New Hope Network is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.


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.

All access premium subscription

This content requires a subscription to Nutrition Business Journal.

As an NBJ subscriber, you receive 10 issues a year and access to the exclusive “NBJ subscriber only” content on (excludes three-month subscriptions), which includes PowerPoint presentations, select data charts and archived articles. Subscribers also receive a 10 percent discount on data charts, comprehensive market research reports and webinars.

Email [email protected] for more information about subscribing.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.