It’s Time for A Sex-Specific Approach

Q: OK, in particular, why do men and women need different fuel? 

Women and men utilize carbs, fats and proteins differently. Women oxidize proportionally less carbohydrates, more fats and less leucine (an amino acid) than men. Additionally, women can be more sensitive to glucose and have slower gastric emptying (the time it takes for food to move from the stomach to the small intestine). We think fuel should accommodate these differences. 

Further, women's hormones change both monthly and across the various lifecycle stages, including puberty, pregnancy and menopause. Additionally, hormone levels can be influenced by hormone-based contraceptives. We think all of those factors should be considered. 

Q: On what research are your products based? 

Research is part of the problem. Women are underrepresented in sports and exercise research studies, comprising only 34% of participants. In sports performance supplement studies, they make up 23% of participants. Results from male-only studies are still frequently applied to women, despite known differences between the sexes. When women are included, results often aren't sex-disaggregated, meaning that female-specific nuances may be subsumed into the male "norm." Finally, studies often don't define the menstrual cycle, don't use best practices to assess menstrual status, and/or test women during the follicular phase, when their hormone levels are the lowest, i.e. they are "more like men.” 

We’ve formulated our products based on Linda’s experience as a physician alongside as many research papers as we can consume. The International Society of Sports Nutrition put together a position stand in March 2023 that compiles the evidence-based research on female athletes. (You can find that paper here).  

Meanwhile, we would LOVE to pursue our own research, but testing on humans requires going through the appropriate channels, as well as – of course – money. We did apply for a grant from the National Institute of Health’s Minority Health and Health Disparities department, but the response was they were currently only concerned with fertility studies. Therefore, so far we have had to limit ourselves to hedonic testing and customer feedback.  

Q: What happens if women don’t get sufficient nutrition? 

Whether due to misinformation about nutrition, societal pressures, insufficient research or other reasons, female athletes are prone to under consume calories, particularly carbohydrates. Some possible effects include: 

• Low Energy Availability: Low energy availability (EA) occurs when there is an inadequate intake of calories to meet energy demands. Chronic low EA can have significant health and performance consequences. 47.3% of female athletes are at risk of low energy availability. 

• Menstrual Dysfunction: Insufficient nutrition can lead to disruptions in the menstrual cycle, such as amenorrhea (absence of menstruation), oligomenorrhea (infrequent periods), or irregular menstruation. These irregularities can impact reproductive health. Research suggests that the prevalence of menstrual dysfunction in female athletes is as high as 60%. 

• Low Bone Mineral Density: Under fueling can disrupt hormones which in turn can lead to rapid bone loss, inhibited bone regrowth, and increased risk of fractures. Women are at particular risk - they account for 80% of Americans with osteoporosis. 

Q: How are you specifically addressing women’s needs and wants? 

Based on our interviews, we identified and addressed the following: 

• Attention to Ingredients: Women wanted more real food options and fewer low-nutrient calories. Common concerns centered on sugar content as well as artificial ingredients. That's why our energy purées are made solely from real food ingredients, with zero artificial ingredients and no added sugar. Our products are high in vitamin C and a good source of vitamin A. A pouch of Yes We Cran is equal to one serving of fruit, while a pouch of Strawberry Jams is equal to nearly two servings.  

• Adherence to Dietary Restrictions: Women want their sports nutrition products to support their larger lifestyle. And they don't want to compromise while trying to pursue their passion. That's why our products are vegan and made with gluten-free ingredients. They also avoid the FDA's top 9 allergens.* 

• Pregnancy and Post-Natal Activity: Women continue to be active during pregnancy and breast feeding, and they want products that are safe for both themselves and their baby. Mother Nature understands. That's why we use only real-food ingredients, all organic and non-GMO. 

• Gut Health and Support: Nearly every woman we spoke with reported experiencing gastrointestinal distress as well as blood sugar spikes and crashes. That's why our products are made with low- and mid-glycemic complex carbs. These won't spike your blood sugar as much, and will provide energy for longer. Plus, the soluble fiber from fruits helps avoid extreme digestive conditions. Our purées are also free of maltodextrin, a common ingredient in energy gels, but one that has been shown to exacerbate gut inflammation in mice. 

• Reasons for Sports Activity: Women participate in sports for a lot of reasons, but one we heard repeatedly was mental health and "me" time. Others included physical health, social connections, and achieving goals. What we didn't hear? Winning. That's why we aren't focused on performance or getting you stronger, better, faster. We want you to be your best, healthiest self, and we think that means quality ingredients, delicious taste, and the absence of intestinal stressors.