GoodSport Nutrition announced the release of its natural sports drink, bringing “three-times the electrolytes and 33% less sugar than traditional sports drinks,” it says. With no artificial flavors, colors or dyes, GoodSport harnesses the naturally occurring electrolytes and carbohydrates found in milk to deliver elite-level hydration, it adds

The drink has deep roots in Wisconsin as it was developed in large part at the checkoff-funded Center for Dairy Research at the University of Wisconsin-Madison, where the team learned ultrafiltration could be used to harness milk’s electrolytes, vitamins and carbohydrates to create a clear, lactose-free beverage with a mouthfeel that consumers expect from a sports drink, the company notes.

“As a farmer, it’s reassuring that someone outside of the agricultural community has the confidence in the milk we produce to develop a product that takes the nutrition of milk, and moves it forward in a new and exciting way,” said Wisconsin dairy farmer Kurt Loehr in a statement, at the time of release.

Dr. Bob Murray, co-founder and former director of the Gatorade Sports Science Institute, who helped oversee GoodSport’s formulation, added: “Having spent my career in hydration and exercise performance research, I've known milk has the ingredients to provide superior hydration, but never before has anyone found a way to transform milk into an extremely effective and refreshing sports drink. It's exciting to be part of the team that's bringing something entirely new with superior hydration to the sports drink category.”

Packaged in 16.9-ounce bottles, GoodSport comes in four flavors: Lemon Lime, Fruit Punch, Wild Berry and Citrus, and in addition to Wisconsin retailers, is available on Amazon, as well as the company’s website.