Sur Nutrition
Sur Nutrition is an American company that produces plant-based dietary supplements and nutrition products. Founded in 2017, the company operates under the domain name sur.co and markets its products primarily to endurance athletes and ACTIVE consumers.
History
Sur Nutrition was founded in 2017 by members of the Van Drunen family, whose agricultural background has been cited as an influence on the company's focus on plant-based nutrition. During its early years, the company developed plant-based dietary supplements for endurance athletes and active consumers.
In 2017, the company launched AltRed under the name Sur PhytoPerformance. AltRed is a phytonutrient supplement that uses a patented process to isolate betalain compounds from beet pigment. According to Bicycle Retailer, clinical studies conducted at the University of California, Davis reported statistically significant improvements in endurance performance and recovery markers, including heart rate and perceived exertion, among runners and triathletes using the supplement. AltRed has received third-party certifications from NSF Certified for Sport and Informed Choice Trusted by Sport, indicating that the product has been tested under the standards of those certification programs.
In 2018, Sur PhytoPerformance expanded its marketing activities by sponsoring the Timex Multisport Team, ultrarunner Cat Bradley, and obstacle course racing athlete Nicole Mericle.
In June 2025, the company introduced its Organic Meal Replacement Shake at The Running Event trade show in Austin, Texas, expanding its product portfolio to include meal replacement products. During the event, the product received a New Product Showcase Award.
Regulatory framework
As a dietary supplement company operating in the United States, Sur Nutrition's products are regulated under the Dietary Supplement Health and Education Act of 1994 (DSHEA). Under the Act, dietary supplements are not subject to premarket approval by the U.S. Food and Drug Administration (FDA) for safety or effectiveness before they are marketed. Some Sur Nutrition products, including AltRed, have obtained third-party certifications such as NSF Certified for Sport and Informed Choice Trusted by Sport.
See also
- Plant-based diet
- Vegan nutrition