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+enigma[[Category:Gatorade|*]]
-{{Use mdy dates|date=January 2013}}
-{{Infobox brand
-|name='''BootySweat'''|headquarters=[[Chicago, Illinois]]
-|image=[[File:GatoradeGlogoconverted.svg|150px]]
-|caption=The current Gatorade "G" logo, produced by [[Chiat/Day|TBWA\Chiat\Day]].<ref>[http://offshootinc.com/blog/2009/04/28/thoughts-on-the-new-gatorade-branding/ Thoughts On The New Gatorade Branding | Offshoot Blog<!-- Bot generated title -->]</ref>
-|type=[[Sports drink]]<br />[[Energy bar|nutrition bar]]<br />[[Protein (nutrient)|protein drink]]<br />other sports nutrition products
-|currentowner=[[PepsiCo]]((Coca-Cola Products)) (owned by [[Quaker Oats Company]] and trademarked as Stokely-Van Camp)
-|origin=[[United States]]
-|introduced=September 9, 1965<ref>[http://www.cuny.edu/cc/higher-education/milestones-1900s.html Milestones - 1900s | University of Florida medical researcher Robert Cade invents Gatorade.]{{dead link|date=June 2012}}</ref>
-|markets=United States, Canada, United Kingdom, (80 countries total)
-|website=[http://www.gatorade.com/ gatorade.com]
-}}
-'''Gatorade''' is a brand of sports-themed food and beverage products, built around its signature product: a line of [[sports drink]]s. Gatorade is currently manufactured by [[PepsiCo]] and ((Coca-Cola))distributed in over 80 countries.<ref name=factsheetGatorade>{{cite web|title=Gatorade Fact Sheet|url=http://www.pepsico.com/Download/Gatorade_Company_Fact_Sheet.pdf|publisher=PepsiCo, Inc.|accessdate=January 24, 2011|year=2010}}</ref> The beverage was first developed in 1965 by researchers at the [[University of Florida]], to replenish the combination of water, [[carbohydrates]], and [[electrolytes]] that the school's student-athletes lost (in sweat) during rigorous athletic competitions. Thus, its name was derived from the collective nickname of the university's athletic teams, the [[Florida Gators]].
-Originally produced and marketed by [[Stokely-Van Camp]], the Gatorade brand was purchased by the [[Quaker Oats Company]] in 1983, which itself was bought by PepsiCo in 2001. As of 2010, Gatorade is PepsiCo’s 4th-largest [[brand]], on the basis of worldwide annual retail sales.<ref name=annrpt2010>{{cite web|title=2010 Annual Report|url=http://pepsico.com/annual10/downloads/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf|work=PepsiCo, Inc.|accessdate=July 27, 2011|page=16|format=PDF}}</ref> It only competes with [[Coca-Cola|Coca-Cola's]] [[Powerade]] and [[Vitaminwater]] brands worldwide; plus, [[Lucozade|Lucozade Sport]] in the [[United Kingdom]]. Within the United States, Gatorade accounts for approximately 75 percent market share in the sports drink category.<ref name=mktshare2010>{{cite journal|last=Montague-Jones|first=Guy|title=PepsiCo plans to distribute Gatorade direct to retailers|journal=Beverage Daily|date=September 2, 2010|url=http://www.beveragedaily.com/Markets/PepsiCo-plans-to-distribute-Gatorade-direct-to-retailers|accessdate=January 22, 2011}}</ref>
-==History==
-[[Image:Gatorade Early Testing Photo.jpg|thumb|right|University of Florida football player Chip Hinton testing out Gatorade in 1965, pictured next to one of its inventors, [[Robert Cade]]]]
