Tom’s Hardware: Gamer Grub: Performance Snack Food?

September 30, 2008 by Michael Brown, Tom’s Hardware

If Keith Mullin has his way, we might soon see a sixth food group in the USDA’s Food Pyramid: Cognitive Performance Snacks. Mullin calls his invention “Gamer Grub” and maintains that it is “formulated to boost your brain and speed reaction times.”

Gamer Grub will be available in four flavors considered to be popular with gamers (“Strategy Chocolate,” “Action Pizza,” “Racing Wasabi,” and “Sports PB&J” (that’s peanut buter and jelly to the uninitiated), but two features will set this snack apart from the chips, pizza, popcorn, and similar snacks foods on which gamers are known to subsist: a proprietary mix of vitamins and other supplements, and a unique “delivery system” that will enable one to consume the product in the midst of gaming without leaving one’s fingers, keyboard, and mouse slick with grease.

The delivery system comes in the form of flip-top lid on top of an ergonomically shaped plastic container that is easily gripped with one hand. The supplements range from Vitamin A (for improved eyesight) to Magnesium (for the maintenance of muscle and nerve functions) to Choline (for muscle reactions). While the Gamer Grub website seems to make these claims in a tongue-cheek-fashion, it also provides citations to scholarly research to back its nutritional claims.

Mullin, a sometime gamer himself, originally developed the Gamer Grub concept for a General Mills’ snack inventors’ contest. The cereal-maker declared Mullin’s entry a winner, but ultimately decided against manufacturing the product; so Mullin decided to develop it himself. This is not his first invention…

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