SBD/21/Sponsorships Advertising Marketing
THE NEXT HOT SPORTS DRINK INGREDIENT: GLYCEROL
Published December 21, 1994
According to a report in the ORLANDO SENTINEL, Glycerol, a common ingredient found in substances like moisturizers and paints, may become the "hottest buzzword among endurance athletes" as it makes its way onto the market in sports drinks. Studies have shown that drinking glycerol and water before engaging in endurance sports causes the body to absorb more water, thus staving off dehydration. Currently available over- the-counter in drug stores as an "emollient" that athletes in- the-know are mixing and drinking on their own, glycerol is on the "verge of new fame as an ingredient in commercially marketed sports drinks" (Diane Hubbard Burns, ORLANDO SENTINEL, 12/20).