Bloomberg: This Sports Gel Built a Cult Following Among Extreme Athletes

In November 2016, Einhorn started offering HANAH ONE in a 1.1-oz. serving, packaged in a recycled cardboard-and-foil tube that’s easy to rip open with your teeth and squeeze into your mouth while biking or running. After mountaineer Jimmy Chin and snowboarder Travis Rice endorsed the product on social media, it gained a cult following.