03.01.09
In attempt to appeal to a broader range of athletes and active people, the Gatorade Company, a division of PepsiCo, Chicago, IL, has redesigned its beverage lines. The company is adding new ingredients to certain products, such as Gatorade Tiger, which now features the branded amino acid Suntheanine (L-theanine), derived from green tea. The effort will be most visible through a total packaging redesign. For example, Gatorade Thirst Quencher will put the letter G front and center, along with the brand’s iconic bolt. Gatorade Fierce is now “Bring It” and is an “excellent source” of B vitamins (B3, B5, B6), with 25% of the recommended daily value, or DV. Gatorade X-Factor changes to “Be Tough,” as an “excellent source” of vitamin E, with 20% DV. Gatorade AM is now called “Shine On” and is an “excellent source” of vitamin C, with 20% DV. Gatorade Rain also changes to “No Excuses.” Gatorade’s low-calorie G2 provides an “excellent source” of vitamins B3, B5 and B6 (25% DV) and is a “good source” of vitamins C and E (10% DV).
