US: PepsiCo's Gatorade unveils new sports line

The Gatorade Company, a division of PepsiCo, has unveiled a new line of sports performance drinks as part of the brand's image makeover.

The ‘G Series’ will debut at the Super Bowl XLIV on Sunday (7 February) and will build on the momentum from Gatorade’s ‘G’ campaign last year, said PepsiCo today (5 February).

“For too long, this category has relied on flavour extensions and it's time to reset the clock in terms of functionality, and that's what we're doing in 2010,” said Sarah Robb O'Hagan, chief marketing officer for Gatorade.

The range includes; Gatorade Prime 01, Gatorade Perform 02, Gatorade Perform 02 (G2), and Gatorade Recover 03.

"Our goal is to leverage our scientific resources and knowledge of athletes to redefine the sports performance nutrition landscape," said O'Hagan. "As a first step, we are innovating our product lineup to meet a greater range of needs for more athletes."

The G Series products will rollout at retail gradually, with G2 appearing on shelf in its reframed Perform 02 label this month. In March, consumers will start to see Gatorade Thirst Quencher with its G Series label Gatorade Perform 02. Then in April, Gatorade Prime 01 and Gatorade Recover 03 will become available at grocery, drug, convenience, mass, and club stores.

Gatorade said it is also removing high fructose corn syrup from its Thirst Quencher and G2 products and is set to launch an “elite series” of products in spring.

In December, PepsiCo pledged a US$30m investment for 2010 to rejuvenate Gatorade.

The investment will include improvements in packaging and ingredients, with the removal of high fructose corn syrup (HFCS) from all Gatorade drinks.