Generationucan

The UCAN Company, based in Woodbridge, Connecticut, manufactures and distributes nutrition products under the Generation UCAN brand. Its products are built around "SuperStarch," a patented, non-GMO food starch that is specially cooked to deliver a slow release of complex carbohydrates without a significant blood-sugar spike and crash. The company positions the ingredient as an energy source that works without sugar, caffeine or other stimulants, and describes benefits including steady sustained energy, no gastrointestinal distress, and a dual-fuel profile that draws on both carbohydrate and fat stores. Independent lab testing cited by the company indicated that the product maintains glucose levels during and after activity.

Generation UCAN was publicly launched in Boston in April 2010 around the Boston Marathon, initially as single-serve drink powder packets mixed with water and taken before activity for sustained energy or afterward for recovery. Early flavors included Pomegranate-Blueberry, Lemonade, Plain, and vanilla and chocolate versions with protein. By 2018 the portfolio had expanded into both powder and bar formats in multiple flavors. The company also notes broader applications for SuperStarch beyond athletics, including weight management, and has an advisory board of sports nutritionists and scientists.

Founding story

SuperStarch, the carbohydrate at the core of the company's products, was originally developed for Jonah Feldman, a child with a rare disease preventing his body from producing its own blood sugar and causing frequent hypoglycemic episodes. During further testing the founders concluded that the same slow-release energy source benefited athletes who need to manage glucose levels, and Generation UCAN was formed on that basis. Jonah's father, David Feldman, is a co-founder of The UCAN Company.

Business model

The company manufactures and distributes branded consumer nutrition products, selling online through its own site, directly to collegiate and professional teams by phone order, through specialty retail, and via a network of international resellers and country distributors.

Revenue comes from sales of consumer nutrition products in powder and bar formats, including single-serve packets, sold direct-to-consumer, through retail, and through distributors and resellers.

Traction

Adoption by professional runner Meb Keflezighi, the only marathoner to have won both the Boston and New York City marathons and an Olympic medal, plus use by Olympic, professional and collegiate athletes and teams; by 2018 the company reported broadening popularity among fitness consumers and low-carb enthusiasts and had expanded from drink powders into bars.

Latest developments

In June 2018 the company completed a $5.75 million Series D financing led by eighteen94 capital, Kellogg Company's venture capital fund, with S2G Ventures also participating, to fund product portfolio expansion, branding and distribution; eighteen94 managing director Simon Burton joined the board.