PepsiCo and Britvic Soft Drinks have announced a major roll-out in the UK of Gatorade, the world's bestselling and most scientifically researched sports drink. Representing a unique offering in the UK sports drink category, the new product will be launched nationwide from May 2008 with a focus on grocery, impulse and leisure channels.
Developed in 1965 by University of Florida physicians, Gatorade is the original and no.1 best selling sports drink in the world, with a 48% global market share. Gatorade is the most researched sports drink in the world, demonstrating its position at the cutting edge of sports science. With its optimal blend of fluids, electrolytes and carbohydrates, Gatorade is scientifically formulated to rehydrate, replenish and refuel athletes, and is used by more athletes than any other sports drink worldwide.
Responding to consumers' increasing preference for more natural products, the UK will be the first global market to launch a new formulation of Gatorade, which will contain no artificial colours, flavours or sweeteners and no preservatives.
Available in two flavours, orange and lemon, it is designed to appeal to all physically active consumers who want to perform at their best.
Gatorade will be available in single and four-pack 500ml PET bottles, with a sports cap and an ergonomically designed bottle to fit comfortably into the hand whilst exercising.
Sports drinks is one of the fastest growing sub-categories in the UK with sales up 16% to reach £154m in value in 2007, according to the recently published Britvic Soft Drinks Report (an independent review of the soft drinks industry based on data from leading researchers, Nielsen)2.
Arif Haq, Gatorade brand manager at PepsiCo said:
"Apart from its unique and unparalleled scientific heritage, Gatorade is also one of the world's most iconic sporting brands. It is exciting to introduce it to the fast-growing UK category."
Simon Stewart, marketing director at Britvic said:
"Sports drinks is one of the fastest growing sub-categories in the UK with sales up 16% in 2007. With its unique optimal scientific formulation that is now free from artificial colours, flavours, sweeteners and preservatives, we believe Gatorade provides an unrivalled offering to the existing big players in the market and will therefore unlock considerable potential in the sports drink category."
The launch will be supported by a £5 million marketing campaign targeted at active people. The campaign will comprise outdoor, press and online advertising as well as a heavyweight PR campaign, focusing on educating and supporting athletes at key sporting events across the UK in 2008.
Britvic has an exclusive agreement with PepsiCo to produce and distribute Gatorade in the UK. Production of Gatorade has commenced with packs to be available on-shelf and in vending machines in grocery, impulse and leisure outlets from May 2008.
Notes
1. Gatorade was created in 1965 after the University of Florida's gridiron coach came to the medical faculty with a problem - his players were wilting in the Florida heat. The scientists developed a drink that was designed to replace the essential mineral salts and fluids the players were losing through sweat. The team was called the Florida Gators and the drink was christened 'Gator-ade'. Within two years the team had won their first Orange Bowl, the college equivalent of the Superbowl. When the coach of the opposing team, Georgia Tech, the favourites to lift the trophy, was asked why his team had lost, he told reporters, "We didn't have Gatorade, that made the difference."
2. Built in 1988, the laboratories of the Gatorade Sports Science Institute are based just outside Chicago. The GSSI is a research and educational facility established to share current information and expand knowledge on sports nutrition and exercise science to enhance the performance and well-being of athletes. The materials and services of the Institute are designed as educational tools for sports health professionals.
In addition to the GSSI's own exercise physiology, biochemistry and exercise sensory labs, it also works with leading scientists from universities around the world to further research in exercise science and sports nutrition. The Institute currently serves nearly 110,000 members in over 145 countries worldwide.
3. Gatorade became part of the PepsiCo portfolio in 2001. It is currently available in 80 countries worldwide.
4. PepsiCo (NYSE: PEP) is one of the world's largest food and beverage companies, with 2006 annual revenues of more than $35 billion. The company operates in nearly 200 countries and employs more than 168,000 people worldwide. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The company is listed on the Dow Jones North America Sustainability Index. For more information, please visit www.pepsico.com.
5. Britvic is one of the two leading branded soft drinks businesses in the UK and the Republic of Ireland. The Company is the largest supplier of still soft drinks and the number two supplier of carbonates.
6. Britvic's broad portfolio of leading brands includes established names with high brand recognition such as Robinsons, Tango, J20 and Fruit Shoot. Included within the portfolio are the Pepsi and 7UP brands, which Britvic produces, markets, sells and distributes under its exclusive appointment from PepsiCo which runs until December 2023 in Great Britain and 2019 in Ireland. This brand and product portfolio enables Britvic to target and satisfy a wide range of consumer demands in all major soft drinks categories, via all available routes to market.
