By Supreme Chancellor Courtney Denham

On a daily basis, our team is committed to staying ahead of the curve when it comes to our product development. My office is littered with bottles from competing nutrition companies, new companies, store-brand knock-offs and homemade concoctions. The Amazon delivery people know my house and our office all too well. If we’re not receiving a new book on some funky new diet, we’re trying a random new product we found in the backwoods of the internet.

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The other day, Jesse walked into my office and handed me a concoction that included coffee, turmeric creamer, moomiyo, MCT oil powder and coconut oil powder. It was actually quite good and definitely improved my afternoon.

Needless to say, we can’t produce every product that we try. But sometimes, we see trends moving at a strong enough pace that we’re able to move out of our comfort zone with confidence. (Hence our decision to launch the Elite line last year, which has proven extremely successful.)

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A shift in our personal diets has led us to look into Paleo-esque solutions in the supplement world. Two sticking points came to mind immediately: Sweeteners (both Fructose and Sucralose) in our Hydrate & Recover and dairy in all of our proteins.

I became relatively obsessed with finding a totally unsweetened hydration product and a dairy-free protein powder that didn’t taste like $h*t (can I just say shit?)

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We quickly found that no one is making an unsweetened hydration product that is worth it’s salt (get it… sodium?). We already knew that no other products compare to Hydrate & Recover, but it was dismal to look for one that was even trying to do it without sweetener. By the way, when I say sweetener I mean NO sweetener, not even Stevia.

On the protein side, we narrowed it down to three options. Beef, bison and egg. What we learned? Egg protein is nasty. I’m sorry, I just had to say it. If you have one that you love, let us know. But we tried and failed.

We quickly decided that beef or bison would be the way to go, and narrowed it down to beef based on supplier availability.

So that brought us to our decision to create a Paleo(ish) hydration and protein. Why do I call it Paleo(ish)? If you’ve read up on hardcore Paleo principles, you’ll notice that supplements don’t fit in at all. A true Paleo diet consists of meats and certain vegetables and nuts. No supplements, no protein powder, no Hydrate & Recover. Obviously, that doesn’t really fit our world-view perfectly. But it doesn’t not fit either. We hunt, fish and eat from our own gardens. We don’t eat a lot of sugar, we avoid heavily processed foods, and we stay away from wheat (most of the time…).

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To us, building products that fit into a Paleo(ish) lifestyle feels like a natural fit.

There are numerous other benefits to these products, besides the desire to feed our inner-caveman. Beef protein opens our products up to anyone with dairy allergies or sensitivities to soy or whey. Unsweetened hydration will be a big hit with endurance athletes who cannot stomach a sweet taste on a sour stomach. (If you’ve ever felt the need to puke during a workout, you know what I mean. If you’ve never wanted to puke, I suggest you try harder.)

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Why am I telling you this seemingly unimportant back story? Because I think it’s important. With the launch of our new journal, we’re making it our goal to become a more transparent company. We want you to know why we’re doing what we’re doing, and we want to get your feedback on our ideas, trials and errors.

So during the process of building the Paleo(ish) line, we’re going to keep you up-to-date. We’re planning on launching the new products in early Fall. We’re already on our second round of taste-testing and we’ve made some incredible progress so far. My next post on this subject will fill you in on flavoring decisions and our first taste tests.

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When I told people I was going to write these articles and pre-announce our new products, many asked if I was worried about the competition taking our ideas and producing it before we do. Here is the honest answer to that question – If our competitors want to release these products before us, they will simply be knocking off or private labeling someone else’s product. Formulating and testing products takes time, especially two products we have never made before. So if you see one of our competitors release a similar product in the next couple of months, please feel free to give it a try. But know that our products will be formulated from scratch with the upmost attention to detail.

The best thing that we can do is stay transparent and show you the whole process from start to finish. As you read these updates, we hope you’ll develop an understanding for the amount of care we put into our products. Because when it’s all said and done, you put those products in your body. You’ve given us your trust and we’re going to continue to earn it.

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6 Responses

  1. Norissa Harman

    This makes me so happy to hear this I love that you guys are always innovating! Great work WA Team

    Reply
    • Courtney Denham

      Thank you Norissa! We’re really excited about this one. These products are coming super soon so stay up on our emails for the announcement.

      Reply
  2. Jeff Proctor

    Courtney
    This is great news !! I have been hoping that you can remove the sugar from the H/R and nondairy protein would be awesome
    Stay in the fight
    Jeff Proctor

    Reply
    • Courtney Denham

      Hey Jeff,

      Thanks for the support. Keep in mind, Hydrate & Recover will still have just a little sugar, which is naturally occurring in the fruit juices that we used to flavor it. Also, a little sugar is a good thing, as it’s essential for active transport, which sends the electrolytes out of your gut and into your bloodstream. BUT too much sugar is a bad thing and we’ve been working hard to reduce the sugar to the absolute essential amount, while still making a drink that tastes awesome. The formulation is complete and we’re getting ready to launch this product. So stay tuned!

      Reply
  3. Lora

    This is great! One of the reasons I have picked Wilderness Athlete Hydrate and Recover over other similar products was the use of sweeteners. Most other products use artificial sweeteners that make me lightheaded and sick to my stomach. Hearing that you will be continuing your development with no sweeteners at all is great news!

    Reply
    • Courtney Denham

      Hi Lora,

      Great to hear that our current sweeteners agree with you better than some of the others out there. We’re proud to use the best ingredients available and we do it for results like yours! The new formulation is still very tasty, with less sugar than before and NO artificial sweeteners (not even Stevia, which is what is usually used in more “natural” products.) We think we’ve hit a home run with this one and we hope you agree! The product is coming soon so stay tuned 🙂

      Reply

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