Puresport has launched a new Unflavoured Energy Gel, available now from puresport.co, priced at £5 for a two-pack, £14 for a six-pack, and £24 for a twelve-pack. The gel is designed specifically to address flavour fatigue, the point in a long run when sweetness becomes so overwhelming that athletes start skipping gels and under-fuelling.
The launch is backed by peer-reviewed research showing that sweetness perception intensifies as exercise duration increases, meaning a gel that tastes fine at mile five can become almost unpalatable by mile fifteen. Dr Jamie Pugh, Scientific Advisor at Puresport, explains: “As efforts lengthen, so too does our perception of sweetness. This means that a product that tastes good at the start can become overly sweet later on, which can reduce the desire to keep fuelling and ultimately impact performance.”
The gel joins Puresport’s existing orange and berry flavours, which launched in October 2025. All three use the brand’s DualCarb™ formulation, delivering 30g of carbohydrate per serving through a 1:0.8 ratio of maltodextrin and fructose for efficient absorption and sustained energy. The recommended strategy is straightforward: one gel every 30 minutes, targeting around 60g of carbohydrate per hour.
Puresport CEO Dan Temm said the unflavoured gel is a direct extension of the brand’s broader mission to cut through the noise in sports nutrition. “The gels category has become so overcomplicated. Runners are faced with too many choices, too much noise, and often conflicting advice. With the unflavoured gel, we’re taking that even further, removing absolutely anything that doesn’t need to be there. It might sound simple in principle, but when you’re deep into a session, the impact is huge.”
The product is clear in colour, contains no added flavouring or artificial ingredients, and is vegan, gluten-free, and Informed Sport certified. It is being marketed under the campaign line “Unflavoured. Unfatigued.”, framing the absence of flavour not as a compromise but as a performance advantage.
Puresport was founded by former professional rugby players Grayson Hart and Adam Ashe and is built around the ethos of “For the Long Run®”, championing clean, science-backed supplements alongside community, consistency, and balance. Dr Pugh added: “We have found that for most runners, around 60 grams of carbohydrate per hour is the sweet spot for performance. Removing flavour helps athletes stay on track with their fuelling strategy, particularly over longer durations, and reduces the risk of under-fuelling driven by sensory fatigue rather than energy needs.”
Key product details:
- 30g DualCarb™ formula (maltodextrin and fructose, 1:0.8 ratio)
- No added flavouring or artificial ingredients
- Clear in colour, neutral in taste
- Vegan and gluten-free
- Informed Sport certified
- Available at puresport.co and selected retail partners
