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Gatorade getting into the supplement business

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Hi - did anyone notice that in the below press release...Gatorade will

be selling Gatorade branded products (the Tiger Woods line) where some

of the drinks will contain dietary supplements (i.e., theanine, a

flavonoid from green tea used for " stress reduction " ), so after all of

these years....Gatorade has joined what other companies do and should

offer the same critisism of themselves as they do on other products and

companies. Will Gatorade have confirmatory indepdent studies to back up

their claims (for these supplement/CES combo drinks) ? Will Gatorade

follow the right regulatory for labeling for these supplement beverages?

Will FDA go after Pepsi/Gatorade like they are goping after Coca Cola

for the implied marketing of diet coke with vitamins?

CHICAGO (December 29, 2008) - The Gatorade Company, a division of

PepsiCo (PEP), is redesigning everything from the sidelines to the shelf

to appeal to a broader range of athletes and active people. Headlined by

enhanced beverages in bold new packaging, the nation's leading sports

drink is continuing to deliver the scientifically proven hydration and

performance benefits that built the brand.

" Just like any good athlete, Gatorade is taking it to the next level, "

said Robb O'Hagan, chief marketing officer for Gatorade. " Whether

you're in it for the win, for the thrill or for better health, if your

body is moving, Gatorade sees you as an athlete, and we're inviting you

into the brand. "

This new Gatorade attitude will be most visible through a total

packaging redesign. For example, Gatorade® Thirst Quencher will put

the letter G front and center along with the brand's iconic bolt. For

Gatorade, G represents the heart, hustle, and soul of athleticism and

will become a badge of pride for anyone who sweats, no matter where

they're active.

To help differentiate the full range of Gatorade offerings from

traditional Gatorade Thirst Quencher, each beverage will convey the

attitude of a tough-love coach or personal trainer, through in-your-face

names on the label and nutrition benefits inside.

*)Gatorade Fierce® is now Bring It - Athletes have always had to

" Bring It " to their practices, competitions and workouts and now the

beverage will project this mindset and contain an excellent source (25%

Daily Value) of B vitamins (B-3, B-5, B-6) to help meet the demands of

energy metabolism.

*)Gatorade X-Factor® changes to Be Tough - " Be Tough " will enjoy

the added benefit of an excellent source (20% Daily Value) of the

antioxidant vitamin E to help protect the active body.

*)Gatorade AM is now called Shine On - Developed with morning

flavors, the beverage helps morning exercisers to " Shine On " during

their workouts and will contain an excellent source (20% Daily Value) of

vitamin C to help active people as they attack their day.

*)Gatorade Rain becomes No Excuses - Active people know there

are " No Excuses " for missing a workout or activity. The new packaging

reflects this new attitude and the beverage inside remains the crisp,

clean taste fans love.

Low-calorie G2® from Gatorade will deliver significant nutrition

enhancements by providing an excellent source (25% Daily Value) of B

vitamins (B-3, B-5, B-6) and a good source (10% Daily Value) of vitamin

C and vitamin E, all of which help meet the nutrient needs of active


Additionally, Gatorade Tiger has been updated to call out its new

Focus benefit inspired by the legendary mental toughness of Tiger Woods.

The product reformulation includes theanine which, combined with

carbohydrate and advanced hydration, helps promote mental focus.

Gatorade Tiger Focus also provides the added nutrition benefit of a

good source (10% Daily Value) of vitamin E, half the calories and 25

percent more electrolytes compared to Gatorade Thirst Quencher. "

Gatorade understands different people have different wants - you can't

speak to athletes and active people with a 'one size fits all'

mentality, " said Craig Horswill, senior research fellow, Gatorade Sports

Science Institute. " What athletes and active individuals do share is the

need for adequate hydration, which is delivered through Gatorade, the

most thoroughly researched sports beverage in the world - and we know

nothing rehydrates, refuels or replenishes better. "

The updated beverages will begin rolling out to stores later this year.

Grocery stores will offer the updated beverages in a 32-oz. single

bottle, 20-oz. 8-pack, and 12-oz. 6-pack. Convenience stores will sell

them in a 32-oz. and 20-oz. single bottle.Gatorade Tiger Focus will be

available at grocery stores in a 32-oz. single bottle and 16.9-oz.

8-packs, and at convenience stores in a 32-oz. and 16.9-oz. single


About Gatorade

The Gatorade Company is a division of PepsiCo (NYSE: PEP). The Gatorade

hydration portfolio includes the nation's leading sports drink,

Gatorade® Thirst Quencher, as well as Gatorade Tiger Focus, G2®

and propel®. Gatorade is designed to meet the needs of all athletes,

no matter where they're active. Gatorade is backed by more than 40 years

of research and is scientifically formulated and athletically proven to

quench thirst, replace fluids and electrolytes, and provide carbohydrate

energy to enhance athletic performance. G2 is a low-calorie sports drink

containing electrolytes, B vitamins and antioxidant vitamins C and E to

support a healthy lifestyle. Gatorade Tiger Focus contains theanine,

which when combined with advanced hydration and carbohydrate, helps

promote mental focus. As a line of lightly flavored, nutrient-enhanced

water beverages, propel has 10 calories per eight-ounce serving and

essential vitamins. PepsiCo's overall hydration portfolio includes

leadership brands Gatorade, propel, Aquafina® and SoBe Life Water®.

For more information, please visit www.gatorade.com and www.pepsico.com.

Source: The Gatorade Company

S. Kalman PhD, RD, CCRC, FACN

Miami Research Associates

Director, Nutrition & Applied Clinical Research

6141 Sunset Drive #301

Miami, FL. 33143


www.miamiresearch.com <http://www.miamiresearch.com/>

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