Huma Gel is a veteran-owned company from the U.S., founded in 2012 by two young grad-school students who were tired of awful energy gels. Inspired by a chia-based energy drink from the Tarahumara, a Mexican tribe which is famous for long distance running, they invented an all natural energy gel with chia seeds which provides optimal nutrition for endurance sports. They are now the best-selling all-natural energy gel in the world.