A new concept overcomes the two major hurdles associated with BCAAs: taste and solubility.
The need for efficient sports performance solutions is no longer restricted to elite athletes and fitness fanatics. Sports nutrition products are being offered in regular supermarket aisles that cater to amateur sports people tracking their activity, goals and achievements on apps and looking to boost their performance levels.
One of the consequences of this trend is the rise in popularity of products containing branched-chain amino acids (BCAAs), reaching a market beyond athletes and bodybuilders alone. BCAA drinks fit firmly within the image of well-being and a healthy lifestyle. But while elite athletes may be willing to sacrifice some taste for a performance boost, recreational athletes are more demanding. Many are also looking for vegan solutions amid this massive lifestyle and health trend.