Issue link: https://viewer.e-digitaledition.com/i/839488
N utrition products have a lot of competition these days. As con- sumers become hyper-aware of healthy dieting and eating trends, makers of packaged foods need to work double- time to keep up with the paleo, gluten-free and vegan crowds. As a result, an impact being seen across the spectrum is that of whole foods being integrated into functional, engineered nutrition. Earlier this year, PowerBar launched the Clean Start campaign and officially committed to a "clean start" by offering products in response to consumer needs for higher quality ingredients, long-lasting energy and improved, on-trend nutrition. Still, the company stressed that when deciding to formulate its first ever plant-protein bar, "taste was the number one priority," says Jeremy Hardwick, product development manager of R&D at Premier Nutrition. As brands work to balance natural ingredients without sacrificing taste, they also need to stay on top of consumers' health "concerns of the moment." Roxanne Vogel, sports nutritionist at GU Energy Labs, says that the biggest trends she's seeing in the nutrition world right now include "the demonization of sugar in all of its various forms, a renewed interest in healthy fats and plant-based proteins and a general shift toward a minimalist approach to products, with shorter ingredient lists and ingredients that are minimally processed being more important than ever before." Vogel says that GU embraces the concept of "Eating is Training," meaning "that it's what you eat habitually, in addition to your race/train- ing nutrition strategy, that provides optimal performance results. We care about making the right nutrition choices all the time, which includes having healthy fats, ample protein and a wide array of nutrient-dense carbohydrate choices from minimally processed sources. Daily nutrition lays the foundation of any sound performance nutrition plan." As trends from the broader market around diet (paleo, vegan, gluten-free, non-GMO, non-dairy and soy, etc.) continue to turn up in the sports nutrition category, Tailwind Nutrition co-founder Jenny Vierling says she expects to see "more and more products using natural ingredients and flavors, and plant-based proteins to name a few." Additionally, she notes, "the market continues to move towards a simpler approach, whether it's reflected in the ingredients themselves or in how you use a product." O The Whole Story All Natural. And Tasty, Too. s /UTDOOR )NSIGHT s *ULY outdoorinsightmag.com NUTRITION 1. Clif Bar's Whey Protein Bar offers a delicious protein boost with no sugar alcohols. It packs 14 grams of protein with five grams sugar. 2. GoMacro's MacroBars use "clean" ingredients and serve up 10 grams of healthy plant-based protein. All GoMacro products are soy-free, gluten-free, dairy-free, non-GMO, USDA Organic, kosher and are made from 100 percent plant-based mostly raw ingredients. 3. Tailwind Nutrition's Caffeinated Green Tea Buzz is an all- natural endurance fuel designed to meet caloric and electrolyte needs without having to supplement with gels, chews or bars. 4. PowerBar is introducing its first plant-based snack bar as part of its Clean Start, which is an ongoing effort to evolve the brand's product portfolio with cleaner ingredient labels and great tasting products. 5. GU's Roctane Energy Drink Mix is created for high-intensity and demanding activity. It packs even more electrolytes and carbohydrates than GU Hydration Drink Mix. 6. Beachbody Performance Recover is a post-workout recovery formulation that blends branched-chain amino acids to help promote muscle synthesis while helping reduce the exercise- induced catabolic response. 5 3 1 2 6