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GU offers Birthday Cake Energy Gel to celebrate company's 25th year

Published January 24, 2018

BERKELEY, Calif. (BRAIN) — Just over 25 years ago, Dr. Bill Vaughan formulated the first GU Energy Gel in a Berkeley kitchen. Vaughan was looking to make a more digestible fuel for his daughter, a top ultra-marathoner.

"In the late '80s, we recognized that endurance athletes weren't feeding their bodies with the nutrients they needed most, and their performance was suffering as a result. That was the spark that led my father to research the role nutrition plays in exercise physiology. The original GU Gel is a significant outcome of that research," said Brian Vaughan, co-founder and CEO of GU Energy Labs. "I look back on all that we've done as a company, all the incredible performances we've helped fuel, and I'm thrilled for what the future holds."

To celebrate its 25 years, the family-owned company is offering a limited-edition Birthday Cake Energy Gel, which packs all the same functional ingredients of other GU flavors.

 Created for daily training, the Birthday Cake Gel packs energy-dense calories in a portable 100-calorie packet to keep athletes fueled and feeling good.

The gel is available in a box of 24 for MSRP $36 or a box of 8 for $12, or a single for $1.50.

Birthday Cake Energy Gel will be available at retailers in February and online March 1. GU Energy Labs also will have samples at this week's Outdoor Retailer Winter Market show in Denver (Booth #42000). More information at

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