Gatorade: Wikis

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Gatorade
Gatorade logo.svg
Type Nutrient Enhanced Sports Drink Beverage
Manufacturer Quaker Oats Company;
PepsiCo
Country of origin USA
Introduced 1965

Gatorade is a brand of flavored non-carbonated sports drinks manufactured by the Quaker Oats Company, now a division of PepsiCo. Intended for consumption during physically active occasions, Gatorade beverages are formulated to rehydrate and replenish fluid, carbohydrates and electrolytes.

Contents

History

Gatorade bottle with new 2009 rebranded label

Robert Cade, Dana Shires, Harry James Free, and Alejandro de Quesada were the medical researchers, at the University of Florida, who created the original Gatorade thirst quencher in 1965.[1] The Gators football coach, Ray Graves, was frustrated with the performance of his players, during the hot summer football practices, and asked the team doctor, one of Cade’s associates, for his insight. Cade, and his research team, came across the unique mix of water, sodium, sugar, potassium, phosphate, and lemon juice that is now known as Gatorade in honor of the football team, the Gators. The football team credited Gatorade with their first Orange Bowl win over the Georgia Tech Yellow Jackets, in 1967, and the drink became an instant phenomenon. Yellow Jackets's coach Bud Carson, when asked why they lost, replied: "We didn’t have Gatorade. That made the difference."[2]

Shortly after, Cade partnered with Stokely-Van Camp, Inc. (S-VC) to produce and distribute the product. A year after its commercial introduction, Gatorade was reformulated to remove the sweetener cyclamate, which was banned by the FDA.[3] The Quaker Oats Company bought S-VC, in 1983, after a bidding war with rival Pillsbury. Quaker licensed manufacturing of Gatorade in some worldwide markets to PepsiCo but, in 1998, sued Pepsi in Australia, alleging Pepsi had misappropriated Gatorade trade secrets to manufacture its own sports drink pro-aptly named All Sport; Quaker won the Australian case.[3] In the meantime, the University of Florida has received royalties, for Gatorade sales, each year since the settlement with Cade in 1973.[4]

Gatorade is the official sports drink of the National Football League[5] Major League Baseball,[6] National Basketball Association,[7] Women's National Basketball Association,[8] USA Basketball,[9] National Hockey League,[10] Association of Volleyball Professionals,[11] US Soccer Federation,[12] Major League Soccer,[13] and many other pro or collegiate organizations, providing supplies of the drinks to the teams in all flavors available. Gatorade extended their market to the U.K., in 2008, and promoted this, in part, by becoming the sports drink provider for Chelsea F.C..

Composition

Nutrition Facts
Serving Size 8 fl oz (244 g)
Servings Per Container 2.5
Amount Per Serving
Calories 63 Calories from Fat 0
% Daily Value*
Total Fat 0 g 0%
   Saturated Fat 0 g 0%
   Trans Fat 0 g
Cholesterol 0 mg 0%
Sodium 95 mg 4%
Potassium 36.6 mg 1%
Total Carbohydrate 16 g 5%
   Dietary Fiber 0 g 0%
   Sugars 13 g
Protein 0 g
Vitamin A 0%      Vitamin C 2%
Calcium 0%      Iron 1%
*Percent Daily Values are based on a 2,000-calorie diet. Your Daily Values may be higher or lower depending on your calorie needs.

The original Gatorade contained water, sucrose (table sugar) and glucose-fructose syrups, citric acid, fish oil, sodium chloride (table salt), sodium citrate, monopotassium phosphate, and flavoring/coloring ingredients; some Gatorade flavorings use brominated vegetable oil as a stabilizer.[14] Gatorade Thirst Quencher meets the Food and Drug Administration’s definition of a "low sodium product." Gatorade is available in a variety of flavors, including the original Lemon-Lime, Grape, Orange, and Fruit punch.[15]

In the past decade, several new formulations of Gatorade, including Rain, AM, Fierce and X-Factor, have been introduced with each only being minor tweaks of the original 1965 formula.

Gatorade revealed the Gatorade line Energy Bar in 1999. This energy bar was Gatorade's first foray into solid foods and was introduced to compete with PowerBar and Clif Bar. Gatorade Energy Bars contain a large proportion of protein, in addition to its carbohydrates. The bar is mainly made up of puffed grains and corn syrup, common components of other energy bars.

