[Summary Description] Jianlibao "Love Sports" sports drink is launched this month. "Love Sports" proposes that the meaning of sports is to make life more vigorous, and the meaning of "Love Sports" is to make sports more effective.
In the 23rd Los Angeles Olympic Games in 1984, with its "magical" function, impeccable taste and sophisticated packaging, China's self-developed electrolyte sports drink Jianlibao became famous at home and abroad in sports arena, and was hailed as "Chinese Magic Water" by foreign media. ".
After 35 years, Jianlibao’s "sports" gene has re-emerged. Through Jianlibao’s official media, it was learned that Jianlibao’s "Sports" sports drink was launched this month. "Sports" proposed that the meaning of sports is to make life more vigorous. The meaning of "love sports" is to make sports more effective.
In recent years, national sports awareness and enthusiasm have enabled the sports industry to flourish, and the sports drink market has received more and more attention from enterprises. According to Nielsen's analysis, new products are one of the main growth drivers of functional beverages, while new sports beverages are mainly manifested as an extension of taste and lack substantial innovation.
The person in charge of Jianlibao said: At present, the mainstream sports beverage market continues to bring room for growth driven by consumption upgrades and professional segmentation. In the past two years, new sports drink products have been trying to get rid of the problem of product homogeneity, and the product positioning is developing in the direction of functionalization and specialization to cater to the more diversified needs of consumers. Therefore, the "love sports" sports drink came out.
It is reported that the "Love Sports" sports drink contains electrolytes, L-carnitine, vitamin B6, niacin and other ingredients. It is suitable for daily consumption before, during and after exercise. To meet consumers' needs for supplementing water, electrolytes, and energy, while helping their fat burning, reducing muscle fatigue, and fully enjoying the joy of exercise. So let's take a look at how these ingredients support the positioning and function of the product.
According to the group standard of the China Beverage Industry Association "Sports Drinks" (T/CBIA 002-2017), electrolytes are substances that can maintain normal physiological functions of the human body by ionizing components formed during dissolution, such as soluble salts such as sodium and potassium. The electrolyte ions needed by the human body include sodium, potassium, calcium, magnesium and so on. Beverages reasonably added with electrolytes can reduce spontaneous dehydration, promote and speed up the absorption of water; restore blood plasma volume and increase the retention rate of water in the body.
During exercise, especially strenuous exercise, the body's oxygen supply is insufficient, and the production of lactic acid increases, causing lactic acid to accumulate in the body, making the body feel fatigued. The synergistic effect of B vitamins can promote the aerobic oxidation of nutrients, enhance energy supply, and help relieve fatigue. Niacin (usually in the form of coenzymes NAD and NADP) acts as a hydrogen transmitter during the biological oxidation of cells. Participate in glycolysis and tricarboxylic acid cycle. When it is lacking, it will cause energy metabolism disorder and insufficient energy production. Niacin is also a component of glucose tolerance factor (a complex composed of trivalent chromium, niacin, and glutathione), which can increase the utilization of glucose. Vitamin B6 plays a regulatory role in the process of protein and amino acid metabolism. It participates in processes such as transamination, deamination and decarboxylation. It can accelerate the decomposition of liver glycogen into ribose, contribute to energy production, and make people feel energetic.
L-carnitine is a key substance in the process of fat metabolism. It can promote the oxidation of fatty acids through the mitochondrial membrane. Therefore, it can promote the burning of fat in the body during exercise to provide energy, and it can also promote the oxidative utilization of branched chain amino acids. Changing the activity of respiratory enzymes in mitochondria can improve the body's aerobic oxidation function and enhance endurance. Supplementing L-carnitine can promote the activity of pyruvate dehydrogenase in cells, thereby promoting the oxidative utilization of ribose, which is beneficial to delay the fatigue after exercise. Excessive lactic acid production during exercise will increase the acidity of blood and tissue fluid and reduce the production of ATP. , Resulting in fatigue. Supplementing L-carnitine can remove excessive lactic acid, improve exercise capacity, and promote recovery from exercise fatigue.
Without basic research, there is no product innovation. For functional beverages, only by mastering and studying their commonly used ingredients and physiological functions can we think about how to carry out product innovation.
(Note: This article is from the WeChat official account of "China Functional Drink", https://mp.weixin.qq.com/s/xGSprENrrJEg435XpZk-Aw)
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