A dedicated GU Energy Gels online shop has been unveiled by UK based Endurance Nutrition. The site is open to the masses today, with limited VIP access available earlier this week.
Sourced from Triathlon Consultants Ltd (TCL) as the sole UK distributor, Endurance Nutrition is expecting to emulate the strong share already witnessed by GU in multisport stores across the US.
Endurance Nutrition is selling the gels in singles, so orders can be made up across the 6 different flavours. Delivery is free for orders of 24 or more gels and there is a 10% or more discount for ordering a full boxes (24 gels) of a single flavour. For delivery outside the UK, Endurance Nutrition charges a small delivery supplement.
The 6 flavours initially sold by Endurance Nutrition in the UK are: Strawberry/Banana, Lemon Sublime, Tri-Berry, Vanilla Bean, Jet Blackberry and Chocolate Outrage. The rest of the GU Energy range (including Roctane, GU Chomps and GU Brew) will follow next year.
According to TCL, GU Energy Gel has an average market share of 60% across run, bike, outdoor, and general sporting goods stores in the US. Both TCL and Endurance Nutrition are confident that a similar trend will be seen in the UK.
Kevin Downie, Managing Director at Endurance Nutrition, told triathlonbusiness.com, “Demand has been really strong in the first few days of opening the store to the select list of customers who left us their details.
“As of today, the GU Energy Gel shop will be opened to everyone. We are really excited about this brand and its opportunity in the UK market.”
Mike Trees, Director of TCL added that, "GU energy gels are scientifically proven to aid performance, but equally important they taste great, it is no wonder to me that they are the biggest and best in the States. We are confident GU will be one of the biggest brands in the gel market in the UK in the near future."
