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GU launches ’small batch’ gel flavors program

Published August 8, 2017

BERKELEY, Calif. (BRAIN) — GU Energy Labs has turned to its community of athletes to nominate and vote for the next flavor of its Energy Gel. The first small batch flavor nominated by GU athletes is called "Cola Me-Happy." 

"Our community of athletes constantly inspires and challenges us to come up with new flavors, and some of their ideas can be unique," said Magda Boulet, vice president of innovation, research and development, at GU Energy Labs. "Our innovation team loves tinkering in the kitchen. We love creating flavors that will satisfy our athletes' taste buds while training and racing. It's the best part of our job."

The family-owned company has been manufacturing all GU Energy Gel flavors at its headquarters in Berkeley, since, 1983. GU currently has 27 flavors of Energy Gels in its line, joined by Cola Me-Happy, which is available now for a limited time. All Small Batch Collection flavors will be sold in 8-packs only, exclusively through A box retails for $12.

The packaging on the Cola Me-Happy Gel was inspired by a piece of art commissioned by GU from California artist and trail runner Maggie Tides, titled "Places We Play," which celebrates the beautiful trails, hills, roads and water in the Bay Area of Northern California.

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