Australian distributor FE Sports has just announced a new partnership with Skratch Labs to bring the sought after electrolyte drink mixes to Australia and New Zealand.
The brainchild of Dr. Allen Lim, who developed the mix during his time coaching big name World Tour riders. His homemade all natural hydration mix became a hit amongst the professional peloton – at the time known only as the Secret Drink Mix (SDM).
Many World Tour riders and even a few Tour de France squads were using the SDM, while still attempting to keep sponsors happy – one team supposedly dumped hundreds of pounds of their sponsors supplements and refilled the containers with Lim’s SDM.
“There is nothing artificial about this amazing company and that is why their real fruit hydration drink mixes caught our attention”, said Danny Brkic, Vice President of FE Sports. “We could not be more excited about partnering with Skratch Labs and spreading their mantra of everything real throughout Australia and New Zealand.”
Skratch Labs has helped change the way people think about hydration and its role in athletic performance. The ‘light’ hydration mix is essentially a watered down sports drink – with a lower calorie content, and the same concentration of electrolytes as an undiluted sports drink.
“My experience is that most people don’t actually need a lot of calories each hour unless they are exercising for multiple hours or are elite athletes who can sustain a very high power output. That being said, most of the pro riders I worked with who fall into this category, instinctively diluted their sports drinks and lowered the concentration,” Lim told BikeRadar. “The only problem with that is they were also diluting out the electrolytes. Skratch is effectively that diluted sports drink with a much lighter and cleaner taste, with more electrolytes.”
“We’re really looking forward to working with Danny and his team – our companies share similar values and goals in business and life. However, it was a bit of a shock when they explained to us that the Coriolis effect influencing the direction of draining water in Aussie bathrooms is a myth” said Jay Peery, Skratch Labs Director of Sales and Marketing.
The Skratch Labs Exercise Hydration mix will be available in one pound bags and boxes containing 20 single serving sachets. The one pound bags will retail for AU$29.95 and will be available in four flavours – Lemons + Limes, Raspberries, Oranges, and Pineapples. The single serving box will cost AU$49.95 and will be available in the same four flavours or an assorted box (5 of each flavour).