good sport launched at walmart dairynews7x7

Powered by the goodness of milk, a first-of-its-kind sports drink is set to more than 1,000 Walmart store shelves across the Midwest.

GoodSport Nutrition Founder & CEO Michelle McBride came up with the dairy-based sports drink concept after being frustrated with other beverage options.

“I didn’t want my son drinking sports drinks filled with artificial ingredients that were being offered to him at his baseball games,” McBride says. “I gave him chocolate milk as a healthier alternative after his workouts, and it provided the inspiration to look at milk as a source of hydration during physical activity.”

Now, McBride’s innovative product will reach millions of consumers across the nation.

“It will come as no surprise to the dairy industry that milk is more hydrating than water and

sports drinks. GoodSport uses ultrafiltration to deliver milk’s hydration benefits in a clear, all- natural and refreshing sports drink,” says Iowa dairy farmer, Dan Venteicher.

Research has shown that milk is a natural source of the essential electrolytes and carbohydrates needed to provide effective hydration. Additionally, scientific studies have shown that milk actually hydrates better than traditional sports drinks and water.

Because milk is a perishable product, though, it has a shorter shelf life than sports drink products. Furthermore, it can be difficult to consume both before and during a workout due to its consistency and protein content.  However, GoodSport’s formula and process cracked the code to provide naturally powerful hydration in a clear and thirst-quenching beverage. It delivers three times the electrolytes and 33% less sugar than traditional sports drinks, according to the company. All ingredients are from natural sources and the beverage provides a good source of calcium and an excellent source of B vitamins. It is lactose free and shelf stable.

The product has launched with full support from dairy industry groups, including dairy checkoffs. During the formulation of the beverage, McBride worked with Kimberlee Burrington, a dairy ingredient, cultured products and beverages coordinator at the Center of Dairy Research. The GoodSport Nutrition team showed how ultrafiltration could harness milk’s electrolytes, vitamins and carbohydrates and remove its protein to create a clear, light beverage with a mouthfeel that consumers expect from a sports drink.

Additionally, Burrington helped the GoodSport team source its main ingredient sustainably. According to the release, dairy companies often ultrafilter milk and use its protein to make products such as cheese and are unable to use the nutrient-rich part of the milk – permeate. GoodSport rescues this byproduct from dairy companies to produce its beverage.

Dr. Bob Murray, co-founder and former Director of the Gatorade Sports Science Institute also helped oversee GoodSport’s formulation.

“Having spent my career in hydration and exercise performance research, I’ve known milk has the ingredients to provide superior hydration, but never before has anyone found a way to transform milk into an extremely effective and refreshing sports drink,” Murray says. “It’s exciting to be part of the team that’s bringing something entirely new with superior hydration to the sports drink category.”

GoodSport is an official hydrator of the Chicago Sky and is used widely by professional athletes across sports leagues.

“It’s fun watching the playoffs and seeing teams and athletes that order our product – it’s hard to know who to root for,” McBride says.

Currently, GoodSport comes in four flavors in 16.9-ounce bottles: lemon-lime, fruit punch, wild berry and citrus.

Source : Dairy Herd Management Jan 27th 2023

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