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Expansion primed for Maurten’s record fuelling GEL 100

Since its launch in early September the GEL 100, from Swedish start-up Maurten, has been used to break both the European record and the world record at the marathon distance. On September 16th Kenya’s Eliud Kipchoge broke the marathon world record in Berlin. During the race, he used a combination of the Maurten GEL 100 and the company’s carbohydrate rich drinks to reach an intake of around 100g of carbs per hour.

Three weeks later, on October 7th British runner Mo Farah applied a similar strategy when he broke the European Record during the Chicago Marathon.

“That we’ve gotten the chance to support and aid Eliud Kipchoge and Mo Farah is fantastic,” said Olof Sköld, CEO and co-founder of Maurten. “Our mission is to ensure they have enough energy – and help them to reduce the risk of underperformance. They are truly the best runners in the world and I think this shows that our innovation works quite well. We couldn’t imagine a better start – that the GEL 100 fuelled two great marathon records, one month after it was launched.”

Maurten notes that the GEL 100 harnesses ‘Hydrogel Technology’ and contains a unique carbohydrate ratio, which enables a smooth transportation of the energy throughout the body and a high uptake.

The development of the GEL 100 started in 2017, after athletes reportedly expressed a wish for something similar to the Maurten’s carbohydrate-rich and flavourless drinks – but in a gel form. “The GEL 100 have been developed to drastically reduce the risk of GI distress. We’ve reduced the sweetness and it doesn’t require you to drink water immediately after you’ve consumed it,” continued Sköld.

Together, ‘with some of the world’s best endurance athletes’, the company formulated the GEL 100 concept. Athletes with different backgrounds in different sports constantly provided the team behind the product with input. During the development process, German triathlete Jan Frodeno was involved and tested prototypes while winning the European IRONMAN championships and the IRONMAN 70.3 World Championship in South Africa.

 

 

“The greatness of the product is that it’s easy to consume, even while running at a fast pace,” said Eliud Kipchoge, Olympic Marathon Champion and World Record holder.

Elite long distance runners often have access to drinks along the race course. But elite athletes in sports such as cycling and triathlon often rely on gels to fuel both training and races. Earlier this year pro cycling teams tested the product concept during this year’s edition of the Tour de France.

“The Maurten gel is great because it is easy on the stomach and provides carbohydrates for hard work, and the taste is really good, not too strong,” said Pierre Rolland, pro rider at UCI World Tour team EF-Drapac P/B Cannondale.

The new gel is the third sports fuel product from the Swedish start-up. Maurten was formed in 2015 and released its first two hydrogel-based products, the Drink Mix 160 and 320, in 2017. The drinks contain a mix of carbohydrates and electrolytes. The company adds that they also harness hydrogel technology, making them easy on the stomach.

GEL 100 is priced at €40.32 per box (12 servings) and is available via the Maurten website as well as a number of running and cycling specialty stores throughout the EU and North America.

In addition to Olympic Marathon Champion and World Record holder Eliud Kipchoge, and Sir Mo Farah, other Maurten amabassador’s include: Wilson Kipsang, Kenenisa Bekele, Mary Keitany, Daniel Wanjiru, Desiree Linden and English Premier League football team Tottenham Hotspur. The company is based in Göteborg, Sweden.

www.maurten.com

 

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