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PepsiCo and Britvic Soft Drinks have announced a major roll-out in the UK of Gatorade, the world's best-selling and most scientifically researched sports drink. Representing a unique offering in the UK sports drink category, the new product is launched nationwide this month with a focus on impulse, leisure and grocery channels.
Developed in 1965 by University of Florida physicians, Gatorade is said to be the best-selling sports drink in the world, with a 48 per cent global market share. It is also the world's most researched sports drink, 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 500ml PET bottles, with a sports cap and an ergonomically designed bottle to fit comfortably into the hand whilst exercising.
Arif Haq, Gatorade Brand Manager at PepsiCo explained: "Apart from its unique and unparalleled scientific heritage, Gatorade is also one of the world's most iconic sporting brands."
Simon Stewart, Marketing Director at Britvic added: "Sports drinks is one of the fastest growing sub-categories in the UK with sales up 16 per cent in 2007. With its unique 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."
The launch will be supported by a £5 million marketing campaign targeted at active people.
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 in vending machines and on-shelf in grocery, impulse and leisure outlets from May 2008.
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