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Gatorade to launch in UK
FoodBev Media

FoodBev Media

11 April 2008

Gatorade to launch in UK

PepsiCo and Britvic Soft Drinks have announced that Gatorade, the world’s bestselling and most scientifically researched sports drink is to be launched in the UK in May, in 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 50cl 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 £154 million in value in 2007, according to the recently published Britvic Soft Drinks Report.

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, added: “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.”

Marketing push 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.

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