Betty Crocker Enters the Sports Nutrition Market

Untitled-4Betty 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.

GU Betty Crocker Betty Crocker
Chocolate Cream Cheese Chocolate
Calories 100 100 100
Total Fat 2 g 5g 4.5g
Saturated Fat 1 g 1.5g 1.5g
Cholesterol 0 mg 0 0
Total Carbohydrates 20 g 15g 14g
Sugars 4 g 13g 12g
Fiber 0 g 0 <1g
Protein 0 g 0 <1g
Vitamin A 0 0
Vitamin C 0 0
Vitamin E 0 0
Calcium 0 0
Iron 0 2.00%
Sodium 20 mg 45mg 60mg

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


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