Focusing on maximising training performance without compromising on taste, the new Decibel range is hoping to make some noise in the sports supplements market.

Unique blended flavours such as cola, wild berries and pink lemonade are used in the range from new UK company Decibel Sports Nutrition. The products include ‘Water Whey’, ‘Whey Concentrate’, ‘Protein Blend’, ‘Mass Gainer’ and ‘Pre-Workout’, and have been created to appeal to gym-goers, bodybuilders and athletes. The Decibel range utilises scientifically optimised formulas and patented ingredients.

Company director Adam Johnson said that while the sports nutrition market was “arguably an overcrowded place, with a lack of differentiation between one product to the next”, Decibel had identified an opportunity “to not only use active ingredients to increase performance, but also to improve taste”. The aim is to create a lifestyle brand that has mass appeal across numerous markets, he said.

“Water whey is predicted to be a huge growth area in sports nutrition, and we are confident that Decibel will prove to be one of the ground breakers in this market segment,” said Johnson. “The products have the consistency of a soft drink, and the nutritional content often only associated with shakes.”