GU’s New Campfire S’mores Gel: The tastiest way to support public lands

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“GU Gives” Program supports Conservation Alliance Public Lands Defense Fund

Berkeley, Calif. - July 25, 2017

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The country’s cherished public lands are under threat, and GU is teaming up with The Conservation Alliance to make joining the fight to protect the places we play easier than ever. As part of GU Energy Labs “GU Gives” program, ten percent of sales from the new Campfire S’mores Energy Gel flavor will be donated to The Conservation Alliance Public Lands Defense Fund.

Earlier this year, in response to the threat to public lands in Utah, GU took a stance with other leaders in the outdoor industry withdrawing from Outdoor Retailer Summer Market. In lieu of investing in the Salt Lake City based event, the company reallocated funds to make a $25,000 donation to support the Conservation Alliance Public Lands Defense Fund and to host key media at an event supporting Bears Ears National Monument.

“Our commitment to the protection of public lands is motivated by three of our core values: sustainability, longevity, and love.” said Brian Vaughan, CEO & Co-founder of GU Energy Labs. “Thanks to this partnership with The Conservation Alliance, we’re able to collaborate with others to safeguard this fragile landscape, so that future generations have the opportunity to explore and gain inspiration from our diverse American wilderness."

The Campfire S’mores flavor was dreamt up by GU’s community of athletes and thanks to the research and development team, has been brought to life just in time for summertime s’mores cravings.

“The pledge GU Energy Labs has made to The Conservation Alliance to donate of 10% of all sales from the new Campfire S’Mores Energy Gel to the Public Lands Defense Fund is an exemplary example of their commitment to protecting the places we play and defending our nation’s public lands," said John Sterling, executive director of The Conservation Alliance. "We commend them for their dedication and commitment to protecting our birthright as Americans.”

Campfire S’mores, box of 24 MSRP $36.00

Campfire S’mores Energy Gel brings a campfire classic to the trails. Its beloved marshmallow, chocolate and graham cracker combination packs a light sweetness, and is perfect for any adventure. Created for daily training, the Campfire S’mores Gel packs energy-dense calories in a portable 100-calorie packet.

Campfire S’mores Energy Gel provides carbohydrates that use non-competing pathways to help maximize absorption and utilization while diminishing stomach distress. As well as providing the optimal level of sodium, the primary electrolyte lost in sweat, to ensure hydration by maintaining water balance while branched-chain amino acids reduce mental fatigue and decrease muscle damage.

For more information, or to purchase the new flavor, visit www.guenergy.com/campfiresmores. To learn how to incorporate this flavor into a nutrition plan for a race or training session, visit www.guenergy.com/nutrition-plan.

About GU Energy Labs

GU Energy Labs strives to help athletes to reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Developed in collaboration with Olympians and age groupers alike, the GU nutrition matrix of Hydration, Energy and Recovery products has helped countless athletes achieve their dreams since its inception in 1993. Headquartered in Berkeley, GU Energy Labs produces all of its Energy Gels onsite with just the right blend of heart and science. Recommit to becoming your best athletic self, learn more about GU products, and discover how nutrition planning can help you get there at www.GUEnergy.com.

About The Conservation Alliance

The Conservation Alliance is an organization of like-minded businesses whose collective contributions support grassroots environmental organizations and their efforts to protect wild places where outdoor enthusiasts recreate. Alliance funds have played a key role in protecting rivers, trails, wildlands and climbing areas. Membership in the Alliance is open to all companies who care about protecting our most threatened wild places for habitat and outdoor recreation. Since its inception in 1989, The Conservation Alliance has contributed more than $18 million, awarded 552 grants, helped to protect more than 50 million acres of wildlands; protect 2,991 miles of rivers; stop or remove 29 dams; designate five marine reserves; and purchase 12 climbing areas. For complete information on The Conservation Alliance, see: www.conservationalliance.com.

Media Contact

Lisa Mullen | Verde Brand Communications | lisa@verdepr.com

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