GU Charity Campaign Passes $50,000 – Aims for $100K - Outdoor Industry Association

GU Charity Campaign Passes $50,000 – Aims for $100K

For Immediate Release

Gordon Wright 



Berkeley, CA — Dec 11, 2013

This June, in conjunction with the Challenged Athletes Foundation (CAF), GU Energy created “Challenge For Kids” in order to fill a critical need for children suffering from any limb-loss malady – from traumatic amputations to disease-state complications to congenital effects.

The initiative, which included the creation of a special edition of their premium performing Roctane line, initially sought to fund $50,000 to purchase prosthetic limbs for children who hope to regain active mobility. 

Today, GU Energy is proud to announce that it has surpassed that goal, and is extending the campaign in an effort to reach a new goal of $100,000.

GU is extending production of the special-edition flavor Roctane – Passionfruit – and directs all profits from it to the Challenge For Kids fund, so any purchase of the gel aids the effort directly.

Additionally, athletes can access an online portal – — that allows anyone to donate to the cause, whether or not they buy Passionfruit Roctane.  Additionally, people can choose to donate directly to any athlete’s Challenge For Kids campaign.

Virginia Tinley, Executive Director of the Challenged Athletes Foundation, said, “GU stepped up and was centrally responsible for creating the Challenge For Kids initiative, and the results have surpassed what we could have hoped for.  And now, to double their commitment just demonstrates the extent of their resolve and support of CAF.  We’re very proud to partner with them.”

The special edition Passionfruit Roctane has all the unique properties that make it the best-selling premium performance gel in the world.  To order the limited edition Passionfruit flavor and direct all profits to the campaign, simply order online here or visit your local retailer.  Passionfruit Roctane is on sale now at the GU Energy website and at retail locations at a cost of $20.00 per box of eight gels.


GU Energy Gel, the original energy gel, was developed in 1993 in Berkeley, CA.  To this day, GU remains the market share leader by a margin of more than 2 to 1, and is still the premium gel available to endurance athletes. GU, Roctane, Chomps and Brew are designed to provide athletes with scientifically-based, performance-tested nutrition. For more information about GU, log onto