North Korea's Central Mushroom Research Institute of the State Academy of Sciences (because that, apparently, is a thing) has introduced a new fungal Gatorade flavor. Yes, you heard me correctly: Gatorade. That's made from mushrooms.
The Research facility elaborates on their pseudo-science by saying, "[We] succeeded in finding the way to cultivate mushroom fungus and made a functional drink. This natural drink is very effective in enhancing physical ability of sportspersons and recovering from their fatigues."
Unfortunately, they were unable to provide a more in-depth explanation as to how, exactly, the fungal properties benefit physical ability and/or the recovery process, nor do they disclose their super successful mushroom-cultivating procedure. Most importantly, they neglect to mention how the drink tastes. Adventurous athletes might get a kick out of this, but those with a weak stomach might want to steer clear.
Fungal Energy Drinks
North Korea's Central Mushroom Research Debuts a Fungal Gatorade Flavor
Trend Themes
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2. Functional Drinks for Athletes - Opportunity for the creation of functional beverages aimed at enhancing physical abilities and aiding in recovery for sportspersons.
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Industry Implications
1. Sports Nutrition - Disruptive innovation opportunity to incorporate mushroom-based ingredients in sports nutrition products for enhanced performance.
2. Food and Beverage - Opportunity for companies in the food and beverage industry to create innovative mushroom-infused drinks with potential health benefits.
3. Biotechnology - Opportunity for advancements in biotechnology to develop new processes for cultivating mushroom fungus and extracting functional compounds for use in beverages.