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    Why 5 All-Natural Ingredients?

    We are a group of simple people. We work hard and we play hard. We pay attention to what we eat. We seek out all-natural fruit or items with all-natural ingredients for fuel but food meeting these qualifications are not always convenient. Basically, eating simple can be very difficult in the world today because food has become very complicated--a frustrating situation for a simple lot like us.

    On a hard ride in the mountains one of our own turned some shades of inhumane colors when he hit a nutritional BONK! We fed him an energy bar with all-natural ingredients to no avail. With a purple/pink hue he continued to sweat all the way out of the woods. Inspired by the need to not BONK again, the purple, sweaty biker consulted a nutritionist. Following the advice of this expert a baggie was filled with molasses, honey and salt for the next ride. Simple, right?

    Those peanut butter idea wheels that had grown some cobwebs began to spin again. We needed to simplify what we are eating. What are ‘they’ doing with the energy gels for runners, cyclists, and endurance athletes that we can do with food? According to the consultant expert (a nutritionist), simple can be effective.

    We put three principles into effect to further our journey:

    1. We don’t need to eat a lot if we are eating right.

    With the right all-natural ingredients mixed together in a gel form, we do not need a large quantity for a large affect. Our pouch is 2.5 oz. We provide two servings in one pouch so it will sustain a grueling work out. The pouch is re-sealable. Keep it simple.

    2.  If we cannot pronounce it, we are not going to eat it.

    When we looked at the ingredients of the energy gels available on the market, many of the words were unrecognizable. Why, if we can say banana, know what a banana looks like and tastes like, would we choose potassium citrate? You cannot only pronounce each of our ingredients, but you can find them in the grocery store, not the pharmacy or the chemist’s lab.

    3. Make it meaningful.

    What is an energy gel supposed to do for an athlete? That is truly the question that is most important in our journey. We need fast-absorbing carbohydrates to provide immediate energy in a minimum effective dose. How can we replace what we need with what we want? Nature. That is how. We put together all-natural all-natural ingredients in a combination that replaces what some have created in a lab.

    Each of our flavors provide fast absorbing carbohydrates for energy, are gluten free, have antioxidants and potassium but the each has its individual benefits as well. Our honey, molasses, maple, raspberry and chia seed flavor (the Blue) also has omega fatty acids and our honey, maple, pomegranate, coconut (the Red) has vitamin C and Manganese (see our ‘What’s Inside’ page for the nutritional benefits of all of our ingredients).

    As it was mentioned, we are simple people. We took the most complicated idea of energy, simplified it with, frankly, what we like, added texture to make you chew your food and to aid in digestion, and created something different. Something good. Something that you can eat, that gives you energy, but will not give you guilt.

    So, why 5 ingredients? Because if we can’t do it in five simple, pronounceable, meaningful ingredients, then we should not be doing it at all.


    How It All Started

    We are athletes. Specifically, we are mountain bikers. Mountain biking is an endurance sport. When we are in the middle of the woods, we need convenient energy. We want natural energy. Easy nutrition has been a need since man was building the pyramids, but let’s only rewind to 2009. Back then the energy ‘gel’ of choice was peanut butter. Some guy decided real food fuel was a good concept and put peanut butter in a tear-off pouch. Endurance athletes were purchasing and consuming the all-natural energy nutrition like it was liquid gold. The organic whole food fuel was working, but one day standing
    in the kitchen, slurping down yet another pouch of this non-gel, endurance food, thoughts of innovation struck: Why are we paying $3 for 3 ounces, when a jar of peanut butter is $3. We work in branding products; we have built brands; we can figure out how to make peanut butter. Can’t be THAT hard, right? Why can’t we create BETTER natural energy nutrition; why can’t WE put something BETTER in a pouch and sell it?

    B-Line How it all started

    First, we needed a name. What were we trying to accomplish? We were trying to provide endurance athletes with nutrition so they can go on and on and on without the BONK. (For the novice, when an athlete falls out nutritionally and cannot proceed with riding, swimming, running, jumping, or whatever craziness that they are involved in, it is called a BONK.) No one wants that. We wanted to fix that.

    How were we going to do this? Using peanut butter, adding more whole food energy, surpassing what the energy gel was providing, putting natural energy in a pouch and slurping it all the way out of Bonk town…. BONK BUTTER! That is a name! Step one complete.

    So, peanut butter cannot be that hard to make, right? Go to the store, buy some salted, roasted peanuts. You know the ones on the bar, in a bowl? Put them on a tray and roast them. Note to self, roasted peanuts do NOT need to be re-roasted. Epic, inedible failure.

    Ok, fresh peanuts. Buy those, roast them, squish them and, not bad. Tedious, messy, but not gross. Wait! Why re-invent the butter? Research and employ a manufacturer. Mix up this organic butter of the nut with some organic honey (same honey used today in B-Line Natural Energy), sea salt, and palm fruit oil. Tasting, mixing, testing, riding. Not too shabby. Not convenient on the trails in a Tupperware container so we put it Ziplocs and cut off the corner for the slurp. Obviously, packaging needs to be next.

    Mock up a packaging design, talk to package makers, take business classes, find a mentor, look for financing. It all seemed to be coming together but, as the story goes, a BONK does not just happen on the trails . . . It can happen in business as well. Bonk Butter was a trademark infringement . . . That name is out. Big companies have figured out that this is a good idea too . . . The market is getting saturated. No one wants to invest money without a product. We proceed anyway with sugarplums dancing in our heads. We have an order of 100,000 packages on the ready but decide to create a couple of samples before we pull the trigger.

    The big day arrives. The samples of our all natural, energy gel alternative is delivered. We lace up our shoes, go for a run, grip the top of the package in our teeth tear it off and . . . OIL EVERYWHERE. The peanut butter of our dreams has separated. This may be the day that Bonk Butter died, but unexpected obstacles do not stop us! Endurance does not only apply to our athletic pursuits but also to our pursuits for a real food, natural energy gel alternative!  

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