Right Stuff, invented by NASA, is dubbed "serious hydration"
for the fitness and athletic market
The Right Stuff, a new concentrated hydration beverage invented by NASA, will be rolled out this summer, marketed first to endurance athletes - triathletes, distance cyclists, Nordic skiers, marathoners - and elite Olympic and professional athletes.
The next phase of the launch will be to the broader market that wants to maximize hydration whether it is for sporting activities, general hydration, to treat altitude sickness, jet lag or even hangovers.
The product was developed and patented by NASA to keep astronauts at peak performance during missions and to help ease their transition back to fitness when returning to earth. It is a highly effective electrolyte concentrate formula that maintains and restores optimal body hydration levels quickly and conveniently.
Some misunderstanding in the marketplace apparently has folks thinking it is NASA that come up with the (much overused) product name and marketing strategy.
In fact, NASA has licensed the technology to Wellness Brands Inc, which gave it the name, The Right Stuff, and is bringing the product to market.
And anyone who winces at the initial price of $9 for a three-count package, doesn't understand the serious benefits of hydration.
"We developed this product to perform optimally under the most extreme conditions. The health of our highly trained astronauts was at stake," explained Dr. John Greenleaf, former NASA Research Scientist and inventor of the formula. "And now the general public will benefit from this research."
The formula contains the specific ratio of key electrolytes for rapid restoration of hydration. These electrolytes, dissolved in water, optimize the levels of ions in the body. The beverage is an isotonic formulation that restores both intra- and extracellular body fluid volumes in dehydrated astronauts, athletes and others. As a result, in studies among athletes, the formula was scientifically shown to deliver greater endurance than sports beverages containing carbohydrates.
Further information is available on the Right Stuff website.
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Comments
The Right Stuff sounds like Gatorade on steroids. (Are we allowed to say that word?) Speaking of NASA beverages, Tang, that infamous powered orange juice so very popular years ago, wasn't invented by NASA as many people think. General Foods invented it, but astronaut John Glenn popularized it during the Gemini Space Program.
Jeff
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