Flavor Fatigue No More — GU Energy Labs Launches New Flavors of Liquid Energy

June 25, 2026

Adding to its expansive range of flavors, GU’s newest flavor is… unflavored

BERKELEY, Calif. (June 25, 2026) /OUTDOOR SPORTSWIRE/ – GU Energy Labs, a pioneer in sports nutrition, today announces two new flavors in the Liquid Energy family of fast-acting nutrition, ranging from mild to wild. The introduction of Plain & Simple and Passion Fruit Orange Guava (POG) provides two contrasting taste profiles made to combat flavor fatigue and deliver a refreshing hit of energy when it’s needed most.

The addition of Plain & Simple and POG grows the GU Liquid Energy family, presenting GU’s first neutral profile in the collection, alongside a vibrant, fun, and refreshing flavor that is ideal for summer, and like all of GU’s gels, delivers a no-chew, easy-to-sip source of sustained energy to support any level of athlete.

By working in tandem with its team of elite endurance athletes, GU took direct insights into account for evolving flavor preferences during physical activity to craft two new options that support the fueling journey from start to finish.

“Every athlete, regardless of sport, experiences flavor fatigue due to a changing palate when they’re training or competing in endurance sports, making it increasingly more difficult to keep up with fueling intake, simply based on the way a flavor is perceived during the activity,” says Roxanne Vogel, PhD, GU’s Director of Research & Education. “With Plain & Simple and POG, we hope to provide even more variety within the Liquid Energy collection for athletes to stay on top of fueling needs, no matter how far into an activity they are.”

The debut of POG was showcased at Sea Otter Classic earlier this spring, then took the main stage at the premier gravel cycling event, Unbound Gravel, on May 28, 2026, supporting GU athlete Yuri Hauswald’s Chase the Race fundraising effort. POG and Plain & Simple were also available for consumers to sample and purchase at Unbound Gravel.

For Plain & Simple, the grand unveiling to support GU athletes will take place at Western States Endurance Race (WSER), a legendary 100-mile trail running race, where GU pioneered its Original Gel formula in 1989. As the event’s exclusive nutrition sponsor, Plain & Simple will be located at on-course aid stations alongside other beloved GU fueling options to help support athletes with a range of products, including Liquid Energy, Roctane Energy Drink, Roctane Energy Gels, and GU Original Energy Gels.

“With Plain & Simple, we wanted to offer a clean and refreshing flavor profile with a mild sweetness, balanced perfectly with a light and bright tartness that helps cleanse the palate without leaving any lingering aftertaste,” says Brandon Kirchmeyer, GU’s product development manager. “And for those who prefer a flavor that lands more wild, especially in hot conditions, POG is a vibrant, island-inspired tropical blend that is bold and refreshing, and brings together the sweetness of passionfruit, the zestiness of orange, and the exotic juiciness of guava to deliver a blissful taste of paradise.”

Packed with 95-100 calories and 19-21g of carbohydrates per packet for quick energy, 75mg of sodium to support hydration, and 450mg of amino acids to help delay muscle fatigue. The latest flavors to join the Liquid Energy family are ideal for combatting flavor fatigue to keep the energy going. Like all of GU’s Liquid Energy flavors, Plain & Simple and POG are vegan, gluten-free, and Kosher, and are designed for convenience and easy fuel on any athletic endeavor.

Plain & Simple and POG Liquid Energy are currently available to purchase as a single packet through select specialty retailers or a 12-pack box for $30 directly from www.guenergy.com.

To learn more about GU Energy, please visit www.guenergy.com, and for all media inquiries, please reach out to GU@OutsidePR.com.

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About GU Energy Labs

GU Energy Labs strives to help athletes reach their highest potential with products that deliver the right nutrients, in the right amounts, at the right time. Since its founding in 1993, GU has been committed to increasing access to sport for all. To that end, GU Gives — the company’s philanthropic arm that exists to facilitate movement, especially among diverse and young populations, and to protect the places where we move — supports organizations and initiatives centered around three pillars: access & belonging, environmental conservation & stewardship, and movement for youth. Headquartered in Berkeley, CA, GU Energy Labs produces all of its Energy Gels onsite, largely through sustainable solar power. Learn more at www.guenergy.com.