-The first iteration of Gatorade was formulated in 1965 by a team of researchers at the University of Florida College of Medicine, including [[Robert Cade]], [[Dana Shires]], Harry James Free and Alejandro de Quesada.<ref name=born>{{cite web |url=http://www.gatorade.com/history/default.aspx|title=History|publisher=Gatorade|accessdate=April 16, 2012}}</ref>  It was created following a request from [[Florida Gators football]] head coach [[Ray Graves]] to aid athletes by acting as a hydrating replacement for body fluids lost during physical exertion in hot weather.  The earliest versions of the beverage consisted of a mixture of water, [[sodium]], [[sugar]], [[potassium]], [[phosphate]], and lemon juice.<ref name=gatoradehistprofile>{{cite web|last=Kays|first=Joe|title=Gatorade - The Idea that Launched an Industry|url=http://www.research.ufl.edu/publications/explore/v08n1/gatorade.html|publisher=University of Florida Research|accessdate=January 24, 2011|year=2003}}</ref>  Ten players on the University of Florida football team tested the first version of Gatorade during practices and games in 1965, and the tests were deemed successful.  The football team credited Gatorade as having contributed to their first [[Orange Bowl (game)|Orange Bowl]] win over the [[Georgia Institute of Technology|Georgia Tech]] [[Georgia Tech Yellow Jackets football|Yellow Jackets]] in 1967, at which point the drink gained traction within the athletic community.  Yellow Jackets coach [[Bobby Dodd]], when asked why his team lost, replied: "We didn't have Gatorade.  That made the difference."<ref name="inventions">{{cite web|title='Football Inventions That Shaped the Modern Game'|url=http://www.inventhelp.com/Football_Inventions.asp|date=September 6, 2007|accessdate=September 6, 2007}}</ref>
-Shortly after the 1967 [[Orange Bowl]], Robert Cade entered into an agreement providing [[Van Camp's|Stokely-Van Camp, Inc.]] (S-VC), a canned-food packaging company, with the U.S. rights to production and sale of Gatorade as a commercial product.<ref name="gatoradehistprofile"/>  In the same year, a licensing arrangement made Gatorade the official sports drink of the [[National Football League]], representing the first in a history of professional sports sponsorship for the Gatorade brand.  A year after its commercial introduction, S-VC tested multiple variations of the original Gatorade recipe, finally settling on more palatable variants in lemon-lime and orange flavors.  This reformulation also removed the sweetener [[cyclamate]]-which was banned by the [[Food and Drug Administration|FDA]] in 1969-replacing it with additional [[fructose]].<ref name="chemcases">{{cite web | title='Gatorade 21. Stokeley'sResponse'|work=ChemCases.com |url=http://chemcases.com/gatorade/gatorade21.htm|accessdate=April 28, 2007}}</ref>  In the early 1970s, legal questions arose regarding whether or not the researchers who invented Gatorade were entitled to ownership of its rights, since they were working under a federal government grant that provided stipends at the time.<ref name=gatoradehistprofile /> The University of Florida also claimed partial rights ownership, which was brought to resolution in 1973 in the form of a settlement awarding the university with a 20 percent share of Gatorade [[royalties]], totaling $100 million as of 2004.<ref>{{cite web|title=Inventor of the Week: Robert Cade|publisher=Massachusetts Institute of Technology|date=May 2004|url =http://web.mit.edu/invent/iow/cade.html}}</ref>
-[[Image:Gatorade logo.svg|thumb|left|Prior version of the Gatorade logo, in use (with minor variations) from 1973-2009.]]The Quaker Oats Company purchased S-VC and Gatorade in 1983 for a sum of $220 million, following a bidding war with rival [[Pillsbury Company|Pillsbury]]. In its first two decades of production, Gatorade was primarily sold and distributed within the [[United States]]. Beginning in the 1980s, then-parent Quaker Oats Company began to work at expanding distribution of Gatorade beyond the United States, venturing into [[Canada]] in 1984, regions of [[Asia]] in 1987, [[South America]] and parts of [[Europe]] in 1988, and [[Australia]] in 1993. International expansion came at the cost of $20 million in 1996 alone; however the resulting efforts produced worldwide sales of $283 million in more than 45 nations during the same year.