Gatorade: Difference between revisions

{{for|the album by Willis Jackson|Gatorade (album)}}

{{Use mdy dates|date=September 2014}}

{{Infobox brand

|caption=The current Gatorade logo, produced by [[TBWA\Chiat\Day]]<ref>{{Cite web|url=http://offshootinc.com/|archiveurl=https://web.archive.org/web/20130116021613/http://offshootinc.com/blog/2009/04/28/thoughts-on-the-new-gatorade-branding/|url-status=dead|title='Offshoot Inc.' by Team Offshoot|archive-date=January 16, 2013|access-date=March 11, 2022}}</ref>

|type=[[Sports drink]]<br />[[Energy bar|Nutrition bar]]<br />[[Protein (nutrient)|Protein drink]]<br />Other sports nutrition products

|currentowner=[[PepsiCo]] (via [[Quaker Oats Company]] & S-VC, Inc.)

|origin=[[United States]]

|introduced={{start date and age|1965|9|9}}<ref>{{cite web|url=http://www.cuny.edu/cc/higher-education/milestones-1900s.html|archive-url=https://web.archive.org/web/20100528043022/http://www.cuny.edu/cc/higher-education/milestones-1900s.html|url-status=dead|archive-date=May 28, 2010|title=Milestones 1900s|date=May 28, 2010}}</ref>

}}

 

 

 

[[File:Gatorade Early Testing Photo.jpg|thumb|upright=1.2|[[University of Florida]] football player Chip Hinton testing Gatorade 1965, pictured next to the leader of its team of inventors, [[Robert Cade]].]]

 

 

 

 

Shortly after the 1969 Orange Bowl, Robert Cade entered into an agreement providing [[Van Camp's|Stokely-Van Camp, Inc.]] (S-VC), a canned-[[food packaging]] company, with the U.S. rights to production and sale of Gatorade as a commercial product.<ref name="gatoradehistprofile"/> In the same year, a licensing arrangement made Gatorade the official sports drink of the [[National Football League]] (NFL), representing the first in a history of professional sports sponsorship for the Gatorade brand. A year after its commercial introduction, S-VC tested multiple variations of the original Gatorade recipe, finally settling on more palatable variants in lemon-lime and orange flavors. This reformulation also removed the sweetener [[sodium cyclamate|cyclamate]]{{snd}}which was banned by the [[Food and Drug Administration]] (FDA) in 1969{{snd}}replacing it with additional [[fructose]].<ref name="chemcases">{{cite web|title='Gatorade 21. Stokeley's Response'|work=ChemCases.com|url=http://chemcases.com/gatorade/gatorade21.htm|access-date=April 28, 2007|url-status=dead|archive-url=https://web.archive.org/web/20070707115546/http://chemcases.com/gatorade/gatorade21.htm|archive-date=July 7, 2007|df=mdy-all}}</ref> In the early 1970s, legal questions arose regarding whether or not the researchers who invented Gatorade were entitled to ownership of its royalties since they had been working under a research grant from the federal government which provided financial stipends.<ref name=gatoradehistprofile /> The University of Florida also claimed partial rights of ownership, which was brought to resolution in 1973 in the form of a settlement awarding the university with a 20% share of Gatorade [[royalties]].<ref>{{cite web|title=Inventor of the Week: Robert Cade|publisher=Massachusetts Institute of Technology|date=May 2004|url =http://web.mit.edu/invent/iow/cade.html|archive-url =https://web.archive.org/web/20040622054804/http://web.mit.edu/invent/iow/cade.html|url-status =dead|archive-date =2004-06-22}}</ref> As of 2009, the university had received more than $150 million from its share and was receiving approximately $12 million per year.<ref>{{cite web |last=Clark |first=Anthony |url=http://www.gatorsports.com/article/20090210/ARTICLES/902090235?tc=ar |title=UF still profiting from Gatorade |archive-url=https://web.archive.org/web/20131029200307/http://www.gatorsports.com/article/20090210/ARTICLES/902090235?tc=ar |archive-date=October 29, 2013 |publisher=The Gainesville Sun |date=February 10, 2009}}</ref>

