Joanna Cosgrove01.01.08
Gatorade Starts the Year Off on a High Note
With three new launches in 2008, the brains behind America’s most popular sports beverage will be quite busy.
By
Joanna Cosgrove
Online Editor
When it comes to the sports drink industry, Gatorade was the brand that started it all. But when Gatorade inventor Dr. Robert Cade passed away last November at the age of 80, the company ended 2007 under a cloud of mourning. But with 2008 came a fresh start for the PepsiCo-owned company, thanks to the launch of three new beverage sub-lines poised to reinvigorate the brand and create new Gatorade-guzzling opportunities.
The first beverage is rumored to be one of the brand’s biggest launches it its history. G2 is a variant of the original Gatorade formula that the company termed a “lifestyle” beverage formulated for off-field consumption. “Our research showed a big need for this type of product because the choices athletes make off the field can affect their performance on the field, and hydration is a part of that,” said Jill Kinney, a Gatorade spokesperson. “Hydration off the field is important in ensuring that athletes show up to competition well hydrated – as dehydration can negatively impact performance. Research shows that as many as 50-70 percent of competitive athletes currently show up at practices or games inadequately hydrated – which means athletes need to do a better job of hydrating when they’re off the field so they’ll be better prepared to perform on the field.”
The key points of difference between traditional Gatorade and G2 is that G2 boasts only 25 calories and 7 grams of carbohydrates per 8 oz. serving, versus Gatorade’s 50 calories and 14 grams of carbohydrates per 8 oz. serving. Both beverages, however, contain the same electrolyte levels - 110 mg sodium and 30 mg potassium per 8-oz. serving - to help maintain electrolyte balance, encourage athletes to drink more, and help with fluid retention. “Properly flavored beverages with electrolytes have been shown to encourage athletes to drink more and stay better hydrated and the electrolytes help athletes hold on to the fluid instead of losing it through urination,” said Ms. Kinney.
G2 is available in Fruit Punch, Orange and Grape flavors in 12, 20 and 32 oz. bottles and retails for between $1.29 and $1.39.
New Sub-lines
The Propel Fitness Water brand solidified Gatorade’s presence in the highly lucrative functional water category. The company recently added to the line with the launch of a new caffeinated version dubbed Propel Invigorating Water.
“We developed Propel Invigorating Water because our consumers told us they were looking for a sensibly caffeinated, low-calorie beverage to consume throughout their active day,” said Ms. Kinney.
Sold in Strawberry, Citrus and Berry flavors, a 20-oz. bottle of Propel Invigorating Water contains approximately the same amount of caffeine as a cup of tea (50 mg), as well as vitamins B6, Niacin (B3), and Pantothenic Acid (B5) to aid in energy metabolism. There is approximately 50 calories per bottle. The product retails between $1.29 and $1.49.
The third new product in Gatorade’s 2008 new beverage rollout is Gatorade Tiger, a sub-line created in collaboration with the world’s most famous professional golfer, Tiger Woods. The venture charters new territory for Gatorade as it is the first-ever licensing deal for the $5 billion brand (U.S.) and Tiger Woods’ first-ever endorsed sports beverage.
Mr. Woods was quoted as saying, “Gatorade has been part of my game plan for years, whether I’m training or competing, so this is an ideal match. I’m eager to launch my first signature product and look forward to developing additional sports performance beverages with Gatorade in the coming years.”
As a first step in the relationship, Mr. Woods underwent sweat analysis testing with the Gatorade Sports Science Institute. The in-depth scientific testing, conducted by scientists from GSSI, was designed to shape Woods’ own specialized hydration and nutrition strategy. A measurement of sweat rate, sweat electrolyte concentration, fluid and electrolyte balance and energy needs were analyzed during a vigorous round of exercise.
“Gatorade Tiger features a unique flavor profile formulated and inspired by Tiger Woods. To achieve these flavors, the formula features a slightly increased (nearly 25% more) level of electrolytes with the same carbohydrate blend as Gatorade,” commented Ms. Kinney.
Mr. Woods even handpicked the flavors for his new signature line. They include: Red Drive (cherry blend), Cool Fusion (citrus blend) and Quiet Storm (grape blend). The company said more “sports performance innovations” from Gatorade and Tiger Woods are on the drawing board and will be introduced in the years to come.