After a three-year hiatus, Clif is getting back in the hydration and recovery drink game, launching two new products on the first day of Bike PressCamp 2013 in Deer Valley, Utah, on Tuesday.
The California-based company that’s best known for its bars, gels and chews, will now have a pair of liquid electrolyte hydration flavor options (Cranberry-Razz and Lemon Lime-Ade) and two Protein Recovery drink mixes (Orange Mango and Chocolate).
“With the new hydration drink – which as the name indicates if focused purely on hydration – will have a 4-percent carbohydrate solution for better absorption,” explained Clif Shot brand manager Chris Randall, adding that availability of the new products is set for August. “It’s a move to what we regard as the new science, moving away from the old 8-percent standard, which is now considered old science. There is also sodium in the formulation which helps drive fluid absorption and retention.”
Randall calls the two new hydration flavors “crisp, yet mild,” making them easier to drink even on long hot rides when flavor fatigue can become an issue with heavier-handed flavor-profile offerings. Packaging will be both in a stand-up pouch for at-home use, and smaller, easy-to-open stick packs that can easily be stuffed in a jersey pocket for on-the-bike use.
“You could easily roll out with two full bottles, plus six packets in a jersey pocket and as long as you can find a water source out on your ride, you’ll be set with a top-shelf hydration source for all day rides,” added Randall.
The new recovery drink, which also comes in a stand-up pouch, packs 10 grams of protein per 8oz serving, making it a solid choice during that critical 30-minute recovery window after exercise.
“The idea is to get protein, sodium and carbohydrates into your body quickly to refuel the tank and help rebuild tired muscles,” said Randall. “Our new drink has all that, plus two different sources of high quality protein, which digest at different rates, meaning that there will be beneficial amino acids available to your body for a longer period of time. That increases the quality of recovery.”
Both new products are certified organic, a claim Randall says none of Clif’s competitors can make.
In the solid food department, Clif debuted two new bar flavors – the Gorp-inspired Sierra Trail Mix and the new seasonal, Pecan Pie. Sierra Trail Mix is the first Clif Bar made with sustainably grown cocoa that is Rainforest Alliance Certified, a stamp of approval that is an indication of sustainable farming practices. Sierra Trail Mix is crafted with peanuts, chocolate, raisins, and pumpkin and sunflower seeds to create a sweet and salty flavor profile inspired by the classic trail mix combination.
Pecan Pie is part of Clif’s on-going seasonal program where the company makes one batch of a flavor and when it’s gone, it’s gone. Those bars will be available starting in the fall.