<ref name=galehist>{{cite journal|title=The Gatorade Company Profile|journal=International Directory of Company Histories, Gale Group|year=2007|volume=82}}</ref> In 1997, distribution of Gatorade in an additional 10 countries prompted an 18.7 percent growth in annual sales.<ref name=rovellbook>{{cite book|last=Rovell|first=Darren|title=First in thirst: how Gatorade turned the science of sweat into a cultural phenomenon|year=2005|publisher=AMACOM|isbn=978-0-8144-7299-6|page=256|url=http://books.google.com/?id=uNJIXCE7cSkC&lpg=PA186&dq=david%20whitford%20AND%20gatorade&pg=PP1#v=onepage&q&f=false}}</ref>
-In 2001, the multinational food and beverage company [[PepsiCo]] acquired Gatorade's parent company, the Quaker Oats Company, for $13 billion in order to add Gatorade to its portfolio of food and beverage brands. PepsiCo had also recently developed [[All Sport]], which it divested of shortly following the Quaker acquisition to satisfy [[antitrust]] regulations. Worldwide development of Gatorade continued into the 2000s, including expansion into [[India]] in 2004 and the [[U.K.]] and [[Ireland]] in 2008.<ref name=rovellbook /> As of 2010, Gatorade products were made available for sale in more than 80 countries.<ref name=factsheetGatorade /> As the number one sports drink by annual retail sales in the United States, Canada, Mexico, Italy, Argentina, Brazil, Venezuela, Colombia, Indonesia and the Philippines, Gatorade is also among the leading sports drink brands in [[Korea]] and Australia.<ref name=fundinguniv>{{cite web|title=PepsiCo Company History|url=http://www.fundinguniverse.com/company-histories/PepsiCo-Inc-Company-History.html|publisher=Funding Universe|accessdate=January 24, 2011}}</ref>
-As distribution of Gatorade expanded outside of the U.S., localized flavors were introduced to conform to regional tastes and cultural preferences, among other factors. For example, Blueberry is available in [[Colombia]], and in [[Brazil]] a Pineapple flavor of Gatorade is sold. [[Rainbow]] has been a flavor sold in [[Russia]], and in [[Australia]], flavors include Antarctic Freeze and Wild Water Rush. Some flavors that have been discontinued in the U.S., such as Alpine Snow and Starfruit, have since been made available in other countries.<ref name=rovellbook/>
-In 2011, Gatorade was reintroduced to New Zealand by [[Bluebird Foods]], a [[Pepsico]] subsidiary in New Zealand. The product is made in Australia by Schweppes Australia and imported to New Zealand and distributed along with Bluebird potato chips.
-==Products==
-[[Image:GatoradeOriginalGlassBottle.jpg|thumb|right|180px|Lemon-lime Gatorade in a glass bottle, circa 1970s]]In its early years, the Gatorade brand consisted of a single product line — '''Gatorade Thirst Quencher''' — which was produced in liquid and [[drink mix|powder form]] under two flavor variants: ''lemon-lime'' and ''orange''.<ref name=backpacker>{{cite journal|title=Gatorade Thirst Quencher|journal=Backpacker Magazine|year=1977|month=June|volume=5|issue=21|page=26|url=http://books.google.com/books?id=_98DAAAAMBAJ&lpg=PA26&dq=%22Gatorade%20Thirst%20Quencher%22%20orange%20lemon-lime&pg=PA26#v=onepage&q=%22Gatorade%20Thirst%20Quencher%22%20orange%20lemon-lime&f=false|accessdate=January 24, 2011|author1=Active Interest Media, Inc}}</ref> These remained as the only two flavor options for nearly 20 years, until the addition of the ''fruit punch'' flavor in 1983.