Gatorade raises salt, potassium levels in new product
much sodium and three times the potassium of its market leading
beverage to meet demand from endurance athletes.
The new product, called Gatorade Endurance Formula, is the first extension to the successful brand since it launched in 1965.
It is targeted at athletes who lose electrolytes during long periods of intense exercise and PepsiCo, which acquired the brand when it bought the Quaker Oats business in 2001, will be hoping to stave off increasing competition to its 80 per cent share of the $5 billion US sports drink market.
It could also help its share of the international market where Coca-Cola is a closer rival. Gatorade had 15 per cent of western Europe's total volume in 2003 but Coca-Cola's Powerade was close behind with 12 per cent.
The new product contains five electrolytes, including 200mg of sodium and 90mg of potassium, as well as chloride, calcium and magnesium.
Like Gatorade Thirst Quencher, Gatorade Endurance Formula contains a scientifically balanced 6 per cent carbohydrate blend that helps speed fluid back into the body and fuel working muscles.
The company also markets the vitamin-enriched Propel Fitness Water under the Gatorade name.
Savithri Ramalinga, the team leader of Frost & Sullivan's food and beverage group, estimated last year that sports drinks would continue to grow at a CAGR of 11.2 per cent through 2010 with potential revenues reaching slightly over $6 billion in 2010.
