Sports Nutrition products were initially launched as hydration products with the primary purpose of replacing the electrolytes lost during activity. These then evolved into a next generation of products with glucose, maltodextrin and other carbohydrate sources for 'energy'. The increased presence of these simple sugars in the so-called energy drinks result in spike and crash, repeat dosings, gastric distress, impaired metabolic state and adverse effects on overall health. Hence, today's nutritional landscape is riddled with consumer problems, ranging from epidemics of obesity and diabetes to malnutrition. The present products do a poor job of delivering their intended benefits. It is time to question the existing options and challenge the current practices. There is much need for INNOVATION.