<ref name=fruitpunchinv>{{cite book|last=McLain|first=Bill|title=What Makes Flamingos Pink?: A Colorful Collection of Q & A's for the Unquenchably Curious|year=2002|publisher=Harper Collins|isbn=978-0-06-000024-0|page=144|url=http://books.google.com/books?id=haHxWc1vllwC&lpg=PA144&dq=Gatorade%20%22fruit%20punch%22%201983&pg=PA144#v=onepage&q=Gatorade%20%22fruit%20punch%22%201983&f=false}}</ref> In 1988 a ''Citrus Cooler'' flavor was introduced. The rise to popularity of this flavor was largely result of Michael Jordan, who, at the height of his NBA career in the early 1990s, stated that it was his favorite flavor. This claim appeared on the packaging beginning in 1991, as part of a 10-year endorsement deal.<ref name=jordancitruscooler>{{cite news|last=Rovell|first=Darren|title=Gatorade Makes Limited Edition Jordan Bottles|url=http://www.cnbc.com/id/31783427/Gatorade_Makes_Limited_Edition_Jordan_Bottles|accessdate=August 17, 2011|newspaper=CNBC|date=July 7, 2009}}</ref><ref name=citruscooler2>{{cite news|last=Rovell|first=Darren|title=Powerade FLAVA23 hits shelves next month|url=http://sports.espn.go.com/espn/sportsbusiness/news/story?id=1861904|accessdate=August 17, 2011|newspaper=Powerade FLAVA23 hits shelves next month|date=August 18, 2004}}</ref> The Citrus Cooler flavor was reportedly discontinued at some point in the 1990s;<ref name=citruscoolerdiscontinued>{{cite news|last=Rovell|first=Darren|title=Gatorade Blog|url=http://firstinthirst.typepad.com/darren_rovells_blog_on_al/2006/05/citrus_cooler_i.html|accessdate=August 17, 2011|newspaper=Darren Rovell's Gatorade Blog|date=May 16, 2006}}</ref> however as of 2011 it is listed as being a current product in the U.S.<ref name=citruscooler2011>{{cite web|title=Products - Original G / Citrus Cooler|url=http://www.gatorade.com/default.aspx#product?s=gatorade-g|publisher=Gatorade.com|accessdate=August 17, 2011}}</ref>
-In the late 1970s and early 1980s, as well as the late 90s to early 2000s, a Gatorade brand of [[chewing gum]] called '''Gator Gum''' was produced. The product, manufactured by [[Fleer|Fleer Corporation]], was available in both of Gatorade's original flavors (lemon-lime and orange). In the late 1970s, Stokely-Van Camp (owner of Gatorade before 1983) negotiated a long-term licensing deal with Swell and Vicks to market Gator Gum. The gum was discontinued in 1989 after the contract expired.<ref name=galehist /><ref name=rovellbook/>
-It was not until the mid and late 1990s that Gatorade beverages became available in a broader range of flavor variations. Among these initial flavor extensions were ''Watermelon'', introduced in 1995, and ''Cherry Rush'', ''Strawberry Kiwi'', and ''Mandarina'' flavors, added in 1996.<ref name=galehist /><ref name=rovellbook />{{rp|171}}<ref name=mandarina1>{{cite book|last=Parsons|first=Douglas J. Darymple; Leonard J.|title=Marketing management|year=2000|publisher=Wiley|location=New York|isbn=978-0-471-33238-1|page=136|url=http://books.google.com/books?id=EVIpy99KGiEC&q=mandarina+gatorade&dq=mandarina+gatorade|edition=7. ed.}}</ref> In January 1997 Gatorade launched a new sub-line called '''Gatorade Frost''' with the intent of broadening the brand's appeal beyond traditional team competitive sports. Three initial flavors under the Frost product line were introduced at this time: ''Alpine Snow'', ''Glacier Freeze'', and ''Whitewater Splash''.<ref name=frostinvented>{{cite journal|title=Gatorade Frost Introduced|journal=Creative, the Magazine of Promotion and Marketing|date=April 21, 1997|url=http://www.creativemag.com/onlweekly042197.html|accessdate=January 24, 2011}}</ref> Aimed at what the company described as the 'active thirst' category – a market 10 times the size of the sports drink segment – Gatorade Frost proved to be successful, far surpassing the company's initial expectations. Flavors in the Frost line were the first from Gatorade to divert from fruit names; it was described as consisting of 'light-tasting fruit-flavor blends.'<ref name=galehist />
