Gatorade Launches New Line Of Sports Performance Drinks
Published:05-February-2010
By Staff Reporter
The Gatorade Company, a division of PepsiCo, has introduced G Series, a new line of sports performance products that the company claims will provide the fluid, fuel, and nutrients athletes need before, during, and after a workout, practice or competition.
The company said that, in the development of the G Series, its scientists collaborated with a different athletes, and solicited feedback from more than 10,000 athletes and an array of sports health professionals.
Sarah Robb O'Hagan, chief marketing officer for Gatorade, said: "Every successful brand evolution delivers a one-two punch of image and innovation, and the G Series is a major step on our journey from a sports drink to a sports performance innovation company.
“Who better than Gatorade, the inventor of the sports drink, to rethink and advance the category with meaningful innovation? For too long, this category has relied on flavor extensions and it's time to reset the clock in terms of functionality, and that's what we're doing in 2010."
Tom Smith, head athletic trainer for the Orlando Magic, said: "In learning about the G Series, we walked away impressed that Gatorade did its homework with the science and with athletes to develop products that deliver what my players need to perform. For the past few weeks, our guys have been using the G Series and we believe it's making a difference.
"Our goal is to leverage our scientific resources and knowledge of athletes to redefine the sports performance nutrition landscape. As a first step, we are innovating our product lineup to meet a greater range of needs for more athletes."
G Series includes three beverages categorized according to usage before, during, and after a workout, practice or competition– Gatorade Prime 01 (pre), Gatorade Perform 02 (during), and Gatorade Recover 03 (post).
Gatorade Prime 01 is pre-game fuel designed for use within 15 minutes of a workout or competition. Packaged in a functional 4-oz pouch, the company claims that the drink provides carbohydrate energy.
Gatorade Perform 02 (Gatorade Thirst Quencher) offers the scientifically proven blend of fluids to help rehydrate, electrolytes to replace what athletes lose in sweat, and carbohydrate energy to fuel working muscles and enhance athletic performance, the company claimed.
The company added, Gatorade Recover 03 is a protein and carbohydrate beverage formulated with the consistency of a thirst quencher to provide hydration and muscle recovery benefits after exercise.
The G Series products will rollout at retail gradually, with G2 appearing on shelf in its reframed Perform 02 label beginning immediately. In March, consumers will start to see Gatorade Thirst Quencher with its G Series label Gatorade Perform 02. Then in April, Gatorade Prime 01 and Gatorade Recover 03 will become available at grocery, drug, convenience, mass, and club stores.
The G Series will debut on the sidelines of Super Bowl XLIV along with redesigned coolers, and the full series of beverages will be available to consumers later this spring.
