All About Gatorade
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.
History
Gatorade bottle with new 2009 rebranded labelRobert 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. The Gators football coach, Ray Graves, was frustrated with the performance of his players during summer practices and asked the team doctor for his insight. The doctor referred the matter to Cade and his research team, who formulated a mixture of water, sodium, sugar, potassium, phosphate and lemon juice. The drink is now known as Gatorade in honor of the football team, the Gators. The football team credits Gatorade with their first Orange Bowl win over the Georgia Tech Yellow Jackets in 1967, and the drink became an instant phenomenon. Yellow Jackets coach Bud Carson, when asked why they lost, replied: "We didn’t have Gatorade. That made the difference."
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. 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 for its own sports drink, All Sport; Quaker won the Australian case. In the meantime, the University of Florida has received royalties, for Gatorade sales, each year since the settlement with Cade in 1973.
Gatorade is the official sports drink of NASCAR, the National Football League Major League Baseball, National Basketball Association, Women's National Basketball Association, USA Basketball, National Hockey League, Association of Volleyball Professionals, US Soccer Federation, Major League Soccer, 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
Gatorade 02 Perform (Traditional Gatorade) Nutritional value per serving
Serving size 8 fl. oz.
Energy 50 kcal (210 kJ)
Carbohydrates 14
Sugars 14
Dietary fiber 0
Fat 0
Protein 0
Potassium 30 mg (1%)
Sodium 110 mg (5%)
Percentages are relative to US recommendations for adults.
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. 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.
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 though it has substantial amounts of sugar. Propel Calcium was later introduced in 2006. 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.
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. 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 2010, Gatorade switched from high fructose corn syrup to a sucrose-dextrose mix.
Current products
G Series
In early 2010, Gatorade announced its latest marketing campaign, promoting its products as the "G Series". Quaker describes the G Series as a three-part regimen designed to fuel every step of its consumers' athletic performance. The first part, "Prime", includes a "pre-game fuel" with B vitamins, carbohydrates, and electrolytes to be taken before athletic performance. The second part of the series, "Perform", includes traditional Gatorade products such as Gatorade G, G2, and Gatorade powder. 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.
G Series Pro
Gatorade PRO 02 Perform (Endurance Formula) Nutritional value per serving
Serving size 8 fl. oz.
Energy 50 kcal (210 kJ)
Carbohydrates 14
Sugars 14
Dietary fiber 0
Fat 0
Protein 0
Potassium 90 mg (2%)
Sodium 200 mg (9%)
Percentages are relative to US recommendations for adults.
In addition to the G Series, Gatorade also maintains a line of products called the "Pro Series" designed for serious athletes. Similar to the G Series, the Elite Series includes products for before, during, and after workouts, as well as "All Day" nutrition shakes. The "Pro" series Perform beverage is specifically formulated for endurance for use during workouts of 2 hours or longer, such as marathons or triathlons.
G2: Off the Field Hydration
A Gatorade G2 BottleG2 02 Perform Nutritional value per serving
Serving size 8 fl. oz.
Energy 20 kcal (84 kJ)
Carbohydrates 5
Sugars 5
Dietary fiber 0
Fat 0
Protein 0
Potassium 30 mg (1%)
Sodium 110 mg (5%)
Percentages are relative to US recommendations for adults.
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 seven flavors: Orange, Fruit Punch, Grape, Lemon-Lime, Strawberry Kiwi, Blueberry-Pomegranate, and Glacier Freeze. It is also labeled as a healthy choice beverage. It was the top new food product of 2008, generating the sales of $159.1 million.
Other products
Gatorade also has a number of G 02 Series products that have slightly different nutritional contents. These can be identified by a key word at the beginning of the flavor.
"Rain" has less intense flavors and less artificial color.
"AM" contains 20% RDV of Vitamin C per 8-oz.
"X-Factor" contains 20% RDV of Vitamin E per 8-oz.
"Fierce" contains 25% RDV of B3, B5 and B6.
2009 re-branding
In 2009, Gatorade re-branded a number of their products.:
Original Gatorade was relabeled as Gatorade G.
Gatorade Rain was relabeled as No Excuses.
Gatorade AM was relabeled Shine On
Gatorade X-Factor was relabeled as Be Tough
Gatorade Fierce was relabeled Bring It
As part of the 2010 re-branding and change to the G Series, all brand names except "G" and "G2" have been reduced in significance. The names have been moved into the flavors, for example "Gatorade Fierce: Melon flavor" is now "Gatorade: Fierce Melon flavor".
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.
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 the Prime and Recover products as part of the new G Series.
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 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.
Research and development
The work of the Gatorade Sports Science Institute, 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. 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." In addition to office space, GSSI contains exercise physiology, biochemistry and exercise sensory labs. 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. GSSI currently claims nearly 110,000 members in over 145 countries worldwide. A Pepsico Research and Development facility is located in the building adjacent to GSSI, 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.
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 household lingo 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.
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.
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 [than water], it tastes better too".
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.
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.
Every Gatorade flavor:
Original
* Lemon-Lime
* Fruit Punch
* Orange
* Cool Blue
* Berry
* Ice Punch
* Strawberry Kiwi
A.M.
* Orange-Strawberry
* Tropical-Mango
* Cran Raspberry
Rain
* Berry
* Lime
* Tangerine
* Cherry
* Strawberry Kiwi
* Watermelon
* Grape
Fierce
* Wild Berry
* Grape
* Melon
* Strawberry
* Lime
Lemonade
* Lemonade
* Pink Lemonade
* Raspberry Lemonade
X-Factor
* Lemon-Lime + Strawberry
* Fruit Punch + Berry
* Orange + Tropical Fruit
Frost
* Glacier Freeze
* Riptide Rush
* Cascade Crash
Xtremo
* Mango Electrico
* Tropical Intenso
Ice
* Strawberry
* Lemon
* Lime
* Orange
* Watermelon
