2before™, a new food first performance supplement from New Zealand blackcurrants, has just been awarded NutraIngredients USA Sports Nutrition Product of the Year.
Judges outlined the disruptive potential of 2before™ including “the evidence behind this product, its clean sourcing story and its third party lab certification.”
“2before™ is at the cutting edge of sports nutrition. The brand represents a shift in approach to performance. Everyone wants to advance their potential, and many are now looking to do so through natural, clean food. This product is made from a natural berry and is a category creator for the food first performance market,” says Brendan Vercoe, CEO of 2before Performance Nutrition.
New Zealand athletes and sports dietitians have long known about the sports recovery and immunity benefits of New Zealand blackcurrants, however the berry is virtually unknown in the US. 2before® was specifically developed for the US market as a convenient, food first product designed for sports dietitians and elite athletes.
As well as the known recovery and immunity benefits, a recent review and analysis published in an international sports nutrition journal confirmed that New Zealand blackcurrant anthocyanins delivered a significant sports performance improvement (0.45%), higher than the common athlete go-to, caffeine (0.41%). This discovery could be crucially important to elite athletes, considering the average difference between gold and silver at the Rio Olympics was 0.54%.
2before® contains the optimum dose of New Zealand blackcurrant anthocyanins, in a water-soluble berry juice powder that is easily consumed as a shot, pre-activity. The brand name reflects the time period that the product is most effective, in the first 2 hours while the anthocyanins are rising in the blood. 2before® acts as a primer, switching on the body’s own defense systems pre-activity, so once athletes start working, their body is already primed to push harder and recover faster.
2before™ blackcurrant powder allows dietitians to follow food first principles and would support those athletes following a plant-based diet. 2before® is tested to ensure it does not contain banned substances and is Informed Sports certified.
“With a platform of scientifically proven performance and health benefits, as well as an optimum effective dose, 2before will disrupt the sports performance supplement market with a natural food first approach” says Vercoe. The NutraIngredients USA Sports Nutrition Product of the Year is a fantastic accolade and we will be investing much more into science to extend the product range.
2before® is available for purchase online at www.2before.com.
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 Polyphenol anthocyanins give the blackcurrant berry its deep purple color. While other berries contain anthocyanins, New Zealand blackcurrants provide naturally occurring anthocyanins in a unique mix of bioavailable red (anti-oxidant) and blue (pro-oxidant) forms at high concentration.