Nutrition Business Journal

Sports Nutrition Goes Back to the Future

Elite athletes—always the leading edge of the category—are spurning sugary supplements for whole foods.

When the 125-odd pro cyclists set out on this year’s 700-mile Amgen Tour of California bike race, they’ll set out on the next wave of sports nutrition. Food for each of the teams will be provided by Skratch Labs, the Boulder, Colorado-based nutrition company run by sports scientist Allen Lim, Ph.D. On the menu: sushi rice balls and whole grain cookies—among Lim’s various recipes that revolve around real foods rather than engineered gels, bars, or hydration products.

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