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
About Gama Compass
Take a more informed approach to product strategy, increase profitability and reduce costly mistakes with Gama Compass, Gama’s premium subscription service for the FMCG sector.
Developed with the industry’s leading names, Gama Compass offers powerful insights that allow you to unlock new opportunities and streamline your innovation pipeline.
About Gama
Gama is a global provider of business information and services specializing in product innovation and international trade. Through our worldwide network of over 100 experts in more than 46 countries, we offer high-quality news, research, analysis and partnering services. We deliver actionable insights, enabling you to make more informed decisions and supporting you to unlock new business opportunities.
Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
– ENDS –
