25 Jun 2019 --- “Real” foods are becoming more attractive than sports nutrition gels or sports bars, according to Food Industry Analyst Julian Mellentin, Director of Consultancy New Nutrition Business and author of a new report, “‘Real food’ – the strategy that’s transforming sports nutrition.” He notes that it is a shift that’s backed by leading sports dietitians, as well as evidenced in the recent business decisions of some companies. Consumers are increasingly wary of ingredients lists that appear to long or complicated, and therefore, may be tempted by familiar foods that have undergone a “sporty” revamp.
