural hydration categories.”
Designed by athletes, for optimal hydration before, during and after workouts and activity, Nuun Sport replaces the Nuun Electrolytes line with cleaner ingredients that work better for the body. The line was previously plant-based, free of artificial ingredients, vegan and gluten free, and has now additionally earned Non-GMO Project, kosher and Informed-Sport third party verifications, alongside Nuun’s other tablet product lines which include Immunity and Vitamins.
The performance of Nuun Sport has also been improved utilizing the latest in exercise physiology with an optimized electrolyte profile, in precise dosages of all five electrolytes. “We added chloride to the electrolyte profile given its’ role in fluid transport and electrolyte balance together with sodium, potassium, magnesium, and calcium,” added Vishal Patel, Nuun senior research and development manager. “To maximize water absorption, we also updated the sodium and potassium values to achieve the ideal ratio of two to one.”
Enhanced consumer experience was also a key innovation goal with Nuun Sport, and blind taste research was conducted with current users and non-users of Nuun to validate the achievement of improved taste across all thirteen flavors. The flavor and sweetness in Nuun Sport is derived from non-GMO natural flavors and high quality stevia leaf extract. In addition, the Nuun Sport flavors with caffeine include 40 mg of organic green tea extract. With the refinement of ingredients, the Nuun team was also able to reduce the dissolve time allowing consumers to enjoy the product sooner.
“Nuun Sport offered us the opportunity to update the branding and packaging across all of our products,” said Lisa Spencer, Nuun vice president of marketing. “Consumers will more easily be able to choose what Nuun is right for them from our current and future lines of hydration products while recognizing their favorite flavors.”
Nuun Sport is available in 13 flavors and comes in ten tablet recyclable tubes, providing ‘keep it in your bag’ convenience so consumers can add Nuun’s delicious hydration to their reusable water bottles anywhere, anytime. Nuun believes our planet benefits from a switch to supplement based hydration instead of shipping water like many ready-to-drink beverages. The tablet form saved over 100 million pounds of water from being shipped in 2018 alone. Nuun’s average retail price is $6.99 per tube, about $0.70 per serving. Nuun Sport is available at sports specialty, natural foods, grocery, mass and online retailers nationwide. Nuun Sport will be served on course at over 500 events and in over 500 fitness studios to over 2.5 million athletes globally in 2019.
About Nuun & Company
Nuun is a hydration company with the mission of inspiring more movement for happier, healthier lives. Nuun electrolyte tablets and powders provide functional hydration products optimized for exercise, daily health, travel and immune support. Clean and Non-GMO Project verified ingredients, a refreshing taste and low sugar make Nuun a favorite amongst active consumers. Nuun products, like their tablets in their distinctive, colorful tubes, are convenient to carry and add to water, and are better for the environment than traditional bottled sports drinks. Consumers adding Nuun tablets to their reusable water bottles helped save the shipping of over 100 million pounds of water in 2018 alone. Fifteen-year-old Nuun is the number one selling sports drink supplement brand in running, cycling, outdoor and natural foods stores. The Seattle based company’s culture and mission have been recognized by Outside Magazine, who named Nuun to its’ 2017 and 2018 ‘Best Places to Work’ lists. To learn more, visit nuunlife.com or follow them at @nuunhydration and #nuunlife.