In 2000, Gatorade introduced Propel Fit Water, a vitamin enhanced water that is artificially sweetened with sucralose and acesulfame potassium. Propel has the same electrolytes as Gatorade, along with some vitamins, making it similar to Vitamin Water even thought it has substantial amounts of sugar. Propel Fitness Water, with Calcium, was later introduced in 2006.[16] Also, in 2006, Gatorade introduced its "Rain" flavor line, which features a lighter, crisper taste, similar to its Propel line, but comes in a bottle size and shape similar to the original Gatorade. In late 2007, a lower-calorie line of Gatorade drinks, named G2, was released.[17]

In 2001, Gatorade introduced the Gatorade Performance Series, a special line of sports nutrition products. These products include Gatorade Carbohydrate Energy Drink, Gatorade Protein Recovery Shake, the Gatorade Nutrition Shake, and the Gatorade Nutrition Bar.[18] The Endurance Formula, introduced in 2004, contained twice the sodium and three times the potassium than that of the typical Gatorade formula as well as chloride, magnesium, and calcium, to better replace what athletes lose while training and competing.

In the United States, bottled Gatorade is now sweetened with high fructose corn syrup while the powdered drink mix is still made with sugar.[19]

Current products

Advertisements

G Series and Elite Series

In early 2010, Gatorade announced its latest marketing campaign, promoting its products as the "G Series."[20] Gatorade describes the G Series as a three-part regimen designed to fuel every step of its consumers' athletic performance.[20] The first part, "Prime," includes a "pre-game fuel" with B vitamins, carbohydrates, and electrolytes to be taken before athletic performance. G Prime is described as "coming soon" on the company's website.[20] The second part of the series, "Perform," includes traditional Gatorade products such as Gatorade G, G2, and Gatorade powder.[20] The third part of G Series, "Recover," is described as "the world's first rehydrating protein drink" and is designed for consumption immediately following athletic activity.[20]

In addition to the G Series, Gatorade also maintains a line of products called the "Elite Series" designed for serious athletes.[21] Similar to the G Series, the Elite Series includes products for before, during, and after workouts, as well as "All Day" nutrition shakes.[21]

G2: Off the Field Hydration

A Gatorade G2 Bottle
Nutrition Facts
Serving Size 8 fl oz (240 mL)
Servings Per Container 2.5
Amount Per Serving
Calories 25 Calories from Fat 0
% Daily Value*
Total Fat 0 g 0%
   Saturated Fat 0 g 0%
   Trans Fat 0 g
Cholesterol 0 mg 0%
Sodium 110 mg 5%
Potassium 30 mg 1%
Total Carbohydrate 7 g 2%
   Dietary Fiber 0 g 0%
   Sugars 7 g
Protein 0 g
Vitamin A 0%      Vitamin C 0%
Calcium 0%      Iron 0%
*Percent Daily Values are based on a 2,000-calorie diet. Your Daily Values may be higher or lower depending on your calorie needs.

G2: Off the Field Hydration, otherwise known as Gatorade 2 (G2), is a low-calorie electrolyte beverage that was launched in late 2007; G2 is currently available in six flavors: Orange, Fruit Punch, Lemon-Lime, Strawberry Kiwi, Blueberry-Pomegranate, and Grape. It is also labeled as a healthy choice beverage.[22] It was the top new food product of 2008, generating the sales of $159.1 million.[23]

2009 Rebranding

In 2009, Gatorade began a massive rebranding, resulting in new names for most of their products; however, some products only had name changes:[24]

  • Original Gatorade was relabeled as Gatorade G.
  • Gatorade Rain was relabeled as No Excuses.

Other products were reformulated as well:[24]

  • Gatorade AM was relabeled Shine On, which now contains the addition of 20% RDV of Vitamin C per 8-oz. serving.
  • Gatorade X-Factor was relabeled as Be Tough, which now contains the addition of 20% RDV of Vitamin E per 8-oz. serving.
  • Gatorade Fierce was relabeled Bring It, which now contains the addition of 25% RDV of several B vitamins, including B3, B5 and B6.
  • G2, which was not renamed, now contains the same added B vitamins as Bring It. G2's label was further redesigned at the end of 2009, giving it a silver label and a new slogan: "½ the Calories, All the G".

Former products

Gatorade Tiger

Gatorade Tiger was a Gatorade Thirst Quencher drink formulated for Tiger Woods, in flavors that he selected. Debuting in March 2008, Gatorade Tiger was available in Red Drive (cherry), Cool Fusion (lemon lime), and Quiet Storm (grape). Gatorade Tiger contained 25 percent more electrolytes than Gatorade Thirst Quencher.[25][26]

As part of the 2009 rebranding, Gatorade Tiger was re-labeled as Focus. It was reformulated, adding the amino acid theanine which is naturally found in many forms of tea, improving mental focus. Focus contained about 25 mg per 8-oz. serving or 50 mg per half-litre (16.9 oz) bottle.

On 25 November 2009, it was reported by Beverage Digest, and later confirmed by PepsiCo, that they had made a decision, several months prior to November 2009, to discontinue some products to make room for a new series of products.[27]

Gator Gum

In the late 1970s and early 1980s (as well as the late 90s to early 2000s), Gatorade sold a brand of chewing gum called Gator Gum. The product, manufactured by Fleer Corporation, was available in both of Gatorade's original flavors (lemon-lime and orange) and was rather sour-tasting by normal chewing gum standards.

