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.............................. Gatorade Soft Drinks
Logo and Trademark..............................
Gatorade is a non-carbonated sports drink marketed by the Quaker Oats Company, a division of PepsiCo. Originally made for athletes, it is now commonly consumed as a snack beverage. The drink is intended to rehydrate and to replenish the carbohydrates (in the form of sugars sucrose and glucose) and electrolytes (sodium and potassium salts) depleted during aerobic exercise, especially in warmer climates. Marketed with images of dramatically perspiring athletes, the drink became popular with non-athletes, and dietetic and low-sodium versions were added to the Gatorade product lineup.
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 sued Pepsi in Australia in 1998, alleging Pepsi had misappropriated Gatorade trade secrets to manufacture its own sports drink, All Sport. Quaker won the Australian case. In August 2001, Pepsico acquired Quaker (after another bidding war, this time with arch rival Coca-Cola Company). Both bidders valued Quaker largely because of the Gatorade brand.
Along with Johnson & Johnson, Gatorade is one of the founding sponsors of the National Athletic Trainers’ Association. It is also the official sports drink of the National Football League, Major League Baseball, National Basketball Association, National Hockey League, NASCAR, Major League Soccer, Women's National Basketball Association, NBA Development League, US Soccer Federation, and many other pro and college organizations, providing supplies of the drinks to the teams in all flavors available.
From the most amount to least: water, sucrose syrup, high fructose corn syrup (glucose-fructose syrup), citric acid, natural flavors, salt, sodium citrate, monopotassium phosphate, yellow 6, glycerol ester of wood rosin, brominated vegetable oil, red 40
The Gatorade Sports Science Institute (GSSI) is a facility for researching athletics and hydration. The headquarters are in Barrington, Illinois and were established in 1988. The facility has laboratories especially for studying nutrition, exercise physiology, and biochemistry.
Gatorade's main competition is POWERade, made by the Coca-Cola Company. Kool-Aid also holds a fair share of potential sports drink consumers. 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, of Atlanta, Georgia. All Sport was marketed by PepsiCo until 2001, when Gatorade's maker, the Quaker Oats Company was acquired by PepsiCo. All Sport was sold off to the Monarch Beverage Company soon after. Also, Vitamin Water, now owned by The Coca-Cola Company, looks to gain more of the sports drink market with its iconic spokespeople (David Ortiz, David Wright, Brian Urlacher, Kasey Kahne, Tracy McGrady and Gilbert Arenas) and wide selection of formulas.
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 is still quite a rarity and is only available at certain Pepsi vending machines.
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