**1. History and Ownership:**
– Developed in 1965 by University of Florida researchers.
– Purchased by Quaker Oats Company in 1983 and later acquired by PepsiCo in 2001.
– International expansion in the 1980s and 1990s, introduced in over 80 countries by 2010.
– Named Gatorade to avoid FDA restrictions.
– Commercialized in 1969 by Stokely-Van Camp.
– Leading sports drink brand in multiple countries.
**2. Product Line and Innovation:**
– Includes sports drinks, nutrition bars, protein drinks.
– Variants like Gatorade Light and Gatorade Zero.
– Continual innovation in product development and marketing strategies.
– Introduced localized flavors in various countries.
– Official sports drink of the NFL since 1969.
– Introduced innovative products like Gatorade Gx.
– Gatorade Thirst Quencher had various flavors and product extensions over the years.
**3. Marketing and Sales:**
– Competes with Powerade and Vitaminwater.
– Holds 67.7% market share in the U.S.
– PepsiCo’s fourth-largest brand by retail sales.
– Introduced localized flavors in various countries.
– Re-introduced to New Zealand in 2011.
– Introduced limited edition bottles and endorsement deals with athletes like Tiger Woods.
**4. Research and Development:**
– Gatorade inventors developed new sports drinks.
– Gatorade Sports Science Institute (GSSI) conducts research on exercise, nutrition, and hydration.
– GSSI works with professional athletes and sponsors health and fitness research.
– Introduced G Series categorized into various segments like Prime 01, Perform 02, and Recover 03.
– Gatorade products like Gatorlyte and Fast Twitch were developed based on research and consumer needs.
**5. Ingredients, Nutrition, and Controversies:**
– Gatorade products contain sugar, sodium, and potassium.
– Brominated vegetable oil was replaced with sucrose acetate isobutyrate.
– Concerns over sugar content and weight gain in teens have been raised.
– Gatorade removed controversial ingredients and emphasized healthy beverage initiatives.
– Debate on hydration benefits compared to water and positions by sports organizations on exercise and fluid replacement.
Gatorade is an American brand of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and is distributed in over 80 countries. The beverage was first developed in 1965 by a team of researchers led by Dr. Robert Cade. It was originally made for the Gators at the University of Florida to replenish the carbohydrates that the school's student-athletes burned and the combination of water and electrolytes that they lost in sweat during vigorous sports activities.
 The current Gatorade logo, produced by TBWA\Chiat\Day | |
| Product type | Sports drink Nutrition bar Protein drink Other sports nutrition products |
|---|---|
| Owner | PepsiCo (via Quaker Oats Company & S-VC, Inc.) |
| Country | United States |
| Introduced | September 9, 1965 |
| Markets | 80 countries including the United States, Canada, Brazil, France, Germany, United Kingdom and Australia |
| Previous owners | Dr. Robert Cade Stokely-Van Camp |
| Website | gatorade |
Originally created at University of Florida in 1962, then produced and marketed by Stokely-Van Camp in 1965, the Gatorade brand was purchased by the Quaker Oats Company in 1983, which, in turn, was bought by PepsiCo in 2000. As of 2010, Gatorade is PepsiCo's fourth-largest brand, on the basis of worldwide annual retail sales. It competes with Coca-Cola's Powerade and Vitaminwater brands worldwide, and with Lucozade in the United Kingdom. Within the United States, Gatorade accounts for approximately 67.7% of market share in the sports drink category.