Skratch Labs Forms Unique Partnership with the Amgen Tour of California
Company uses real food to change the way athletes fuel before, during, and after competition.
Boulder, CO (April 24, 2013) – Skratch Labs announced it will be the official “Active Nourishment Partner” of America’s biggest bicycle race, the Amgen Tour of California. The Boulder based company will bring years of in-the-field experience keeping the world’s best athletes happy and healthy while competing. The Skratch Labs crew will oversee menus and food preparation for all ATOC riders and staff from start to finish, as well as prepare unique on-the-go “portables” for the athletes to consume during the race itself.
In addition, the Skratch Labs Mobile Kitchen will be strategically positioned somewhere on the race route each day providing sustenance to the rabid and ravenous fans who line the roads each year. By fueling both the racers and fans, Skratch Labs aims to promote their philosophy that real food is simply better and can be just as convenient as the pre-packaged and processed meals so many of us have come to eat regularly.
Skratch Labs was born out of a need to solve the problem of gut rot and flavor fatigue among athletes. The Skratch Labs Exercise Hydration Mix, is an all-natural sports drink with fewer calories, more electrolytes and is flavored only with real fruit. “It’s not rocket science, real is better,” said Skratch Labs founder Dr. Allen Lim, who started making the drink mix from scratch in his kitchen to solve the stomach issues of the pro-cyclists he’s trained for fifteen years. Word quickly spread about what came to be known in the pro-peloton as “Secret Drink Mix” and Skratch Labs was born.
Skratch products are currently sold in over 1000 retailers throughout the US, including Whole Foods Market.
Skratch Labs is a privately held, sales funded, company based in Boulder, CO.
About Skratch Labs
Founded by renowned sports physiologist Dr. Allen Lim, Skratch Labs’ philosophy is to use real food as the optimum source of nourishment for sports and life. Lim’s recent collaboration with Biju Thomas on ‘The Feed Zone’ cookbook has lead to a revolution in the way athletes think about fuel for activity and recovery. Skratch Labs provides ready-made products to help complement this lifestyle, beginning with their Exercise and Everyday Hydration Drink Mixes.
Skratch Labs Hydration drink mixes continue to grow in popularity with cyclists, runners, triathletes, climbers, hikers, motocross riders, NASCAR drivers, youth sports participants, firefighters, and everyday regular folks. The Skratch Labs team has additionally determined through extensive field-testing that Skratch Labs Everyday Hydration Mix is an excellent remedy for hangovers.