BERKELEY, CA (BRAIN) — GU Energy Labs is launching a new limited-edition flavor of its Roctane energy gel with all profits from its sale donated to a program that buys prosthetic limbs for children. The company hopes to raise $50,000 in the campaign.
GU is working with the Challenged Athletes Foundation on a program it calls “Challenge for Kids.” Besides the profits from sales of the special-edition gel, the campaign includes an online fundraising component also dedicated to reaching the $50,000 benchmark.
Donations can be made at www.Challengedathletes.org/GU. The site allows supporters to sponsor athletes raising money for the cause through their participation in events. One of those athletes raising money for the campaign is Jeff Schmidt, an amputee whose finish in last year's Ironman World Championships helped spark the Challenge for Kids campaign.
The special-edition Passionfruit Roctane went on sale on the GU Energy website and at retail locations starting Wednesday at $19.95 per box of eight gels.
