Flavor Science – that’s our term for how we approach creating flavors in our products. Flavor preferences in humans are the result of multiple sensory inputs including smell, taste, temperature, texture, and appearance. Taste preferences in athletes can change based on how long you’ve been exercising and what the body needs. We’re always crafting delicious flavors made up of sweet, sour, salty, savory, and bitter taste qualities. That’s why we have 30 flavors between our Original and ROCTANE Energy Gels.

Innovation is all we know. Innovation is what created GU, and it's what created the first energy gel over 20 years ago. It's why today we still offer the widest variety, best tasting, and most nutrient rich hydration, energy, and recovery products on the market. We have always been on a mission to optimize every aspect of diet and nutrition, which is our way to serve athletes everywhere.

As nutrition scientists, we can't help but be in a constant state of testing, refining, studying, until we find that perfect combination. As athletes, our laboratory is the real world, the roads, trails, and fields where we train and compete, the grueling testing grounds where we break new ground to discover that perfect combination and achieve that breakthrough performance.