2018 resulted in a change in ownership of Vitargo® distribution rights. In March, Troy Beers and partner Bernadette Wooster formed Vitargo, Inc., secured certain exclusive distribution rights for Vitargo® products and bought some of the assets of a former Vitargo® distributor.
Vitargo, Inc. is headquartered just outside Scottsdale, Arizona. The Company has made several changes over the recent months to include a name change to its main product offering. The Company has shortened the VitargoS2 brand to simply “Vitargo®”.
The Company relaunched the product line with 3 sizes and 7 flavors – 5 improved flavors with 2 new flavor introductions of lemon lime and mango. Multiple product extensions are in the pipeline including “Vitargo + Protein” in chocolate, vanilla and strawberry flavors. Additionally, the Company refreshed the brand with new packaging, a new website and an improved e-commerce platform. It has also assembled a great new team.
In early 1993 a farmer-owned cooperative in Sweden started to investigate the possibility of developing a sports drink like no-other for endurance athletes. The only products found on the market at that time were produced with simple sugars which were not good enough for long distance athletes. They couldn’t drink enough to fully fuel their training and competition needs.
Due to the physical difficulties of digesting and absorbing fuels and fluids while exercising intensely, athletes reported stomach discomfort and bloating from the sports drinks, so they always underfueled and experienced energy crashes.
The company understood that athletes needed another kind of carbohydrate which did not cause stomach discomfort but could also deliver a rapid uptake of fuel.
Having developed this new groundbreaking, very fast high molecular weight starch, and to present the facts of the product´s superiority, discussions with the Karolinska Institute in Stockholm, Sweden were initiated in 1994. A preliminary report was presented in 1996 which showed a significant difference between Vitargo and other carbohydrate-based sports drinks available at the time. The research resulted in a highly regarded published study in 2000 which proved that Vitargo replenished glycogen levels in muscles 70% faster within 1-hour than other maltodextrin-based sports drinks. A second study was published later the same year which showed that Vitargo left the stomach 2.3 times (130%) faster than other maltodextrin-based sports drinks.
A patent application was filed early 1994.
Today Vitargo is still the fastest muscle fuel and recovery drink, used by athletes in all sports to fuel their drive.