The 1% Page.

Most wellness brands slap “scientifically proven” on a neon tub and pray you never ask the obvious question: “Proven where?”

This page is for the tiny fraction of you who actually click that question.

We’re keeping it simple: what the rules say, what the science says, and how we connect the dots without playing marketing games.

01. If you only read three lines, make them these

If you want the absolute baseline upfront before diving into the legal and chemical details, remember these three things:

1. Our copy is handcuffed on purpose.

   If we say “magnesium contributes to the reduction of tiredness and fatigue”, it’s because that exact sentence exists in the government register and our high dose allows it. 

   We don't embellish or add marketing adjectives.

2. We walked away from the market's favorite water-absorption claim to avoid loading you with sugar.

   To legally claim a drink "enhances water absorption," the law requires us to add massive amounts of glucose. 

   We refused.

   That is not a bug. It’s the point.

3. Your sweat is salty. UpBy9 is just raw minerals for salty sweat.

   That’s the honest core. Everything else is packaging.

02. Why this page exists

In the UK, you’re not allowed to just throw around health benefits because they sound good on an Instagram ad. 

You have to stay strictly inside the Great Britain Nutrition and Health Claims (NHC) rules, or the advertising regulators will eventually knock on the door.

So:

• The Red-Tape section below tells you the plain-English version of the law.

• This Evidence Ledger shows you the source material, so you can see we aren’t making it up.

You don’t need this page to use UpBy9.

But if you enjoy reading dry PDFs with 300 academic references, this is your new playground.

03. The "water absorption" claim we deliberately walked away from

There is an officially approved claim that sounds perfect for traditional sports drinks:

“Carbohydrate-electrolyte solutions enhance the absorption of water during physical exercise.”

To legally use that sentence, a drink has to meet strict conditions of use:

• 80–350 kcal per litre from carbohydrates.

• At least 20–50 mmol/L of sodium (roughly 460–1,150 mg per litre).

• Most of that energy coming from fast carbohydrates like glucose, glucose polymers, or sucrose.

In plain terms: if you want that claim on the box, you build an energy-dense sugar-and-salt drink.

We read the rules. We understood the rules. Then we chose zero sugar on purpose. 

Because of that, UpBy9 is not a “carbohydrate-electrolyte solution” under that rule. 

We cannot and will not use that claim in our copy.

If you want the official government badge, you need the sugar to match. 

We’d rather break up with the badge than flood your system with glucose.

04. What the register actually allows us to say

The nutrition and health claims rules don’t care about brands; they care about nutrients. If your formula delivers a high enough dose of a nutrient per serving, you can use the exact pre-approved line for that nutrient. 

Not more. Not less.

Magnesium

Because we pack a heavy dose of bioavailable Magnesium Citrate into every sachet, the law allows us to state these flat biological facts:

• Magnesium contributes to the reduction of tiredness and fatigue.

• Magnesium contributes to normal muscle function.

• Magnesium contributes to electrolyte balance.

Potassium

Because every sachet delivers a meaningful dose of Potassium Chloride, we are allowed to say:

• Potassium contributes to normal functioning of the nervous system.

• Potassium contributes to normal muscle function.

• Potassium contributes to the maintenance of normal blood pressure.

The Sodium & Chloride Reality

You will notice our marketing copy does not make positive health claims for Sodium or Chloride.

Why? Because the UK register does not contain approved positive health claims for raw sodium intake, and the approved claim for chloride (which relates to normal stomach acid digestion) cannot legally be claimed if the source is standard sodium chloride (salt).

Our internal rule is strict: if the nutrient level meets the register’s conditions, we may use the exact claim. If it doesn’t, we don’t “creatively rephrase” it.

We shut up.

05. What sweat actually looks like

Now, out of the legal world and into the body. Endurance and sports-science research shows a few consistent realities:

• Sweat rate during heavy or hot exercise can easily reach 1–3 litres per hour in some people.

• Sweat sodium concentration is hugely individual – roughly 200–2,000+ mg of sodium per litre of sweat across different people.

• That means some people can lose around 0.5–6 grams of sodium per hour in extreme conditions.

Reviews on sodium and exercise recommend replacing meaningful sodium during long, hot efforts, especially past the two-hour mark, to support fluid balance and blood volume, while warning that the exact “perfect” dose is entirely individual.

Key idea: You don’t just lose water. You lose salty water. Mostly sodium and chloride.

We designed UpBy9 as a high-sodium, zero-sugar option for people who sweat like that and don't want a dessert with their long run.

We are not claiming it will cure dehydration, improve your endurance, or make you perform better.

We are simply saying it gives you the core mineral hardware that sweat science obsesses about, without the carbohydrate baggage.

06. How we connect law + science to UpBy9

Putting it together:

1. Law sets the language. We use only authorised wording for magnesium and potassium, and only because the formula hits the required levels.

2. Science sets the direction. Sweat research tells us the real issue in long, hot, hard efforts is salty fluid loss, not just water loss.

3. UpBy9 makes the trade-off explicit. We chose serious sodium and mineral dosing to align with what your sweat actually leaks. We chose zero sugar, knowing we would lose access to the nicest-sounding health claims.

Brands don’t normally say that out loud. We prefer you see the trade in daylight and decide if it fits how you train.

07. Starter reading list

If you actually read studies, start here:

• Official Rules & Composition

  • The official Great Britain Nutrition and Health Claims (NHC) Register maintained by the UK Government.

  • The EFSA Scientific Opinion on Carbohydrate-Electrolyte Solutions detailing the mandatory calorie windows and sodium minimums required for water-absorption claims.

• Official Mineral Health Claims

  • The UK NHCC Guidance on Authorised Health Claims for individual profiles like magnesium and potassium.

• Sweat, Sodium, and Exercise Dynamics

  • Inter-individual variability in sweat electrolyte concentration of endurance athletes — Data maps showing the massive 200mg–2,000mg sodium loss intervals in real athletes.

  • Reviews on sodium intake and endurance performance — Academic consensus on why sodium replacement matters in long, hot events, and where the evidence is still messy.

You do not need to read any of these to use UpBy9.

But if someone ever tells you “all electrolyte mixes are the same”, these are the sources.