Betty Crocker Enters the Sports Nutrition Market

Betty Crocker announced this past January that they were entering the sports nutrition market. “With our product offerings, we felt that it was a great fit to provide endurance athletes the race day nutrition they need, and with our vast knowledge in making products that taste great, we felt that we could provide a better taste experience for the athlete”.

A longtime giant in the food market, Betty Crocker’s entry into sports nutrition could be a game changer. Their initial offering will be gels. When matched up side by side with market leader GU, you can see that their make up is almost identical. There are a few differences, with the sodium content and sugar content to be slightly higher. When asked they responded, ” Sodium is a critical ingredient for a success, especially so in warmer temperature races. Additionally, we found that just a small amount of additional sugar in the gel allows for a better absorption rate.

In terms of packaging, Betty Crocker has decided to forge a different route. “We see the gel packets as a one size fits all approach, and realize that is not always the case.” So they will offer theirs in a cannister that will hold multiple servings, along with a reusable dispenser, with a wide end for easy refills and a tapered tip for easy nutrition on the bike. It also comes with a hook/loop band that easily attaches to the bike or a Fuel Belt.

The new racing gels are currently on shelf at most grocery stores. You can find a variety of flavors in the baking section.

You can find more information here:

Betty Crocker Racing Gels