- Ketones could super-charge the body in a way that’s unlike any other source of fuel.
- San Francisco-based startup HVMN recently launched a drink made of pure ketone ester to harness its performance-boosting qualities.
- The company partnered with Oxford University to leverage $60 million-worth of scientific research on elite athletes.
The nutrition label on a shot-sized bottle of this clear, odorless liquid defies traditional explanation. It contains 120 calories — roughly the equivalent of a hearty slice of bread — yet it has no fat, no protein, and no carbohydrates.
Those calories instead come from ketones, an ingredient that Geoff Woo, cofounder and CEO of San Francisco-based human performance startup called HVMN (pronounced “human”), likes to call “the fourth macronutrient.”
“It’s not a fat, it’s not a protein, it’s not a carb, but your body gets fuel from it,” Woo told Business Insider.
With that in mind, Woo launched his company’s first ketone product, a 2.2-oz bottle of ketone ester called Ketone. The drink, now available for pre-order, promises improved athletic ability, energy, and a heightened sense of focus. To make the product, HVMN leveraged more than a decade and $60 million-worth of scientific research through an exclusive partnership with Oxford University.
Ketone could boost performance ‘unlike anything we’ve ever seen’
Most of the food we eat contains carbs, from fruits and starchy vegetables to potatoes and pasta. In fruit, carbs come from naturally-occurring sugars; in potatoes, veggies, and pasta, they come from starch. They’re all ultimately broken down into sugar, or glucose, for energy.
When robbed of carbs, the body turns to fat for fuel.
In the process of digging into its fat stores, the body releases molecules called ketones. A high-fat, low-carb diet (also known as a “ketogenic diet“) is a shortcut to the same goal. Instead of going without food, Read More Here