It had the same basic formulation as the original but lighter flavors. There were some notable failures for the brand. The saccharine-sweetened Gatorade Light, introduced in , failed to catch on with its target audience of women. Midnight Thunder, a black-colored, blackberry-flavored variant, also proved unappealing.
The Gatorgum chewing gum of the s was another flop. More short-lived side ventures that threatened to dilute the brand included the fruit juice-based Freestyle and the caffeinated Sunbolt energy drink. Gatorade also failed to build a significant presence in the energy bar business despite launches in and Jordan's contract was extended through In the late s, Gatorade increased its endorsement roster to include several star athletes.
Introduced around , the very successful "Is It In You" campaign featured weekend recreational athletes. The ads visualized the sweating process with computer graphics. Coca-Cola and Pepsi sought to dominate the growing sports drink market with their new products Pepsi's carbonated product being called Mountain Dew Sport, later All Sport. Gatorade, notes Rovell, helped stave off the attacks by a proliferation of flavors that the soda giants' distribution networks were not equipped to match.
It also gave increased attention to growing convenience stores as a marketing channel. Another area of interest was the growing Hispanic market, for whom Gatorade rolled out a line of "Xtremo" tropical flavors in Gatorade was so dominant, however, that it expanded its view of the competition to include bottled water and other beverages in addition to the sports drink category.
Its own Propel fitness water was introduced regionally in and nationally two years later. The Gatorade logo was displayed on the sub-brand's packaging. Propel had very few calories and, unlike Gatorade, included vitamin additives, which Gatorade had always maintained did not enhance performance during athletic activity. PepsiCo, Inc. Endurance Formula, with more sodium and potassium, addressed the issues of cramping on extra hot days and tied in to the popularity of endurance sports.
According to First in Thirst, the elixir was developed after some cramp-ridden football players were spotted quaffing Pedialyte on extra-hot days. Over the years, doctors had come to dispense Gatorade to dehydrated patients. Although Abbott Laboratories Ltd. The company maintains that its formula of carbohydrates sucrose, glucose and fructose and electrolytes potassium and sodium is the optimal mixture for stimulating fluid absorption, helping the body maintain fluid balance, providing energy to working muscles and enhancing athletic performance.
To achieve a world-class level of sports-nutrition research, Powers says the Gatorade Sports Science Institute employs numerous full-time exercise and nutritional scientists and also collaborates with researchers from universities worldwide. Craig Tisher says deserves headlines of its own. Cade, the inventor, is an award-winning medical teacher and productive scientist whose eclectic interests range from playing the violin to reading and writing poetry, growing roses and restoring and showing antique Studebaker cars.
It is his love of learning, however, that still attracts him five days a week to his laboratory. At 75, the idea of retirement is out of sync with the excitement he finds in the process of discovery. Cade found these children develop excess amounts of morphine-like compounds derived from casein in milk and gliadin from grains.
He determined that because the patients are unable to digest these compounds properly, chains of amino acid remain in the brain where they transmit false signals. In earlier studies of children with autism, he developed and demonstrated the effectiveness of a diet free of glutein, casein, milk and grain products.
Mobile Newsletter chat avatar. Mobile Newsletter chat subscribe. Prev NEXT. Everyday Innovations. Who invented sports drinks? The "Gatorade dunk" sports tradition has been around since the s. Cite This! Print Citation. Cade and his team worked diligently to develop the optimum hydration formula that would become Gatorade, the Gatorade Sports Science Institute was founded in Barrington, Illinois, to conduct scientific research in the areas of exercise science, hydration, and sport nutrition.
Three years later, the lab would be expanded to provide advanced testing for athletes and new Gatorade products and flavors and develop education materials for sports health professionals around the world.
In , after determining that professional race car drivers were not staying adequately hydrated throughout the course of their races, Gatorade and GSSI begin working with auto racing organizations to develop a hydration tool that could withstand degree temperatures and keep drivers hydrated safely throughout the course of a race.
After years of careful research by the staff at GSSI into the needs of athletes engaged in high-demand training and competition, Gatorade launched the Gatorade Performance Series, an elite line of sports nutrition products, in Featuring a higher concentration of sodium—the key electrolyte found in Original Thirst Quencher—and four other electrolytes lost in sweat, Gatorade Endurance Formula is quickly becoming a mainstay on race courses the world over.
Gatorade and GSSI continue to search for and study new and innovative ways to help athletes improve performance by facilitating proper hydration and nutrition.
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