New and Cool @ HFB 2013: Fuelstrip

SNEWS spotlights new brands we discovered at Health and Fitness Business. Today, we feature Fuelstrip, aiming to be the fuel gauge for your body.
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In addition to our continuing coverage of product and retail trends from this year’s Health and Fitness Business, SNEWS is shining the spotlight on new and cool brands and products that caught our eye on the show floor at the Mandalay Bay in Las Vegas. 

Fuelstrip
Dr. Bo Rosenblat, medical director
Miami, Fla.
Founded: 2013 / Product Launching: 2013
www.fuelstrip.com

FuelStrip

Fueling up on energy bars, chews and gels during a workout or run seems to be the norm for today’s time-crunched consumers.

But when is the best time to snack mid-exercise? If one eats these sugary treats too early and often, the extra pounds may stay around. Too late, and the body starts to break down muscle.

Appropriate refueling is key to maximizing performance said Dr. Bo Rosenblat, and his new sweat-gauged, disposable Fuelstrips grabbed our attention at the 2013 Health and Fitness Business Expo in Las Vegas.

The strips, when dampened with sweat, measure the ammonia levels to indicate what type of fuel your body is burning — the food you just ate, fat, or muscle.

FuelStrip2

The strips change color to tell where you are in the process with orange and yellow indicating that you’re burning the right fuel (fat and carbs), to blue and green warning that you’re depleting muscle and it’s time to stop or refuel.

“It’s like a fuel gauge for your body,” Rosenblat said. Six Fuelstrips in a pack with an MSRP of $2.49.

In addition to the strips, the company is hoping to co-brand a line of Fuelchews to correspond to each indicator — e.g. eat two Fuelchews when yellow, three when green, etc. The products can be sold together or separately so athletes can use the Fuelstrips with their favorite snacks.

For fitness retailers, the products might be a good point-of-sale item to keep up at the counter.

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