Gatorade is making its first major foray into the UK with the launch into the vending market from January next year in a bid to wrest market share from Coca-Cola’s Powerade brand.
The world’s biggest-selling sports drink is targeting sports and leisure outlets to reinforce its hydration qualities and build credibility as an exercise drink before launching into retail, a move expected
later in the year.
A 500ml sport-cap bottle has been designed and the drink will be available in orange and lemon flavours.
Gatorade, which gets its name from the University of Florida’s American football team the Gators, was first launched in the mid-1960s. However, the company had not chosen to target the UK until it felt the time was right, according to Britvic category director Andrew Marsden. “In the UK, the potential for success of a scientifically proven and credible sports drink like Gatorade is huge,” he said. “We expect Gatorade to be a prominent player in UK sports drinks as consumers who care about their personal athletic performance turn to its proven rehydration qualities.”