Gatorade to launch a line of sports drinks just for athletes
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Gatorade's sluggish sales this year might get revitalized with a new line of drinks the brand expects to launch early next year.
In a departure from its traditional ploy to market its sports beverages to a broader, soft-drink-consuming customer base, Gatorade will aim for the hardcore, serious athlete, the company says.
Gatorade, which is owned by PepsiCo and is that company's third largest line of drinks, has seen declining sales over the last year - industry experts have cited an 18 percent drop for 2009 - as consumers opt for cheaper beverages like Coca Cola's Powerade or more conventional soft drinks.
The new line of sports drinks is slated to offer athletes thirst-quenching and performance-boosting benefits during all phases of exercise - before, during and after intense physical activity - with a range of formulations named "Prime," "Perform" and "Recover."
Gatorade officials say that the new drinks line will provide a "significant innovation that will evolve Gatorade" and that the recession has been to blame for the brand's declining revenues, according to business publication Crain's New York.
Last year, Gatorade rebranded itself as "G" to spur sales, but the move failed to convince the targeted market - a mix of athletes and the active customer.
With the upcoming launch, Gatorade plans to focus exclusively on its "core-user - athletes who will pay a premium price for the proven function benefits Gatorade offers," a Gatorade spokesman said.
www.gatorade.com
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments