• Mon. Dec 4th, 2023

Health Fitness Nutrition

Come One, Xome All To Health Fitness Nutrition

Nutrition 21 did something with nooLVL that no one else was doing before them


Nov 25, 2022 #nooLVL, #Nutrition

Speaking with NutraIngredients-USA at the recent SupplySide West, Eric Huml, CMO of Advanced.gg, said, “Esports is going crazy. It’s booming. We see it in our numbers and our sales, and I see it in all the new business coming in.”

The company started about four years ago with powdered supplements for the esports community and put Nutrition 21’s nooLVL (bonded arginine silicate combined with an additional dose of inositol) at the center of their formulations. nooLVL has been studied specifically in an esports setting (Tartar et al. Nutrients​, 2019, 11(10), 2326​).

“What Nutrition 21 did with nooLVL, they did something that no one else was doing before them. They came in a did a real clinical study on esports athletes: ​Fortnite was in it, ​Call of Duty, Madden. That was cutting edge at the time,” ​said Huml.

“There are other brands that have dabbled into that in terms of branded ingredients. There’s still a lot that can be done: You can go further with the studies, more specific with the studies. Again, it comes down to speaking to someone who knows the industry really well and finding out what esports athletes actually want. Something specific like, “Will this improve my sniper headshots in ​Call of Duty?” Something specific like that.”

Authenticity is key

Brands looking to get into the esports space need to understand the consumer, and it’s much more than just gamers, said Huml.

“It’s not really just gaming or esports, its digital entertainment or internet culture, culture being the key word. It’s a big, big space, but at the same time it’s a tight knit space where there could be millions of people but they’re flocking together and that’s through the power of social media,” ​he said.


By admin

Leave a Reply

Your email address will not be published. Required fields are marked *