In the 1960s, scientists realized that drinking carbohydrate solutions during exercise increased performance. With a mixture of sugar, salts and lemonade, the first sports drink was born. Since then, nothing has really happened on the sports fuel market. Until now.
Two years ago, Swedish biotech company Maurten discovered a way to make sports fuels easier to tolerate for our bodies by encapsulating high concentrations of carbohydrates in hydrogels. Based on the hydrogel technology, Maurten developed a new sport drink that already has redefined the field of sports fuel (just ask the world's best marathoners).
Maurten’s revolutionizing sports drinks, containing only natural ingredients (no acids, preservatives or colorants), was launched in March 2017.
When launching something totally new onto a rather stagnant market crammed with artificial and colorful products, it was important to differentiate Maurten as something else. To do so we let the philosophy behind the product permeate everything we did simply by not adding anything that wouldn’t enhance the performance. Because if you have great confidence in your product and value function and transparency, shiny neon colored packing and product names jammed with superlatives isn’t really needed.