Targeting active consumers, HotShot launches to break down muscle cramps
BOSTON — HotShot on Thursday launched a sports nutrition shot formulated to help prevent exercise-associated muscle cramps. Millions of athletes and fitness enthusiasts suffer from them – even the best trained and most nutritionally-savvy, the company noted. They're painful, unpredictable and can rob an athlete of performance and confidence.
"I have been an endurance athlete for over 20 years," noted Craig "Crowie" Alexander, Five-time Ironman and Ironman 70.3 World Champion. "Muscle cramps are a source of concern for me because they put a brake on your momentum. They can strike at the beginning of the race or when you are meters from the finish line. A cramp can paralyze you mentally, and physically, and cost you crucial time. So HotShot is a big confidence-builder and game changer in endurance sports, knowing you won't be stopped in your tracks by cramping."
Breakthrough research, to be presented June 2 at the American College of Sports Medicine's Annual Meeting and published in the Journal of the American Medical Athletic Association later this month, has led to the development of a new sports shot, HotShot, that is scientifically proven to prevent and treat muscle cramps by stopping them where they start – at the nerve.
Rod MacKinnon, a Nobel Prize-winning neuroscientist, along with colleague Bruce Bean, a neurobiology professor at Harvard Medical School, sought to find a cure for cramping after a life-threatening event occurred off the coast of Cape Cod in 2010. The pair was enjoying a long-distance sea kayaking trip when almost simultaneously their arms seized up miles from shore. Both were surprised by the muscle cramps because they had taken precautions to stay well-hydrated and topped up on electrolytes.
Curious as to what was known about the cause and cure of muscle cramps, MacKinnon and Bean dug into the literature and realized that cramping is not caused by dehydration or electrolyte imbalance, but instead originates from hyper-excited motor-nerves in the spinal cord.
Building off MacKinnon's Nobel Prize-winning research on ion channels, they hypothesized that activating certain Transient Receptor Potential ion channels in sensory nerves in the mouth, throat and esophagus could send signals to calm those hyper-excited motor neurons, thereby stopping muscle cramps before they start.
"This is a brand new concept in sports nutrition: how to stimulate sensory nerves as a way to affect your muscle function," MacKinnon stated. "This is cool science. The breakthrough and what we now know is how to prevent and treat muscle cramps. However, what intrigues me is what I'm hearing from athletes about other potential benefits. This is only the beginning."
HotShot is a 1.7 fluid ounce sports shot that facilitates the synchronization of communication between the nerve and muscle thereby giving athletes greater control over the way their nerves and muscles work together, boosting their Neuro Muscular Performance to prevent and treat muscle cramps.
The proprietary HotShot formulation is NSF Certified for Sport and has been extensively tested by amateur and world-class athletes across endurance sports, track and field, professional football and tennis. In addition to elite athletes like Alexander, who are the company's brand ambassadors and rely on the product's NMP benefits, are U.S. National Team distance runners expected to compete on the world stage this summer, includingn Shalane Flanagan, Amy Cragg, Colleen Quigley and Evan Jager, as well as neurosurgical consultant to the Denver Broncos Chad Prusmack.
HotShot is available online at www.TeamHOTSHOT.com and at select specialty retailers in Los Angeles, Boulder, Colo. and Boston. A single serve bottle is $7, while six-bottle and 12-bottle packs are $35 and $65, respectively.
Convenience, taste keep gummies on top
As a format, adult gummy vitamins continue to trend well. The adult gummy segment grew by 23% in the first quarter of 2016, significantly outpacing the kids gummy section that dropped by 8% in sales over the same period, according to Matthew Farrell, president and CEO for Church & Dwight.
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Overall, sales of gummy formulations across both adults and kids were up 15%, he said.
“Our research, along with our interactions with Centrum consumers, shows the gummy form of multivitamin is a convenient and great-tasting preference for adults,” noted Brett Henige, Pfizer Consumer Healthcare, brand manager for Centrum MultiGummies. “Gummy form multivitamins have broad consumer appeal, which is confirmed by … sales results,” he said. “Consumers want accessible forms that are great tasting and easy to take.”
“One of the key trends is taste,” added Derek Bowen, chief marketing officer at NBYT. “We see that clearly in gummies. It’s not just about the stuff that’s inside; it’s about the total experience.”
“The kids gummy section has been trending down for more than just this quarter, for a while,” he said. “And the speculation around that is that, once upon a time, before the advent of adult gummies, adults took kids gummies, and that with a lot of adult gummies now coming on shelf, adults are using the adult gummies and not the kids,” he said.
Still, that means there is still plenty of upside in adult gummies, he noted. “Adult gummies is where we are putting our focus as it is underdeveloped, and it will be the source of future growth for us,” he told analysts in May.
Pharmavite earlier this year became the first company to market vitamin gummies with a United States Pharmacopeia-Verified Mark for its Nature Made line, adding credibility to an already popular product. “Since these were the first gummy supplements that USP has verified, USP worked closely with its scientific experts to develop and implement new quality tests specifically for this unique dosage form,” said John Atwater, senior director of USP’s verification programs.
Recharge with Ion Labs’ new protein line
CLEARWATER, Fla. — Ion Labs recently launched ProCharge, a line of liquid protein products featuring as many as 20 different flavors, all designed to supplement everyday eating with 40 g of protein per 2-oz. bottle.
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“It’s versatile because you can drink it straight, put it in water or any beverage, or put in on food — it represents a multitude of different ways that [a consumer] can get protein on a daily basis,” noted Clay Desjardine, CEO of Ion Labs.
“Protein is one of the essential building blocks for a balanced diet. Most people don’t realize they’re not getting enough protein or that the type of protein they’re getting is not being assimilated in the body,” added Michael Gardner, Ion Labs marketing manager.
In addition to protein, ProCharge delivers such results as appetite control and muscle recovery.