GU Sports (Sports Street Marketing) was founded in Berkeley, CA, in the early 90's by Dr William Vaughan. The mission from day one, which is still true today, is to provide athletes the best exercise specific nutrition products available. Period! After formulating the world's first energy bar, Dr Vaughan was disappointed in that the bar, due to it's high level of fat, fiber and protein, but that it did not work for athletes while they were training and racing. So in the late 80's he began experimenting with carbohydrates in gel form. Because gels did not require any ingredients for solidity (fat, fiber, and protein) they could transport energy to working muscles within minutes without any stomach distress: The perfect "food" for athletes during workouts, training and racing was invented. And after extensive testing and trial use by all types of athletes, GU Energy Gel was perfected in 1991. In 2001, GU2O was launched as the perfect hydration companion to GU Energy Gel, and in 2008, the introduction of Roctane Ultra Endurance Energy Gel continued GU’s mission: help athletes go faster and longer than ever before. This outstanding innovation is revolutionizing the sports world allowing athletes to push their bodies to levels they never imagined.