Flavor fatigue hits hardest when athletes need fuel the most—during the final stages of training or competition. It’s not just boredom; it’s sensory overload. The flavors become too intense, leading to palate fatigue, loss of appetite, and even aversion to nutrition. 😵‍💫 In his early days on the pro tour, Skratch founder Dr. Allen Lim noticed how high-volume fueling with little variety led to real discomfort. Athletes described it as background noise for the taste buds—constant, overwhelming, and impossible to ignore. Our solution? Great taste with a lighter touch. We created products that are flavorful but not overpowering, using real ingredients without artificial colors or extras. They taste good, rinse clean, and won’t wear you out. Even the mechanics noticed: bikes were easier to clean, and athletes kept fueling without hitting the flavor wall. 🚴‍♀️🍋