Top secret · Creator & athlete launch brief

Meet GEL X.

You are getting early access to the next generation of energy gels. GEL X is embargoed until launch at 4pm on 17 August 2026.

View the deliverables Request your media pack Join KMC Collabs
Top secret · Embargoed until launch 17 August 2026, 16:00 BST
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00Hours
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2Required videos
45gDual-source carbs
200mgSodium
17 AugLaunch at 16:00

The collaboration

Two videos. One full GEL X Media Pack.

We will send approved creators and athletes a complimentary GEL X Media Pack with free UK delivery. In return, we are asking for two authentic pieces of social content: an indoor unboxing and a real-world outdoor test.

GEL X has been developed over more than 18 months, through over 100 samples and 19 formulations tested with athletes and customers. Your job is to bring that story to life.

Deliverables

What we need you to create.

01

Video One · Indoors

Video One - Unboxing

Introduce the product, show the texture and explain why GEL X is different.

Hook ideas - prompts only

“KMC just sent me their new high-carb energy gel with 45g carbs, 200mg of sodium plus no minty flavour! Which feels illegal, but here we are.”

“If you hate mint, Kendal Mint Co just launched this brand new 45g carb gel, with 200mg of sodium, and get this... No strong mint flavour! I have so many questions.”

  • Open and show the samples on camera.
  • First there was GEL, then GEL+, now GEL X.
  • Explain that it is built for athletes who need bigger fuelling numbers: 45g carbohydrate and 200mg sodium, without flavour fatigue or carrying tons.
  • Share your reaction to the fact that a brand literally called Kendal Mint Co has made a gel with no mint.
  • Show the super-light texture by opening the gel and pouring it onto a surface or close to camera. Compare it with another gel if you like.
  • Mention that GEL X has been in development for over 18 months, with over 100 samples and 19 formulations tested with athletes and customers.
  • Tell viewers where to find GEL X and where to find your link and code.
  • Close with: “I’m going to put it to the test properly on my next run. Find out how it went in my next video.”
02

Video Two · Running, cycling or moving

Video Two - Outdoor

Use GEL X in motion and capture an honest, immediate reaction.

Hook - say the name: GEL X

Hold the gel close to camera, ideally in a selfie shot, and say: “Testing GEL X.”

  • Take the gel on camera while moving and capture the reaction on your face.
  • Give a one-word taste reaction - nothing else, just one word.
  • If you are using it over a long distance, explain how it makes you feel to have it with you and after taking it.
  • Mention 45g carbohydrate: 50% more carbohydrate than an average gel.
  • Mention 200mg sodium.
  • Give your honest opinion of the texture.
  • Explain that there is no strong mint flavour and only natural flavour, with no artificial flavours, which means no flavour fatigue.
  • Close with: “This is the last gel I’ll ever need” or “This is the last gel you’ll ever need.”
  • Tell viewers where to find GEL X and where to find your link and code.

Your reward route

Share it. Earn from it.

Team Collabs / influencers

Earn 5-15% commission

Share your 10% audience discount and earn commission on orders placed through your KMC Collabs link or code.

Join KMC Collabs
Existing customers

Earn £4 per new customer

Share your referral link. Every new customer earns you £4 and receives 100 bonus Recharge Reward points.

Get your referral link

Important

Dates, rules and delivery.

These requirements protect the launch and make sure we can use your content effectively.

  1. Agree to the embargoDo not publish before 17 August 2026 at 16:00 BST.
  2. Sign the content releaseRead and sign the KMC content release agreement.
  3. Send the raw footageSend high-resolution files to social@kendalmint.co.uk using WeTransfer by 11:59pm on 10 August 2026.
  4. Publish at launchPost from 16:00 BST on 17 August 2026 and tag @kendalmintco as a collaborator where possible.
  5. Leave your reviewUpload your content as a GEL X product review.

Code placement: Do not say your code or display it as an overlay. Put it in the description or your profile bio and tell viewers where to find it.

Clothing: Wear non-branded or minimally branded clothing, with no competing nutrition brands visible.

Media pack request

Accept the brief and request your pack.

Approved requests include one complimentary GEL X Media Pack and free UK shipping. Complete every required agreement and your UK delivery details below. Submission does not guarantee approval.

Creator contact social@kendalmint.co.uk

Kendal Mint Co creates practical endurance nutrition inspired by the Everest-conquering legacy of Kendal Mint Cake.