SMASHA, the all-new, all-natural sports fuel

This story began when the owners of a baby food factory started hearing reports about athletes consuming their product during ultra-endurance events like the Epic. Some investigation revealed that because their premium baby food was nutritionally dense it was a pretty good choice for replenishing energy stores during strenuous exercise.

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With the owners of the baby food factory being enthusiastic runners and cyclists themselves, they decided to push the concept further and after extensive development and testing, SMASHA was born.

 

Each 120 g spouted pouch contains a tested combination of fruit, vegetables and a little pea protein, designed to provide you with a steady release of energy. Formulated to be easy to eat and digest, SMASHA is also allergen free and contains no added sugars, salts nor any artificial additives. This ingredient profile makes SMASHA quite unique in the sports supplement sector.

 

The energy release is much smoother than what you might be used to.

 

And thanks to its all-natural ingredients, SMASHA is very different in the way that it provides energy. Says Neil Andrew, one of the company founders, ‘The energy release is much smoother than what you might be used to. During product trials we didn't understand all the feedback. Some participants said they couldn't feel it working. But when we asked about them about their performance, we discovered they often tended to do better and/or feel better when using SMASHA.

 

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When they said they couldn't feel it working what they were actually saying was that they didn't experience the 'energy spike' they were anticipating. Because that's the thing about SMASHA, it doesn't spike, it fuels. As I like to say, it’s because it comes out of a food factory, not a chemical lab. One of the key advantages for me is that I can go for multi-hour rides using SMASHA and I don’t have any worries about stomach upsets.’

 

…it comes out of a food factory, not a chemical lab.

 

SMASHA launched with two variants, Endurance and Boost. The first is designed to fuel your body during multi-hour events while the second has been optimised to produce a more intense flow of energy - for that big climb or the sprint finish.

 

The Baby Food Company (yes, that’s their name) is now selling SMASHA online (www.smasha.co.za) with plans to eventually move into the retail sector. They’re currently working on a recovery variant of SMASHA. And for the record, SMASHA isn’t suitable for babies!

 

 


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17 Comments

V18, Oct 22 2018 09:27

"…it comes out of a food factory, not a chemical lab."
Because that "c" word is just the worst. Foodfearmongering at best. Stop it now. If it's gone through the usual food safety tests it (should, bar the polony/listeria incident)be safe.
I'm sure this is a great product. Didn't need to go with the devolution of science spiel.
If something says "organic" or "all natural" or "non gmo" it triggers violent eye rolling in me.
Next step is antivax gels.

Thermophage, Oct 22 2018 09:31

"…it comes out of a food factory, not a chemical lab."
Because that "c" word is just the worst. Foodfearmongering at best. Stop it now. If it's gone through the usual food safety tests it (should, bar the polony/listeria incident)be safe.
I'm sure this is a great product. Didn't need to go with the devolution of science spiel.
If something says "organic" or "all natural" or "non gmo" it triggers violent eye rolling in me.
Next step is antivax gels.

100% ! People are so fearful of the word chemical...that packet is full of chemicals. That's what make up everything in the universe...chemicals.

Guaranteed there are components of it which did come out of a chemical lab, that's 100% certain...The packaging as well

It is not something to be fearful of or be used in marketing as you're just perpetuating the misunderstanding.

 

Otherwise seems like a nice product.

N26, Oct 22 2018 09:43

Just used this for Otter Trail run and was brilliant. Ate nothing else, super easy on the stomach and kept me going with a constant energy release for over 7 hours. Best supplement I have taken as normally struggle with gels after a couple of hours. A friend just ran the Mont Blanc and said the same.

Odinson, Oct 22 2018 12:54

Lekker looking product and vegan ook nogal! 

 

Although I don't use these types of gels, it's seems like a good alternative to the usual sugary gels and the like. 

Underachiever, Oct 22 2018 02:50

This amper looks like an unpeeled banana.  But with some plastic...

lechatnoir, Oct 22 2018 03:31

would like to see nutritional info for this product, but I see none.

 

I'm not a supplement-user, but that said, where's it available? I may just give a bash and see me and Smasha get on

Omumborombonga, Oct 22 2018 08:05

There's also the Rhodes Squish pouches which are considerably cheaper at R9 each or R90 for 12 at Makro. They are pretty good and preservative/additive free. Woolies ones are delicious and are around R20 mark. They have a huge range.

V18, Oct 22 2018 08:21

I did Ezelenduro on Purity and Rhodes squish pouches. Brilliant concept. Not messy at all. Comforms nicely in your back pack. I just wish it was slightly fortified with electrolytes.

dave303e, Oct 23 2018 08:49

Lekker looking product and vegan ook nogal! 

 

Although I don't use these types of gels, it's seems like a good alternative to the usual sugary gels and the like. 

 

Only vegan because it is SA based and we are not affected by the bee shortage, truth is that over seas where the bee shortage is a big issue, bees are dosed with smoked, loaded up and driven farm to farm to pollinate various crops like a commercial workhorse so we can have fresh veggies...

Odinson, Oct 23 2018 11:42

Only vegan because it is SA based and we are not affected by the bee shortage, truth is that over seas where the bee shortage is a big issue, bees are dosed with smoked, loaded up and driven farm to farm to pollinate various crops like a commercial workhorse so we can have fresh veggies...

 

Are you a SMASHA company rep? 

dave303e, Oct 23 2018 12:47

nope?

6th Mass Extinction, Oct 24 2018 11:02

What is the carb content per 120g sachet?

SMASHA, Nov 01 2018 11:02

"…it comes out of a food factory, not a chemical lab."
Because that "c" word is just the worst. Foodfearmongering at best. Stop it now. If it's gone through the usual food safety tests it (should, bar the polony/listeria incident)be safe.
I'm sure this is a great product. Didn't need to go with the devolution of science spiel.
If something says "organic" or "all natural" or "non gmo" it triggers violent eye rolling in me.
Next step is antivax gels.

 

Guilty as charged, that choice of words has no place in a rational discussion. I guess what we meant to say is that because our product is made from fruit & vegetables, it doesn't contain any of the artificial or refined ingredients that are common to many other sports supplements.

SMASHA, Nov 01 2018 11:04

would like to see nutritional info for this product, but I see none.

 

I'm not a supplement-user, but that said, where's it available? I may just give a bash and see me and Smasha get on

Please visit our website (www.smasha.co.za) for nutritional info. You can buy it online and through selected cycle shops (which will also be listed on the website as they're finalised).

SMASHA, Nov 01 2018 11:07

There's also the Rhodes Squish pouches which are considerably cheaper at R9 each or R90 for 12 at Makro. They are pretty good and preservative/additive free. Woolies ones are delicious and are around R20 mark. They have a huge range.

They're good products one and all. One must, however, make a distinction between baby food and SMASHA. They're not the same thing, the energy and nutrient profiles are very different. SMASHA ingredients are noticeably more expensive than those found in baby food, hence the slight price differential.

SMASHA, Nov 01 2018 11:09

Only vegan because it is SA based and we are not affected by the bee shortage, truth is that over seas where the bee shortage is a big issue, bees are dosed with smoked, loaded up and driven farm to farm to pollinate various crops like a commercial workhorse so we can have fresh veggies...

Um, it's vegan because it's made from fruit and vegetables, and doesn't contain any dairy products. AFAIK, the bee angle doesn't feature on the vegan classification.

SMASHA, Nov 01 2018 11:11

What is the carb content per 120g sachet?

 

It varies between 15 and 22 g, depending on variant.