LMNT Scandal! What You Need to Know

A popular brand of electrolytes, LMNT, what just "exposed" for containing Maltodextrin, a high glycemic index sugar. Is this a true Scandal, or just Hype? Let's Dig In...

I’ve made a video on this topic as well, but include a written version for those newsletter subscribers who prefer to read.

But, for those who prefer to read, here’s what you need to know about the LMNT Scandal.

The History

LMNT is a famous brand of electrolytes that built their brand on a promise of “No Sugar” and “No Dodgy ingredients”

But recently it was exposed that LMNT actually includes maltodextrin, a high glycemic index sugar.

After one co-founder mistakenly said that the protein contains “No Maltodextrin,” is was later clarified that - despite not being listed among the ingredients - there was 4 mg of maltodextrin, which is so minuscule as to be likely physiologically irrelevant.

The reason this maltodextrin wasn’t included in the ingredients is that the small amount functioned as a “flavor carrier,” and was thus subsumed in the “Natural Flavors” item of the ingredient list.

As an aside on the term "Natural Flavor:" "natural" is not legally defined in the United States; therefore, there are many loopholes that allow manufacturers to add artificial chemicals to natural flavors.

But then it was further exposed that LMNT products may have far more than 4 mg… mot like 250 – 550 mg, about 100-fold more.

That relative difference is a lot – but the fact of the matter is that even at 550 mg, or ~1/2 g, you’re still getting a very tiny dose.

To look at it a different way, to get the amount of carbs from LMNT electrolytes as are in 1/8 of a banana, you’d need ingest about 8 full grams of sodium.

So – physiologically speaking – it’s still somewhat of a nothing burger for most people.

However, people are fuming… and I understand why. It’s about trust.

Trust: The Missing Ingredient

In the war between Big Food and Personal Health, there are so few brands’ people feel they can trust. So, when that trust is breached – as here through a failure to disclose an ingredient – people understandably become irate.

It’s not so much about the maltodextrin, but the apparent coverup.

Now – I’m not, to be clear, making any accusations at the LMNT team. What I am saying is that this is how it appears to people, that the maltodextrin content was intentionally excluded to help with brand perception and increase sales. That might not be the reality; however, when it comes to the brand… the perception is what matters.

Here are some Twitter comments that reinforce my point:

That said, I also like this comment:

I like this comment because it acknowledges a reality in the market – there is pressure to craft your story in the most aesthetic way possible. You can see how a company could be swayed to omit from the ingredient’s list an ingredient that “looks dodgy” given the dose has questionable biological relevance.

That said, I don’t think it’s up to the company teams to determine what is or is not relevant. I think that should be left up to everyone on their N = 1 journey. And I can see clearly others feel the same.

So, what do you I suggest…

Well, speaking to individuals, biologically speaking I don’t think the half a gram, max, of maltodextrin is a big deal for most people. But it’s up to you – not me – to make that determination. Now you know, and now you can decide if you want to look at other vendors for your electrolyte needs, bearing in mind – however – this failure to disclose is likely a broad problem.

But I also suggest you keep an eye on LMNT.

Here’s why, now speaking to the company as I know their founders follow me: Hey guys, I think this is a moment where you can brand differentiate.  Clearly, trust has been breached and people are angry. And I would understand the reflex to get defensive based on the low dose of the “flavor carrier” and possible labeling loopholes. But what I think may go down better is an “own up” and apology.

From LMNT Co-founder

While making my response and reflect video, I wanted to reach out to the company co-founders to get their side of the story. Co-founder Robb Wolf replied and had this to say. I personally thought it was a solid response. I’m impressed.

And, once again, here’s the video version, which includes a few more details.