| PURE Sports Nutrition | Natural Sports Nutrition

PURE Sports Nutrition is a proudly New Zealand brand founded in 2012 by brother and sister team, Simon and Marewa Kraak. As athletes, they recognised a gap in the sports nutrition market: products that were not only effective but also clean and natural. Driven by their shared passion for performance, health and wellbeing, they set out to create performance nutrition products that combine the integrity of real ingredients with the precision of sports science. The result is a trusted brand that delivers effective, great-tasting nutrition without compromise - laying the foundation for PURE.

From the beginning, their philosophy has been clear: sports fuel should be as natural as possible while delivering scientifically proven results. Every PURE energy gel, PURE sports drink, PURE recovery powder and PURE sports supplement reflects a commitment to high standards of ingredient quality and flavour - to support performance and inject enthusiasm into your nutrition strategy for marathon training and beyond. This commitment has led PURE to develop innovative and natural sports nutrition formulas trusted by professional athletes, weekend warriors and anyone serious about endurance and recovery. Today, PURE continues to be supported by a wide community of athletes and ambassadors who share their values of clean performance.

The PURE Sports Nutrition range is designed to meet the diverse needs of athletes while maintaining a clean and wholesome approach. PURE energy gels are crafted with a precise balance of carbohydrates and electrolytes, providing fast-acting fuel for sustained performance. What makes PURE natural energy gels stand apart is their use of real fruit ingredients while catering to different preferences in consistency and taste. This thoughtful approach ensures athletes can find a running gel or sports gel that works best for their unique training or competition demands, while minimising flavour fatigue.

Athletes can choose from vegan energy gels, caffeinated energy gels for an extra boost, or gels sweetened with New Zealand honey for a natural energy source. You even have your choice in texture - with PURE Fluid energy gels for running, cycling and rowing catering to athletes that have a preference for a more liquid-like consistency compared to standard sports gels.

Their flagship and most popular product is PURE electrolyte hydration - an isotonic sports drink. Isotonic means that the sports drink contains a similar concentration of minerals and sugars as your blood, allowing for rapid absorption and hydration without discomfort - while helping keep your electrolyte levels in balance. By blending carbohydrates and electrolytes with freeze-dried fruit powder, PURE has created an electrolyte drink that not only replenishes energy as part of your recovery nutrition, but also tastes refreshing. It’s among the best hydration for runners and other performance-focused athletes seeking more natural sports nutrition. 

Every step in the process of PURE Sports Nutrition is guided by quality control and a respect for ingredients. Whenever possible, the brand sources locally within New Zealand, ensuring freshness and supporting local producers. Their sports nutrition for runners, cyclists and triathletes are crafted with meticulous attention to detail, allowing athletes to trust what they put into their bodies.

Beyond products, PURE Sports Nutrition is deeply engaged in the sports community. The brand sponsors events and athletes across multiple disciplines including running, cycling, netball, rugby, triathlon and sailing, supporting both rising talents and elite competitors. This active involvement demonstrates their belief that sports nutrition is more than fuel - it’s about empowering you to achieve your goals as an athlete.

PURE continues to refine its formulations of New Zealand-made sports nutrition, combining sports science with wholesome ingredients to provide reliable, natural performance fuel. With a philosophy rooted in authenticity, innovation and community, PURE has become a brand that athletes across the world trust. Whether it’s hydration, energy or recovery, PURE delivers sports nutrition your way - clean, effective and uncompromising.