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Wiggle launches 'value for money' cycle nutrition range - BikeBiz

Wiggle launches 'value for money' cycle nutrition range

Energy gels, caffeine gels, hydrotabs...and energy bars will be available by the end of the year
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Wiggle has announced its entry into the sports nutrition market, launching a range of energy gels, caffeine gels and low-calorie hydration tablets.

According to the retailer (and now nutrition brand), the range is based on the 'latest nutrition science', developed in consultation with athletes.

Wiggle is playing on the range's value for money, with pricing targeted to 'bring new users into the sports nutrition market'. A 20-pack of 38g energy gels is priced at £14.49 and £2.99 for a tube of 20 hydration tablets, the products offer exceptional value for money.

“We worked closely with athletes from a range of sports to create gels that taste great, are absorbed quickly to give an instant and long-lasting energy boost and are priced to give unbeatable value,” said Christina Lindquist, Wiggle's own brand marketing manager.

In July, Wiggle will add a ready-to-mix carbohydrate energy drink to its line-up, then a range of energy bars towards the end of the year.

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Range details

All gels are suitable for vegans, are gentle on the stomach, come in a 38g sachet and deliver 90 calories (284kJ) from 22.6g of carbohydrates; and 120mg of electrolytes that maximise water and carbohydrate absorption.

The range of Wiggle Energy Gels are available in a choice of orange and blackcurrant flavours. The Wiggle Caffeine Gel is available in citrus flavour and contains 30mg of caffeine for an instant boost.

Christina Lindquist added: “Electrolyte imbalance and dehydration have been linked to cramp in the body and the Wiggle Hydration Tabs have been formulated to rapidly replace the salts and water lost through sweat during exercise and enable the body to better absorb carbohydrates, giving a truly effective workout.”

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Each 4g hydration tablet contains a unique mix of balanced electrolytes and fewer than seven calories. They are available in a choice of lemon and blackcurrant flavours and sold in a 20 tablet pack – which makes 10 litres of electrolyte drink.

The ready-to-mix carbohydrate energy drink to its line-up will be available in orange and blackcurrant flavours and a high-protein / carbohydrate recovery drink, available in chocolate and strawberry flavours. These have been developed to deliver long lasting energy during exercise and to re-build and develop lean, strong muscles immediately after exercise.

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