A couple of thoughts:

Personally $20 is about the right price point. I'd worry the 40 serving size would spoil before I used it all.

$1/serving is too high. I typically buy a 24 pack of GU for $20-$22, and those are single serving packets.

It's a crowded market; you'll need a significant differentiator (ex. performance, price, etc.) to make a go of it.

---

ECMGN Therapy Silicon Valley:
Depression, Neurocognitive problems, Dementias (Testing and Evaluation), Trauma and PTSD, Traumatic Brain Injury (TBI)

Where are you buying your gels from for $22-24?

I pay $110 for 4 26serve jugs from Hammer and that is by far the cheapest I've found!

http://www.trisports.com/gugel24pack.html

$.83 minus another 10% from the slowtwitch coupon code + shipping

Same here. I pay 61 cents per serving for a Powerbar Gel. $1 per serving is waaaay to high.