Those of us who have been in the sporting goods industry for a long time will fondly remember the tubs of Quench gum always on display at Mueller Sports Medicine booths at every trade show. So it is welcome news that the sports medicine company has come out with a new formula, look and campaign to refresh a product that’s been around since the 1970s.

Taking advantage of the advances in sports drinks and supplements to improve and enhance athlete performance, the new Quench Electrolyte Sports Gum is now packed with electrolytes and “bursting with flavor,” according to the company. (Editor’s Note: I always preferred the orange for those long days at The Super Show.)

"We know that every athlete is looking for an edge," says John Cayer, president of Mueller Sports Medicine. "The New Quench Electrolyte Sports Gum quickly eliminates dry mouth so each athlete has an opportunity to achieve the level of performance they desire. This great-tasting gum helps them reach their new peak of performance."

The relaunch features a new and improved product that acts fast to quench the thirst of athletes with more electrolytes, longer-lasting natural flavors and a softer chew. It is available in variety packs that include fruit punch, grape, orange and lemon.

A digital advertising campaign will focus on the "Find Your New Peak" tagline and target athletes by showing the burst you can get when using Quench to eliminate dry mouth.

At this point Quench Electrolyte Sports Gum is being sold at Target, Dick's Sporting Goods, Dunham's Sporting Goods and Scheels and online at Amazon and QuenchGum.com. It is available in 300-piece tubs, 200-piece buckets, 25-piece boxes and 15-piece bags. Yum.