NEW! Cola Endurolytes Fizz!

What’s the buzz? It’s the newest flavor of Fizz...With 20mg of caffeine per tablet!


BY STEVE BORN

Hammer Nutrition’s supplements and fuels all go through a lengthy product development process—from concept to actual product. With fuels, we have to taste test numerous flavor options before reaching “That’s it! We got it!”

That was the case with the new Cola flavor of Endurolytes Fizz. Not only did we have to make sure it had a solid cola flavor, but we had to taste nearly countless flavor prototypes that contained the caffeine we (and you) wanted—but without negatively altering the flavor, which caffeine tends to do. The good news is that we definitely feel like we nailed it on this new flavor, and we’re super excited for you to give it a try!

Caffeine and exercise performance

Aside from the fact that caffeine stimulates the brain and contributes to clearer thinking and greater concentration—an effect that countless numbers of people rely on via their coffee every morning—appropriate amounts of caffeine can be of significant benefit during exercise.

Dr. T.E. Graham, author of many studies regarding caffeine and exercise, states that caffeine “can be a powerful ergogenic aid at levels that are considerably lower than the acceptable limit of the International Olympic Committee and could be beneficial in training and in competition. Caffeine does not improve maximal oxygen capacity directly, but could permit the athlete to train at a greater power output and/or to train longer. It has also been shown to increase speed and/or power output in simulated race conditions.”

Aside from the alertness, focus, and concentration benefits, how caffeine promotes enhanced athletic performance still remains in the theory stage. The most popular theory is that caffeine enhances fat oxidation and spares muscle glycogen; however, according to Dr. Graham, this theory “has very little support and is an incomplete explanation at best.”

The theory that is gaining more followers is that caffeine is believed to help create, in the words of Dr. Graham, “a more favorable intracellular ionic environment in active muscle.” What this means is that caffeine may improve performance by its role in positively enhancing specific functions that drive biological processes within the cells of working muscles.

While we are not certain of how caffeine produces its beneficial effect on exercise, used judiciously, it remains an excellent ergogenic acid for athletes.

Summary

It takes a lot of work to come up with a caffeinated fuel that also tastes good. Trust us, we couldn’t just add caffeine to just any flavor and make that happen. When choosing which flavors may possibly work with caffeine, we have to be selective. And after finding a flavor that may work, a LOT of taste testing is needed to make sure it has the desired caffeine without sacrificing the taste or relying on sugar to disguise the caffeine flavor.

We’re convinced we’ve done just that with Cola Endurolytes Fizz. Infused with a solid 20mg of caffeine per tablet, this new flavor of Endurolytes Fizz tastes great and—like all of our Endurolytes® products—provides full-spectrum electrolytic mineral support, helping your body perform at its best.