Herbal sweets to boost energy

Four new herbal confectionery products have been launched by Canadian company Kitsune Foods which are designed to help give athletes an extra energy boost.

Extreme Sport lozenges come in four different varieties. Atomic Blast is a natural stimulant containing cinnamon, ginger and ginseng, while Boost Gold contains Kitsune's Fireball energy gel (a combination of liquid glucose/glycerine and various herbs).

Madness, which the company said was designed for those working late or in need of extra power and endurance, contains 15mg of caffeine per lozenge derived from guarana and gota kola, and has a coffee taste. Immun-Aid, designed to help the body recover after exertion, is made with echinacea and mint.

All four products are made using Kitsune's Micro-Nutrient Heat Transfer Technology which it claims helps transfer the maximum amount of herbal benefits to the lozenges. "Using the lozenge as a delivery vehicle for the herbal properties plays a key role. We can capitalise on the mouth's oral nutrient transfer rates - one of the highest in the body - to give the user optimal benefits from formulation quality, properties and convenience,"​ said spokesman Stephan Fox.

The new lozenges are an extension of Kitsune's existing product range, which includes the Fireball gel designed to help users breathe more easily and boost stamina. Kitsune also produces Fireball Sprint, which is similar to Fireball Pro but with a sweeter flavour and designed for short bursts of energy, as well as Muscle Nectar, another herbal product designed for use as a sports drink and containing zollah root, gingko biloba, guarana, tribulas root, tonkgat ali, maca and wild yam.

Kitsune Foods​ of Canada is a nutritional product development company, with a sports market presence in Canada, the US, Australia, the UK and Sweden. While its initial focus was on professional athletes, it has recently branched out into the general fitness market, targeting health and body-conscious consumers.