-Gatorade revealed the '''Gatorade Energy Bar''' in 2001. This bar was Gatorade's first foray into solid foods and was introduced to compete with [[PowerBar]] and [[Clif Bar]]. Gatorade Energy Bars contained a large proportion of protein, in addition to carbohydrates. The bar was primarily made up of puffed grains and corn syrup, common components of other energy bars.<ref name=rovellbook /> In 2001, Gatorade introduced the '''Gatorade Performance Series''', a special line of sports nutrition products. These products include ''Gatorade Carbohydrate Energy Drink'', ''Gatorade Protein Recovery Shake'', the ''Gatorade Nutrition Shake'', and the ''Gatorade Nutrition Bar''. The ''Endurance Formula'', introduced in 2004, contained twice the sodium and three times the potassium of the typical Gatorade formula as well as [[chloride]], [[magnesium]] and [[calcium]], to better replace what athletes lose while training and competing.<ref name=timelinehist>{{cite web|title=U.S. History of Gatorade Products -Timeline|url=http://www.gatorade.com/Content/pdf/2006_Gatorade_Innovation.pdf|publisher=The Gatorade Company|accessdate=January 24, 2011|format=PDF|year=2006}}</ref>
-[[Image:Gatorade Rain no excuses.jpg|thumb|left|Introduced as ''Gatorade Ice'' in 2002, this flavor was re-labeled as ''Gatorade Rain'' in 2006 and '''No Excuses''' in 2009.]]Introduced in 2002, '''Gatorade Ice''' was marketed as a lighter flavored Gatorade and came in Strawberry, Lime, Orange, and Watermelon. All of these flavors were colorless and [[transparency (optics)|transparent]]. Ice was re-branded in 2006 as '''Gatorade Rain''' and the flavor selections altered. In late 2007, a low-calorie line of Gatorade drinks, named '''G2''', was released.<ref>{{cite web|title=Pepsi unveils low-calorie Gatorade 'G2'|publisher=CNN|publisher=CNN|date=September 7, 2007|url =http://money.cnn.com/2007/09/07/news/companies/pepsi_newproducts/index.htm| accessdate=December 14, 2007}}</ref> Still in production {{as of|2012}}, G2 has been produced in eight flavors: ''Orange'', ''Fruit Punch'', ''Grape'', ''Lemon-Lime'', ''Tropical blend'', ''Blueberry-Pomegranate'', ''Raspberry Melon'', and ''Glacier Freeze''.[[SymphonyIRI Group]] named G2 the "top new food product of 2008," noting that the product generated retail sales of $159.1 million in its first full year of production.<ref>{{cite news|first=Stuart|last=Elliott|title=A Strategy When Times Are Tough: "It's New!"|url=http://www.nytimes.com/2009/03/25/business/media/25adco.html|publisher=The New York Times|date=March 24, 2009|accessdate=March 26, 2009}}</ref>
-'''Gatorade Tiger''' was a Gatorade Thirst Quencher sports drink formed as the result of a sponsorship arrangement with [[Tiger Woods]]. Debuting in March 2008, Gatorade Tiger was available in ''Red Drive'' (cherry), ''Cool Fusion'' (lemon-lime), and ''Quiet Storm'' (grape). Gatorade Tiger contained 25 percent more electrolytes than Gatorade Thirst Quencher.