The new variant will be available to retailers from mid-April 2009.
Britvic brand director, Jonathan Gatward, said: “New blackcurrant Gatorade will really drive excitement in the sports drinks, the second fastest growing soft drinks category in both value and volume (ACNielsen). Gatorade has performed exceptionally well since the launch of the new, more natural formula in May, bringing new shoppers into the category and driving value. We’re confident new blackcurrant Gatorade will increase sales and help the brand become a key competitor to more established brands in the sports drink category.”
On the new UK blackcurrant flavour, Gatorade UK senior brand manager, Arif Haq, said: “We wanted to bring a quintessentially British flavour to the existing portfolio of orange and lemon, while maintaining Gatorade’s commitment to more natural, more effective sports drinks.”
Developed in 1965 by University of Florida physicians, Gatorade is the original and No 1 bestselling 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.
The scientifically developed formula comes in three flavours for the UK: orange, lemon and new blackcurrant. The 50cl sports cap bottle, ergonomically designed to fit comfortably in the hand while exercising, will retail at an RRP of 95p-£1.09 from all major supermarkets, convenience stores and leading gym chains.
Source: Britvic
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