SBD/21/Sponsorships Advertising Marketing

THE NEXT HOT SPORTS DRINK INGREDIENT: GLYCEROL

     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).
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