In the late 1970s, Stokley-Van Camp (owner of Gatorade prior to 1983) negotiated a long-term licensing deal, with Swell and Vicks, to market "Gator Gum." The gum, which had no functionality or ingredients of Gatorade Thirst Quencher, was discontinued in 1989 after the contract expired. Mueller Sports, in Wisconsin, manufactures a gum called Quench; it is based on Gator Gum but is not the same as what Stokley-Van Camp created.

Gator Gum's foil packaging advertised that the product "Helps Quench Thirst." However, like all chewing gums, the product would not actually rehydrate the body on its own but would, instead, only give the feeling of a "wet mouth". However, it did contain electrolytes to assist the human body with the rehydration process.

Research and development

The work of the Gatorade Sports Science Institute,[28] located in Barrington, Illinois, is often featured in the company's commercials.

The Gatorade Sports Science Institute (GSSI) is located in Barrington, Illinois and has been featured in a number of the company's commercials.[28] Established in 1988, GSSI's stated goal is "to share current information and expand knowledge on sports nutrition and exercise science that enhance the performance and well-being of athletes."[28] In addition to office space, GSSI contains exercise physiology, biochemistry and exercise sensory labs.[28] According to their website, GSSI's staff consists of scientists studying the correlation and effects of exercise, environment, and nutrition on the human body, using the latest scientific technology and equipment, while collaborating with other scientists worldwide to further research exercise science and sports nutrtition.[28] GSSI currently claims nearly 110,000 members in over 145 countries worldwide.[28] A Pepsico Research and Development facility is located in the building adjacent to GSSI,[29] indicating that GSSI may be involved in formulating new Gatorade flavors.

Popular culture

Gatorade has been the subject of much attention and reference in several pop culture situations.

  • Perhaps the most notable presence of Gatorade is the "Gatorade shower", originally called The Gatorade Dunk, where players from a victorious team grab the Gatorade cooler, sneak up behind the head coach, and pour the contents over his head at the end of an American Football game. This tradition began in the mid-1980s when Harry Carson and Jim Burt, of the New York Giants, doused head coach Bill Parcells during the 1985 season. Burt's teammates picked up on this practice and popularized it during the team's championship season of 1986-87. The tradition gained widespread popularity and now all coaches get the shower.[30]
  • Gatorade's 1991 "Be Like Mike" ads featured Michael Jordan of the Chicago Bulls, a North American basketball team who had just won their first NBA championship. The ads began airing in August 1991 and the phrase 'Be Like Mike' became a household linger all over America. Bernie Pitzel, the Creative Director of Gatorade's 1991 Agency, Bayer Bess Vanderwarker, wrote the lyrics; composers Steve Shafer and Ira Antellis wrote the music.[31]
  • The Connecticut legislature passed a law in 2006 that banned soda from being sold in public schools. Despite Gatorade's image as a health-conscious beverage, the drink was also banned.[32]
  • In the 1998 movie The Waterboy, the team's head football coach taunts the waterboy (actor Adam Sandler) in a daydream, saying "Gatorade not only quenches your thirst better, it tastes better too".[33]

Competition

Gatorade's main competitive brand is POWERade, made by the Coca-Cola Company. In April 2009, Pepsi sued Coca-Cola to stop an advertisement campaign saying Powerade ION4 is superior to Gatorade. Coca-Cola claimed Powerade contains calcium and magnesium, which Gatorade does not.[34]

CeraSport, made by Cera Products Inc., is a non-glucose, rice-based oral rehydration and performance drink. All Sport is a competitor marketed by The Monarch Beverage Company, located in Atlanta, Georgia. All Sport was marketed by PepsiCo until 2001 when Gatorade's maker, the Quaker Oats Company, was acquired by PepsiCo and was soon after sold off to the Monarch Beverage Company soon after.

Outside the United States the Lucozade energy drink (manufactured since 1927 by the pharmaceutical company now known as GlaxoSmithKline) competes with Gatorade and Powerade. Lucozade's formulation differs in that it uses primarily glucose and contains caffeine. The more direct competitor to Gatorade and Powerade is Lucozade Sport, however whilst Powerade and Lucozade are widely available in the United Kingdom, Gatorade did not have full distribution in the UK until PepsiCo's UK beverage distributor, Britvic, began selling it across the country in 2008.