<ref>{{cite web | title=Tiger endorsement firsts: U.S. beverage deal, licensing agreement | publisher=ESPN Golf | date=October 17, 2007 | url=http://sports.espn.go.com/golf/news/story?id=3066280}}</ref> As part of the 2009 rebranding, Gatorade Tiger was re-labeled as '''Focus'''. It was reformulated, adding the amino acid [[theanine]] which is naturally found in many forms of [[tea]], improving mental focus. Focus contained about 25&nbsp;mg per {{convert|8|USfloz|ml}} serving or 50&nbsp;mg per {{convert|16.9|USfloz|ml}} bottle. On 25 November 2009, it was reported by ''[[Beverage Digest]]'', and later confirmed by PepsiCo, that they had made a decision, several months before November 2009, to discontinue some products to make room for the Prime and Recover products as part of a then-upcoming G Series re-branding.<ref name="focus">{{cite news|url=http://news.bbc.co.uk/2/hi/business/8403418.stm|title=Gatorade drops Tiger Woods sponsorship |date=December 9, 2009|work=BBC News|accessdate=December 9, 2009}}</ref>
-===Re-branding===
-[[Image:GatoradeG4types.png|thumb|right|380px|<div class="center" style="width:auto; margin-left:auto; margin-right:auto;">G Series introduced in 2010, from left to right:</div>'''Gatorade Prime 01''' (pre-game fuel)<br />'''Perform 02: Gatorade Thirst Quencher''' (original Gatorade)<br />'''Perform 02: G2''' (low-calorie version of original Gatorade)<br />'''Gatorade Recover 03''' (post-workout Gatorade with additional protein)]]Between 2008 and 2010, Gatorade re-branded a number of its products.<ref name="gatorfaq">{{cite web|url=http://www.gatorade.com/frequently_asked_questions/|title=Gatorade FAQ|work=Gatorade.com|accessdate=January 15, 2009}}</ref> Original Gatorade was initially re-labeled as '''Gatorade G'''. Gatorade Rain was re-labeled as '''No Excuses'''. Gatorade AM was re-labeled '''Shine On'''; Gatorade X-Factor was relabeled as '''Be Tough'''; and Gatorade Fierce was relabeled '''Bring It'''. However these names were short-lived, as a two percent decline in market share in 2009 led to a broader repositioning of the entire line in 2010.<ref name=rebrandingmay10>{{cite news|last=Picchi|first=Aimee|title=Gatorade's Rebranding: So Confusing It Requires an Ad to Explain It|url=http://www.dailyfinance.com/story/company-news/gatorades-rebranding-so-confusing-it-requires-a-new-ad-to-expl/19467659/?icid=sphere_copyright|accessdate=January 24, 2011|newspaper=Daily Finance|date=May 6, 2010}}</ref><ref name="ajc1">{{cite news|last=McWilliams|first=Jeremiah|title=PepsiCo revamps ‘formidable' Gatorade franchise after rocky 2009|url=http://www.ajc.com/business/pepsico-revamps-formidable-gatorade-397505.html|accessdate=December 3, 2010|newspaper=The Atlanta Journal-Constitution|date=March 23, 2010}}</ref> Beginning in February 2010, the Gatorade product portfolio was re-positioned around what the company refers to as the '''G Series''',<ref name=GSeries>{{cite news|last=Spector|first=Bennett|title=Gatorade Conquers Hydration: Debuting 'G Series' Technology at Super Bowl XLIV|url=http://bleacherreport.com/articles/337710-gatorade-concurs-hydration-debuting-g-series-technology-at-super-bowl-xliv|accessdate=January 13, 2011|newspaper=Bleacher Report|date=February 1, 2010}}</ref> categorizing varieties of its products into three main segments: before, during, and after athletic events.<ref name="GSeries"/>
-*The '''Prime 01''' product line consists of a pre-game fuel in a gel consistency, positioned for consumption prior to athletic activity.<ref name=factsheetGatorade />
-*Traditional Gatorade products such as ''Gatorade Thirst Quencher'' (Original Gatorade), ''G2'', and ''Gatorade Powder'' are categorized under the '''Perform 02''' classification, representing their intention for consumption during periods of physical exertion.<ref name="GSeries"/>
-*'''Recover 03''' refers to a post-workout [[protein]] and [[carbohydrate]] drink, formulated with the consistency of a sports drink. The composition of this beverage reflects its intention to provide both [[hydrate|hydration]] and muscle recovery after exercise.<ref name=factsheetGatorade />
