How We Create a New Flavor

Creating a new flavor is never random. It is a structured, research-driven process designed to make sure every addition to the lineup earns its spot, sometimes involving years of analysis, iteration, and testing.

Discovery Phase

Before anything is mixed or tasted, our Research & Development team defines the opportunity.

• Start with the lineup – We review the current GU Gel lineup to identify gaps in flavors and ensure balanced representation across taste categories, delivering true variety to our audience.

• Define the audience – We decide who this flavor is for and tailor the flavor to their needs. 

• Research flavor trends – We explore emerging flavor trends and identify taste profiles that resonate with our consumers.

• Listen to the field – We incorporate feedback and data from current product sales, retailers and athletes who tell us directly what they want more of.

If the idea fills a real need and aligns with our strategy, it moves into development.

Development Phase

This is where the concept becomes something you can actually taste.

• Request samples – We source multiple flavor options from suppliers and begin narrowing the field.

• Screen flavors – Multiple versions of the same flavor are tested side by side to determine which profiles stand out. 

• Formulate in the lab – We then test the best flavors in our Energy Gel base and adjust the formula to complement the flavor profile.

• Conduct sensory testing – Structured taste tests help us evaluate the best versions

• Field testing – We send different versions out with our athletes to use in their workouts. They provide feedback on what works and what needs refinement.

• Finalize formulation – We make final adjustments based on performance and feedback, then lock in the formulation.

By the time a new flavor launches, it has been pressure tested from every angle. It fills a strategic gap, meets athlete demand, and performs when it matters most.