Skratch Labs might be the first sports nutrition brand to attempt predicting the weather, but the company is apparently confident enough in their forecasting abilities to introduce a new flavor in their popular line of all-natural sports drinks designed to be consumed hot and used in cold, wintry conditions. Calling the flavor “Apples & Cinnamon,” the company decided against ingredients that only taste like apples and cinnamon instead choosing to use only actual apples and actual cinnamon. While it’s true that winter has followed Summer and Fall for the last several dozen years (at least) there’s no way to be 100% sure it will happen again and, for a small company with little room for error, that’s a big gamble that Skratch Labs founder Dr. Allen Lim has complete faith in. “Winter will come,” he said. “Winter will most definitely come.”
Skratch Labs tested the Apples & Cinnamon flavor last winter by producing a small amount for only their best customers, and has spent a good portion of the last seven months reassuring those customers the product would be back permanently this year. Not to mention apologizing to those who weren’t able to try it before it sold out. The company believes the new flavor will be a “game changer” for anyone who exerts themselves in cold conditions. CEO Ian MacGregor explained, “You know how great an ice cold drink tastes when it’s hot out? This is exactly the same, except the complete opposite.” Explained that way, it makes perfect sense.