Dr. Timothy Noakes, Professor of Sports Education and Science at the University of Cape Town, South Africa, had a brilliant idea in the mid-1980s: as a highly ambitious marathon runner, he knew that fitness problems were also due to an insufficient supply of carbohydrates to the body and asked the crucial question: how can I easily supply the body with the necessary energy before and during training and competitions?

He and his team developed a gel in 1987 that contains enough energy in about 25 grams to provide an athlete with the energy they need for up to an hour.

In order to make the intake of this energy booster as easy as possible, Noakes and his team developed a small plastic sachet from which the gel could be easily squeezed into the mouth.

Roger Milenk discovered the product, which was previously unknown outside South Africa, at the Ironman in Roth and launched it on the European market in 1993 with a slightly different recipe. Squeezy Energy Gel became a bestseller in sports circles and has been copied many times since.

In the course of the first relaunch of the brand in 2000 , the product name Squeezy became the current brand name ^SQUEEZY® and further innovations such as the world's first maltodextrin-based fruit gum, bars and drinks were added to the range.

In 2009, the next major development step took place: production moved completely to Germany, quality standards were raised and the brand was upgraded with the current corporate design. The optimized design of the gel pouch for better handling and waste-reducing packaging solutions transformed our gel range in 2013.

The biggest transformation of the ^SQUEEZY® brand began in 2022. Since then, the aim has been to make all products and processes sustainable. Under the campaign name "^SQUEEZY® Goes Green", all products will be made sustainable in the coming years. In the energy gel sector, for example, this means using monofoils for energy gel sachets for the first time worldwide. This means that energy gel sachets are also recyclable for the first time and suitable for the yellow garbage can.

The year 2024 heralded another major innovation. For the first time, all energy and liquid gels are available in 0.5 and 1 liter bottles. There is also a special dispenser/soft flask that allows the use of different viscosities with two different closure systems. A big step in the area of waste avoidance strategy!

We are constantly striving to improve our range in order to offer athletes and health-conscious people all over the world the right product. With a feel for current trends and geared towards the needs of athletes, product development is based on the following guiding principles.

It should work quickly and efficiently, be well tolerated by all stomachs, have a varied taste sensation and be easy to use and transport. This defines the requirements profile for every new SQUEEZY product development.

It was and remains the same: ^SQUEEZY® is the world's first energy gel by athletes for athletes and constant innovations will follow this milestone.

With, for example, 7(!) different carbohydrate mixtures in the gels alone, we are making an enormous effort to be able to offer an optimal product for all athletes.

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

In line with this motto, our ^SQUEEZY® products are reduced to the ingredients that are needed to meet the specific requirements during the different phases of exercise.

We reject unnecessary or even critical ingredients, such as artificial sweeteners, as a matter of principle.

This makes our ^SQUEEZY® products very easy on the stomach and well tolerated.

#3 SIMPLICITY AND SUSTAINABILITY - BASED ON BEST PRACTICE.

You can tell immediately from each of our products that they have been extensively tested in practice before being launched on the market. They are specifically adapted to each requirement in terms of application, dosage and handling.

At the same time, we are striving to make all products as sustainable as possible. Innovative "biobased materials", home-compostable outer packaging and, for the first time, recyclable sachets are used.