Infinit, which has been in the sports nutrition market for 18 years across the US and Australia, expanded into Europe last year with focus on all-in-one powdered isotonic supplements.
Now, the company has launched its bespoke formula creation platform, Custom. CEO of Infinite Europe, Jan Pokorny, states: “The launch of our Custom platform is something that we were aiming for from the start of the European expansion.
“Every athlete is different and has specific needs. Some want higher carbs, some want protein. Some want lots of flavour, while others don’t. With our Custom platform, athletes can create the perfect isotonic drink to reach their peak performance, and that is something that I am super excited about.”
The new online platform allows consumers to customise their sports nutrition using sliding scales to adjust aspects such as the number of calories, flavour strength, sodium levels, or carbohydrate types.
Flavour options are orange; lemon and lime; fruit punch; chocolate; watermelon; and strawberry lemonade.
Calories can be altered anywhere between 100 and 326 per serving, and the customer can choose the quantity of simple and complex carbohydrates.
Electrolyte concentration can also be modified, altering the concentration of sea salt, potassium, magnesium & calcium, and users have the option to adjust added quantities of amino acids (Leucine, Isoleucine, Valine) up to 3g per serving.
Up to 10g of protein per serving can be added in the form of whey isolate, which is manufactured by cross-flow micro-filtration (MF) and ultrafiltration.
Caffeine can also be added up to 200mg per serving, and additional ‘boosts’ of COQ10 for antioxidant properties, and Beta-Alanine for reduced lactic acid build-up are also available.
The personalised platform guides customers in their choices by indicating ideal quantities for absorption, utilising Infinit’s patented Osmo-Fit technology.
As a user-friendly guide, a traffic-light system which indicates the osmolality (a test that measures the concentration of particles found in the fluid part of blood) of the custom hydration blend when mixed in 600 ml of water.
Infinit reference previous studies that have shown that fluids supplied with osmolality above 300mosm/kg, (i.e. hypertonic solutions), cause not only delays in gastric emptying but also more importantly will cause fluid shifts from the body to the gut before absorption occurs, with the suggestion that such delays in rehydration introduce the real potential to delay and reduce performance.
Founder and CEO Michael Folan states: “Sports nutrition does not have to be complicated. Since 2003, we have had the privilege to simplify fueling and hydration for thousands of people. We are athletes helping other athletes perform and feel better. It’s as simple as that.”
The Custom hydration platform is the first of Infinit‘s personalised products to be available in Europe, however a customisable protein powder may not be far away. The product, which is currently only available in the US, allows similar alterations to be made in-line with consumer needs.
Individuals specify type of protein, choosing from: whey isolate; a vegan blend of brown rice and faba beans; a blend of whey, soy and casein; or egg whites. Flavour strength and calories are also variable, and nine optional boosts offer qualities such as antioxidant and anti-inflammatory properties.