In 2001, the multinational food and beverage company [[PepsiCo]] acquired Gatorade's parent company, the Quaker Oats Company, for $13 billion in order to add Gatorade to its portfolio of brands. PepsiCo had also recently developed [[All Sport]], which it divested of shortly following the Quaker acquisition to satisfy [[antitrust]] regulations. Worldwide development of Gatorade continued into the 2000s, including expansion into India in 2004, and the [[United Kingdom]] and [[Republic of Ireland|Ireland]] in 2008.<ref name=rovellbook /> As of 2010, Gatorade products were made available for sale in more than 80 countries.<ref name=factsheetGatorade /> As the number-one sports drink by annual retail sales in the United States, Canada, Mexico, Italy, Argentina, Brazil, Venezuela, Colombia, Indonesia, and the Philippines, Gatorade is also among the leading sports drink brands in [[Korea]] and Australia.<ref name=fundinguniv>{{cite web|title=PepsiCo Company History|url=http://www.fundinguniverse.com/company-histories/PepsiCo-Inc-Company-History.html|publisher=Funding Universe|access-date=January 24, 2011}}</ref>

 

As the distribution of Gatorade expanded outside of the U.S., localized flavors were introduced to conform to regional tastes and cultural preferences, among other factors. For example, Blueberry is available in [[Colombia]], and in [[Brazil]], a Pineapple flavor of Gatorade is sold. In Australia,{{citation needed|date=July 2017}} flavors include Antarctic Freeze and Wild Water Rush. Some flavors that have been discontinued in the U.S., such as Alpine Snow and Starfruit, have since been made available in other countries.<ref name=rovellbook/>

 

In 2011, Gatorade was re-introduced to [[New Zealand]] by [[Bluebird Foods]], a [[PepsiCo]] subsidiary in New Zealand. The product is made in Australia by [[Schweppes Australia]], and exported to New Zealand and distributed along with Bluebird potato chips.

 

 

==Products==

[[File:GatoradeG4types.png|thumb|right|380px|<div class="center" style="width:auto; margin-left:auto; margin-right:auto;">G Series introduced in 2010, from left to right:</div>'''Prime 01''' (pre-game fuel)<br />'''Perform 02: Gatorade Thirst Quencher''' (original Gatorade)<br />'''Perform 02: G2''' [[low-calorie]]<br />'''Recover 03''' (post-game protein)]]

 

 

* The '''Prime 01''' product line consists of a pre-game fuel in a gel consistency, positioned for consumption prior to athletic activity.<ref name=factsheetGatorade />

Gatorade's inventors went on to develop new sports drinks. Gatorade's owners sued to acquire rights to these new products, but they never made them available publicly. First, Shires and Cade developed Go!, a drink that, unlike Gatorade, contained protein to stimulate muscular recovery. Stokley-Van Camp paid "a fee to have the exclusive rights for some period of time, but they never did develop it".<ref>{{cite web|last=Shires|first=Dana|title=Dana Leroy Shires, Jr.|url=http://ufdc.ufl.edu/UF00006306/00001/19j?search=chocolate+milk|publisher=University of Florida Digital Collection|access-date=2014-03-21}}</ref>

 

 

"The invention described here is a novel fluid composition which surprisingly and advantageously maintains blood volume at levels well above those observed in the absence of fluids or even with Gatorade."<ref>{{cite book|last=Rovell|first=Darren|title=First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon|date=September 2, 2005|publisher=AMACOM|isbn=0814410952|page=191}}</ref>

 

[[File:Gatorade facility (6837738405).jpg|thumb|Inside the facility in 2012]]

 

 

In 2001, the GSSI observed that professional race car drivers were not maintaining adequate levels of hydration during races, attributable to the nature of drivers enduring multiple-hour races in high temperatures. As a result, it developed a product called the "Gatorade In-Car Drinking System", which has since been implemented in the vehicles of many professional race car drivers.<ref name=racecardr>{{cite news |last=Circelli |first=Deborah |title=Race drivers struggle to stay cool |url=http://www.news-journalonline.com/news/local/east-volusia/2010/07/02/race-drivers-struggle-to-stay-cool.html |access-date=January 19, 2011 |newspaper=The Daytona Beach News-Journal |date=July 2, 2010 |url-status=dead |archive-url=https://web.archive.org/web/20101111014751/http://www.news-journalonline.com/news/local/east-volusia/2010/07/02/race-drivers-struggle-to-stay-cool.html |archive-date=November 11, 2010 |df=mdy }}</ref>

 

 

==Advertising and publicity==

[[File:McLaren M16E 1975 Gatorade.jpg|thumb|McLaren M16E Indycar driven by Johnny Rutherford in 1975]]

 

[[File:Gianni BUGNO.jpg|thumb|right|Professional [[road racing cyclist]] [[Gianni Bugno]] during [[1993 Tour de France]] in [[Chateau d'Ax (cycling team)|Team Gatorade]]]]