Sports supplements brand Icon Nutrition has announced the UK launch of ‘Icon Go BCAA Zero’ - a new zero sugar energy drink, with added essential amino acids in a can.
Traditionally marketed in a powder form, the company believes that there is growing demand from busy consumers for a ready mixed high energy drink with functional benefits from Vitamin B6 and BCAAs. The unique recipe for its product, marketed under the ‘Icon Go’ brand, includes BCAAs or branched chain amino acids, which are the building blocks of protein that aid the body’s recovery and performance.
Research has found that BCAAs increase energy, reduce muscle soreness, promote endurance; decrease fatigue; suppress the appetite; and burn fat. Each 330ml can incorporates 5,000mg of functional BCAAs, provides 100% RDA of vitamin B6, 125mg caffeine and zero sugar.
Shaun Gibbins, co-owner of Icon Nutrition, said: “People want convenience and that means a ready to drink product without the fuss of powders and mixing. As we supply products to over 500 gyms, we tend to hear first hand what our health conscious customers want and we believe we’re ahead of the game with this product. We expect it to also strike a chord with consumers on the go who are looking for something to give them an energy boost, whether they’re in a convenience store, a supermarket or a garage forecourt.
“Aimed at those with an active lifestyle, it’s a tasty, functional energy beverage that benefits from being sugar free and having vitamins and BCAAs. These type of amino acids have solubility issues, but after many months of development, our ready to drink product has overcome these problems.”
Icon Go BCAA Zero is available now online at www.iconnutrition.com