Britvic is repositioning its Gatorade drink as a sports nutrition range and adding lines designed to be drunk before and after a workout.
In the US, Gatorade accounts for more than 70% of the sports drinks market but has just a 1.7% share in the UK [Nielsen September 2011].
Britvic is rebranding the current Gatorade product as Gatorade 02 Perform and has developed two new products to make up the three-strong G Series Pro range.
Gatorade 01 Prime (rsp: £1.49/118ml pouch), available in orange and berry fl avours, is designed for use up to 15 minutes before a workout or competition. Gatorade 02 Perform (rsp: £1.50/500ml) is available in RTD or powder form in blackcurrant, lemon and orange fl avours, and is designed to be consumed when the user is hot to replace sweat loss and to fuel muscles. Gatorade 03 Recover (rsp: £1.99/500ml), available in berry, is formulated for use up to 30 minutes after activity.
The brand’s extension into the UK’s £199m sports nutrition category would boost its reach and address athletes’ needs for performance, said head of marketing Jon Evans.