Gatorade launches G Series

by Staff
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CHICAGO — The Gatorade Co., a division of PepsiCo, Inc., Purchase, N.Y., is launching the G Series, a new line of sports performance products designed to meet needs before, during and after a workout or competition.

The new series includes Gatorade Prime 01, which is designed to help athletes kick-start their activity without feeling too full; Gatorade Perform 01 (Gatorade Thirst Quencher), an established drink that offers a blend of fluids to help rehydrate as well as electrolytes and carbohydrates; Gatorade Perform 01 (G2), this is the previously launched low-calorie functional hydration drink; and Gatorade Recover 03, a protein and carbohydrate beverage formulated with the consistency of a thirst quencher to provide hydration and muscle recovery.

“Every successful brand evolution delivers a one-two punch of image and innovation, and the G Series is a major step on our journey from a sports drink to a sports performance innovation company,” said Sara Robb O’Hagen, chief marketing officer. “Who better than Gatorade … to rethink and advance the category with meaningful innovation? For too long this category has relied on flavor extensions, and it’s time to reset the clock in terms of functionality, and that’s what we’re doing in 2010.”

The series will roll out gradually at retail with G2 being available in its reframed Perform 02 label immediately, and in March consumers will being to see the reframed Gatorade Thirst Quencher with a G Series label. Gatorade Prime 01 and Gatorade Recover 03 will be available in April.

“Our goal is to leverage our scientific resources and knowledge of athletes to redefine the sports performance nutrition landscape,” Ms. O’Hagan said. “As a first step, we are innovating our product lineup to meet a greater range of needs for more athletes.”

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