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Berkeley, Calif.-Based Maker of Energy Gel Prefers Small, Simple Philosophy.
Knight Ridder/Tribune Business News, June, 2002
By Will Evans, The Sacramento Bee, Calif. Knight Ridder/Tribune Business News
Jun. 23--While PowerBar and Clif Bar get most of the ink, there's a third player in Berkeley's energy triad.
Sports Street Marketing was founded by Bill Vaughan, a biophysicist and PowerBar co-founder who left the company to pursue a new product he named Gu. It was the first American energy gel.
An energy gel is the goo of choice for many endurance athletes because it oozes carbohydrates to the body quicker than a clunky bar.
Vaughan squirted Gu all over the market in 1994, and now both PowerBar and Clif Bar have their own gels. Sports Street Marketing has gone further liquid with a hydration drink named Gu2O.
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