Energy breakthrough? Golf Gum combines cognitive benefits of chewing gum with physical perks of caffeine
16 May 2019 --- Apollo Brands is targeting the growing market for brain-boosting solutions with its Golf Gum Liquid Core delivery system, which rapidly releases the benefits of natural caffeine and B-vitamins. Although the spearmint flavor can last for hours, you reportedly don’t have to chew the gum for more than a few minutes to experience the results of a pure, compact formula that provides smooth energy.
The company is now “gearing up” for another sales surge the company calls the “Tiger Effect.” When Tiger Woods was chewing gum at Augusta National Golf Club, Georgia last month and won his first major event in over 11 years, the buzz about his gum chewing went viral. Golf Gum sales reportedly spiked as a result and the brand sold more in the four days of the Masters Tournament than in the prior 18 months combined. Woods is slated to play in this week’s PGA Championship at Bethpage Black, televised on TNT and CBS.
“The science behind the benefits of chewing gum is compelling, and Tiger made it relatable,” states Apollo Founder and CEO Troy Widgery. “Chewing any type of gum provides cognitive benefits like improved concentration, better memory function and reduced stress. The addition of the natural caffeine in our Golf Gum offers other benefits like improved physical performance and reduced fatigue,” Widgery continued.
The company states that it is creating the next energy category, a cognitive and performance energy breakthrough that surpasses what energy drinks can offer. Golf Gum is sugar-free, vegan and is made in Colorado, US. Athletes appreciate the sharpness and focus that result from chewing their energy instead of drinking it.
“We hear from skydivers, doctors, fighter pilots and others who need energy and focus, and our Liquid Core Apollo Brands are a part of their daily success,” says Apollo COO Boyd Wilkinson. “People take the Golf Gum – or whichever Apollo brand they chew – and they use it in other parts of their daily life.”
Energy ingredients surge
According to Innova Market Insights, brain health claims are on the rise, with more than twice as many products (excluding infant nutrition) reported with a brain health claim in 2017 than in 2013. As a result, we see fortification for a well-functioning brain through the use of nutritionals such as coffee fruit, vitamin B and DHA omega 3.
In particular, natural mood enhancers on the rise in sports nutrition, with trending ingredients for platforms such as mood, focus and concentration including phenylethylamine for an “intense spike in mood and sense of well-being,” theacrine to “support mood, focus and concentration and energy without jitters” and L tyrosine to “provide cognitive enhancement, mood and motivation improvement.”
The space is seeing growth in NPD with several brands launching cognition enhancing products, with benefits extending into sports as wel. Athletes are increasingly turning to cognition-boosting supplements to get a leg up on the competition. With this in mind, Mitsubishi Gas Chemical’s BioPQQ successfully applied for registration from Informed-Sport and Informed-Choice as a supplement tested for World Anti-Doping Agency (WADA)-banned ingredients. BioPQQ is recognized for its clinically-proven brain health benefits such as boosted nerve growth factor and increased mitochondrial biogenesis.
Tapping into the trend, Health Logics has launched a dietary supplement containing S-adenosylmethionine. Also known as SAM-e, produced by advanced biotech company Gnosis, the ingredient is touted as improving joint, brain and liver function, and enhances mood and cognition.
In December 2018, Sophrosyne hit the US market, targeting the booming nootropics trend. The supplement’s creators seek to reach consumers who are becoming more interested in using products that tout brain-health boosting qualities.