Product reviews

References

  1. ^ "Born in the Lab". Gatorade. http://www.gatorade.com/history/born_in_the_lab/. Retrieved 2008-11-22. 
  2. ^ "Football Inventions That Shaped the Modern Game". 6 September 2007. http://www.inventhelp.com/Football_Inventions.asp. Retrieved 2007-09-06. 
  3. ^ a b "Gatorade 21. Stokeley'sResponse". ChemCases.com. http://chemcases.com/gatorade/gatorade21.htm. Retrieved 2007-04-28. 
  4. ^ "Inventor of the Week: Robert Cade". Massachusetts Institute of Technology. May 2004. http://web.mit.edu/invent/iow/cade.html. 
  5. ^ "National Football League". http://www.nfl.com/. 
  6. ^ "Major Baseball League". http://mlb.mlb.com/index.jsp. 
  7. ^ "National Basketball Association". http://www.nba.com/playoffs2008/index.html. 
  8. ^ "Women's National Basketball Association". http://www.wnba.com/. 
  9. ^ "USA Basketball". http://www.usabasketball.com/. 
  10. ^ "National Hockey League". http://www.nhl.com/. 
  11. ^ "Association of Volleyball Professionals". http://web.avp.com/index.jsp. 
  12. ^ "US Soccer Federation". http://ussoccer.com/. 
  13. ^ "Major League Soccer". http://web.mlsnet.com/index.jsp. 
  14. ^ "Frequently Asked Questions". gatorade.com. Gatorade. January 5, 2005. http://www.gatorade.com/frequently_asked_questions/. Retrieved 2007-05-28. 
  15. ^ "Gatorade Thirst Quencher". http://gatorade.com/products/gatorade_thirst_quencher/. 
  16. ^ "Propel Fitness Water". http://gatorade.com/products/propel_fitness_water/. 
  17. ^ "Pepsi unveils low-calorie Gatorade 'G2'". money.cnn.com. CNN. September 7, 2007. http://money.cnn.com/2007/09/07/news/companies/pepsi_newproducts/index.htm. Retrieved 2007-12-14. 
  18. ^ "Gatorade Performance Series". http://gatorade.com/products/gatorade_performance_series/. 
  19. ^ Ingredients label on Gatorade
  20. ^ a b c d e http://www.gatorade.com/default.aspx#gseries?s=01-prime
  21. ^ a b http://www.gatorade.com/default.aspx#eliteseries
  22. ^ "The Gatorade Company". Business Week. 2008. http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=4248627. 
  23. ^ Elliott, Stuart (24 March 2009). "A Strategy When Times Are Tough: "It's New!"". The New York Times. http://www.nytimes.com/2009/03/25/business/media/25adco.html. Retrieved 26 March 2009. 
  24. ^ a b "Gatorade FAQ". Gatorade.com. http://www.gatorade.com/frequently_asked_questions/. Retrieved 2009-01-15. 
  25. ^ "Gatorade Tiger, Thirst Quencher". http://gatorade.com/gatoradetiger/. 
  26. ^ "Tiger endorsement firsts: U.S. beverage deal, licensing agreement". ESPN Golf. October 17, 2007. http://sports.espn.go.com/golf/news/story?id=3066280. 
  27. ^ "Gatorade drops Tiger Woods sponsorship". BBC News. 2009-12-9. http://news.bbc.co.uk/2/hi/business/8403418.stm. Retrieved 09 December 2009. 
  28. ^ a b c d e f Gatorade Sports Science Institute
  29. ^ http://maps.google.com/maps?f=q&source=s_q&hl=en&geocode=&q=pepsico+at+617+West+Main+St.,+60010&sll=42.165439,-87.956543&sspn=1.408762,2.408752&ie=UTF8&hq=pepsico+at+617+West+Main+St.,&hnear=Tower+Lakes,+IL+60010&ll=42.156309,-88.143654&spn=0.022811,0.037637&z=15&iwloc=A
  30. ^ "How did the tradition of dumping Gatorade on football coaches begin?". Ask Yahoo!. Yahoo!. 27 January 2005. http://ask.yahoo.com/20050127.html. Retrieved 2007-05-16. 
  31. ^ A more detailed account of its creation appears in Rovell, Darren (2006). First in thirst: how Gatorade turned the science of sweat into a cultural phenomenon. New York: American Management Association. OCLC 60393271. 
  32. ^ Associated Press (12 May 2006). "Connecticut passes school soda ban: Designed to fight child obesity, law takes effect on July 1". MSNBC.com. http://www.msnbc.msn.com/id/12530259/. Retrieved 2007-05-16. 
  33. ^ The Waterboy (1998) - Memorable quotes
  34. ^ PepsiCo Sues Coca-Cola Over Powerade Advertisements - Bloomberg.com - April 13, 2009

External links


Simple English

Gatorade is a sports drink manufactured by PepsiCo. Gatorade is known for the original Lemon-Lime flavour since 1965. Gatorade also replensishes the body while water can't.

Other flavours

There are many other flavours of Gatorade, including:

Other websites

Gatorade


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