Subscribe to 
for FREE priority shipping | Learn more
member | You get FREE priority shipping
Spend £50 or more & get a free Zooki Sample Pack
Informed Choice is a voluntary quality assurance programme for reputable supplement companies so they can minimise the risks of banned substances contamination. Supplement users can have assurance they aren't subjecting their bodies to banned substances which can often have adverse and harmful effects.
Established in 2007, Informed Choice is a global retail monitoring and quality assurance programme that helps reduce the risk of impurities and banned substances entering products. All products bearing the Informed Choice logo or on-pack descriptor allow supplement users to know the product has undergone regular rigorous checks and tests. It’s important for any active individual to be mindful of what is in their supplements in order to protect their health. The ingesting of banned substances can lead to severe health effects, or even death, depending on the levels ingested.
The key difference between Informed Choice and Informed Sport is the frequency of testing done. Informed Sport certification means every batch/lot of a product is tested before it’s released to market. This means every flavour or variation of a product is tested. Post-certification also includes further assurance through regular blind testing, where the products are purchased from retail and tested again. Athletes can visit informed-sport.com and confirm a batch of a certified product has been tested.
Informed Choice testing is done through monthly blind sampling. This means the LGC laboratory team purchases the product from retail outlets such as brick and mortar stores or websites where it is sold and it is then tested. At least one lot/batch of the product is tested every month, but not all like with Informed Sport. The lots of certified products that have been tested are listed on informed-choice.com.
Designed for athletes of all levels, GU Energy Gel is the ultimate fuel solution that balances simplicity, efficiency, and powerful energy support...
View full details
GU Roctane Energy Gels are expertly crafted to meet the demands of athletes pushing their endurance limits. Packed with a precise blend of fast-ab...
View full details
GU Liquid Energy Gel offers a dynamic blend of energising ingredients in a refreshingly smooth liquid form, crafted to keep you performing at your...
View full details
The GU Roctane Energy Drink Mix is formulated to fuel the demands of ultra-endurance athletes and rigorous workouts. Designed with a science-backe...
View full details
