Energy Gel Tomato – The cult gel is back

When our first tomato gel hit the market in 2013, a lot of people shook their heads! “A tomato-flavored gel? I can’t imagine that.” We heard that countless times and just smiled. Because most people who suddenly crave tomato juice with salt and pepper on a plane wouldn’t think of it in their everyday lives. But where does this sudden craving for salty tomatoes come from?

It's the umami effect.

The dry cabin air and the change in pressure on board affect our sense of taste: sweet flavors lose their impact, and food tastes bland. In this state of stress, our body signals a deficiency—it craves electrolytes to maintain fluid balance. The savory umami appeal of the tomato, combined with salt, is our body’s intuitive response to this. It is intense enough to get us through even under difficult conditions and satisfies the craving for salt that arises unconsciously in the dry air.

We’ve incorporated exactly this mechanism into a gel. When you push yourself to the limit during intense workouts or long runs, something similar happens: your electrolyte stores run low, and your taste buds become desensitized to the constant sweetness.

Our Tomato Gel is the game-changer for combating "sugar fatigue," which often slows down energy intake during endurance sports. With seven times the amount of salt compared to our classic gels, it directly meets the increased need caused by sweating. It’s a savory reset for your stomach—a tactical tool that keeps you motivated and maintains a steady energy supply when sweet gels just won’t go down anymore.

Just give it a try with your next order and see what happens! Click here for more info on the Energy Gel Tomato ….