GU, Purell Introduce Co-Branded Gel
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In a surprising partnership, GU and Purell today unveiled a new combination energy gel and hand sanitizer. Nicknamed “GUrell,” the co-branded product has already sold out online.
“We are proud to join our good friends at Purell to offer the world’s first antiseptic sports energy product,” Michael Sorrentino, president and CEO of GU Energy Labs, said during a livestreamed news conference. “Our so-called GUrell combines the easily digestible carbs that athletes have come to expect from GU with the hand-sanitizing properties that Purell is famous for.”
GU is touting its newest addition as “the world’s most versatile sports energy product,” describing it as “appetizing and sanitizing, all in one little package.”
For now the new gel comes in just one flavor—Sanitizing Orange—but more will follow, Sorrentino said. He described the product’s taste as “wonderfully citrus-y, with notes of rubbing alcohol.”
“The health and safety of our customers has always been our number-one priority,” said Sorrentino. “Sustaining them through their most intense tests of endurance, of course, is a close second. It is incredibly gratifying to offer them a product that addresses both of these needs.”
Paul D. DelVecchio, marketing director for Purell, said that company plans to make the product available in touch-free dispensers and 1200mL refill pouches.
“I am 99.99% overjoyed about this joint effort,” said DelVecchio. “Ha ha.”
“But seriously, be careful out there.”
