SQUEEZY COMPANY HISTORY – THE WORLD’S FIRST ENERGY GEL

Dr. Timothy Noakes, a professor of sports education and sports sciences at the University of Cape Town in Soutth Africa, experienced a brain wave in the mid 1980s: As an experienced and enthusiastic marathon runner he knew that a dip in form during training and competition is also caused by an insufficient supply of carbohydrates. He asked himself: How can I ensure that I can give my body the fuel it needs before and during competition?

In 1987 he developed, together with his team, a gel which contained circa 25g of energy necessary to fuel an athlete for up to one hour.

To make it as easy as possible to eat this little pocket of energy, Noakes and his team developed a little plastic sachet from which the athlete could simply “squeeze” the gel into his mouth.

The product was widely unknown outside of South Africa until Roger Milenk discovered it at the Ironman Roth. He changed the recipe slightly and launched it in the European market in 1993. The product “squeezy” was soon a big hit.

The range was relaunched in 2000 under its brand name SQUEEZY®.  and the product offering was extended by a number of innovative developments such as the FRUIT GUM, which is based on Maltodextrin, as well as energy bars and drinks.

2009 saw the next big step in the brand’s development: the production moved completely to Germany, the quality standards were increased and the brand received its very own corporate design, elevating its status in the market place. The product offering of the range of gels changed again in 2013 when the packaging was optimised to make its handling easier and reduce pack waste.


 

SQUEEZY GUIDING PRINCIPLES: OUR MOTIVATION BEHIND OUR CONSTANT PRODUCT IMPROVEMENTS

We are constantly looking to improve our product range to be able to offer athletes and health conscious people around the world the most suitable product. Our theme supports our instinct for new and actual trends and our focus on the needs of the athletes. The leitmotif of SQUEEZY are:

#1 DEVELOPED BY ATHLETES, FOR ATHLETES.

Every new product that is developed for SQUEEZY has to fuflil the key features that sets our range apart: The products have to work quickly and efficiently, be easy on the stomach, varied to tentalise the tast buds as well as easy to use and transport.

The requirements and demands of the athlete are the focus during our product development. As such our products are developed with the training and competition requirements of the athlete in mind.

It always has been and always will be: SQUEEZY is the first energy gel world wide that is developed by athletes for athletes. Constant innovations such as the savoury-salty Tomato Gel will follow in the footsteps of this innovative brand. We continue to face the challenge to meet the new and changing needs of the athletes.

#2 ALL THE BODY NEEDS – NO MORE, NO LESS.

All our products are cut down to just the key ingredients which are required during the different phases of training and competition: Our Energy Products contain carbohydrates and minerals to provide you with the correct energy during training and competition. Our recovery products contain additional proteins and amino acids as well as vitamins for the period before and after exercise.

This makes our SQUEEZY products very digestible and easy on the stomach.

#3 SIMPLICITY - BASED ON BEST PRAXIS.

All our products were extensively tested before they are launched into the market. Each product is specifically finetuned in terms of its dosage, use and implementation.

What does this mean for the athlete? Simply that before, during and after his training or competition he provides his body with the necessary substances: efficiently, simply and easily.

Thanks to SQUEEZY the athlete can concentrate on the important parts of his training, increases his performance and well-being.

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