GNC adds exclusive military-tested beverage line

Echelon, now found exclusively at GNC, was developed alongside U.S. Military members and comes in three unique flavors.
Zachary Russell
Associate Editor
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Echelon can1

Health and wellness retailer GNC has announced a new and exclusive product launch with Echelon, a new military-developed performance beverage created by _USA, a military-centric CPG brand. Past GNC exclusive launches include the plant-based PlantFuel and fitness celeb-backed Podium Nutrition.

Co-founded by Justin Guilbert, co-founder of coconut water company Harmless Harvest, and Benjamin Bernet, former L'Oréal executive, Echelon was developed over two years alongside 2,000+ U.S. Military service members who tested and provided feedback across several iterations of the beverage product. The new formula combines energy and pre-workout essentials such as 300mg of caffeine and 200mg of l-theanine for potent energy and a focused buzz, beta-alanine to target muscular endurance, and a NOS blend to enhance blood flow. Echelon is formulated with low-GI carbohydrate Isomaltulose and fiber. 

"Echelon exists because an outstanding group of military service members asked us for a better, smarter, stronger energy and pre-workout source,” said Justin Guilbert, co-founder of _USA. “Two years and dozens of iterations later, this first of its kind 'live' collaboration produced a formula that exceeds their expectations and our wildest dreams.” 

Echelon comes in three different flavors, each with a spicy kick from Capsaicin, an active component found in hot peppers: Berry Habanero, Watermelon Thai Chili and Yuzu Cayenne.

Echelon has launched its products in partnership with The Green Beret Foundation (GBF), a non-profit organization that provides Special Forces Soldiers and their families with emergency and ongoing support. A portion of proceeds from each unit sold will go to the Green Beret Foundation, and the organization's logo will also be featured on every Echelon can.

“With this exceptional product and mission, we sought out the industry and community leaders that walk the talk, specifically toward our military community,” added Guilbert. “We're thrilled to count GNC and The Green Beret Foundation as strategic partners, likeminded organizations enabling us to deliver this innovation across the country while supporting the community."