GU Energy Labs makes energy gels, waffles, hydration tabs, and recovery drink mixes for endurance athletes. The brand created the energy gel category itself in 1993, when founder Dr. Bill Vaughan mixed the first formula in his Berkeley kitchen to help his daughter run ultramarathons without stomach issues. Three decades later, GU remains based in Berkeley and continues to lead the category it invented.

GU's products are formulated to fuel athletes across all levels and disciplines, from half marathons and trail running to cycling and gym training. The brand positions itself as a problem-solver for active people seeking sustained energy, hydration, and recovery support during demanding physical activities. Beyond product innovation, GU is committed to supporting communities and environmental causes through its philanthropy program, GU Gives.