-'''G Series Pro''', a brand extension initially developed for professional athletes, began to be sold in [[Home Depot]] and [[Dick's Sporting Goods]] stores in the U.S. in 2010 after first being available only in professional locker rooms and specialized training facilities.<ref name=Gseriespro>{{cite news|last=Phillips|first=Aron|title=Gatorade G Series Pro Launches|url=http://dimemag.com/2010/04/gatorade-g-series-pro-launch-party/|accessdate=January 24, 2011|newspaper=Dime Magazine|date=April 15, 2010}}</ref> Also in 2010, Gatorade introduced the '''G Natural''' Gatorade line which is made with "natural flavors and ingredients,"specifically sweetened with [[Stevia]] and sold in [[Whole Foods]] grocery stores within the United States. G Natural was released in two flavors: G Orange Citrus and G2 Berry.<ref name=gnatural>{{cite news|title=New Gatorade is not for couch potatoes|url=http://blogs.reuters.com/shop-talk/2010/03/24/new-gatorade-is-not-for-couch-potatoes/|accessdate=January 24, 2011|agency=Reuters|date=March 24, 2010}}</ref> The G Series began to replace prior iterations of Gatorade product lines in the U.S. (the brand's highest volume market) in 2010,<ref name=gseriesline>{{cite journal|last=Buss|first=Dale|title=Gatorade Overhauls Brand Architecture With G Series Line|journal=Brand Channel|date=March 24, 2010|url=http://www.brandchannel.com/home/post/2010/03/24/gatorade-overhauls-brand-architecture-with-g-series-line.aspx|accessdate=January 24, 2011}}</ref> and Canada in 2011.<ref name="canadab">{{cite web|title=Gatorade announces G Series launch in Canada|url=http://www.canadianbusiness.com/markets/cnw/article.jsp?content=20100812_104502_2_cnw_cnw|publisher=Canadian Business|accessdate=December 3, 2010|date=August 12, 2010}}</ref> While Gatorade products have historically been developed for athletes engaging in competitive sporting events, a separate line of products formulated for consumption before, during and after personal fitness exercise was introduced in the U.S. in 2011.<ref name=agegfit>{{cite journal|last=Zmuda|first=Natalie|title=Gatorade Introduces G Series Fit; but Can Consumers Keep All Its Products Straight?|journal=Advertising Age|date=May 2, 2011|url=http://adage.com/article/news/gatorade-launches-g-series-fit-dedicated-ad-blitz/227315/|accessdate=July 28, 2011}}</ref> Labeled under the name '''G Series FIT''', this product line consists of pre-workout fruit-and-nut bites, lightly flavored electrolyte replacement drinks, as well as post-workout protein recovery smoothies.<ref name=sportsbusj>{{cite news|title=Gatorade Launches Campaign For G Series Fit Targeted At Fitness Athletes|url=http://www.sportsbusinessdaily.com/Daily/Issues/2011/05/02/Marketing-and-Sponsorship/Gatorade.aspx|accessdate=July 27, 2011|newspaper=SportsBusiness Journal|date=May 2, 2011}}</ref><ref name=streetgfit>{{cite news|title=PepsiCo: Impact of Gatorade G Series Fit on Stock|url=http://www.thestreet.com/story/10951963/1/pepsico-impact-of-gatorade-g-series-fit-on-stock.html|accessdate=July 28, 2011|newspaper=The Street|date=December 20, 2010}}</ref>
-==Composition==
-{{nutritional value
-|name=Original Gatorade&nbsp;Thirst&nbsp;Quencher
-|image=
-|caption=
-|serving_size={{convert|20|USfloz|ml}}
-|kcal=50
-|carbs=14
-|fat=0
-|protein=0
-|sugars=10
-|fiber=0
-|sodium_mg=5
-|potassium_mg=30
-|loat=right
-}}
-{{nutritional value
-|name=Original Gatorade&nbsp;Thirst&nbsp;Quencher
-|image=
-|caption=
-|name=Gatorade Perform 02
-|image=
-|caption=
-|serving_size={{convert|12|USfloz|ml}}
-|kcal=80
-|carbs=21
-|fat=0
-|protein=0
-|sugars=21
-|fiber=0
-|sodium_mg=150
-|potassium_mg=45
-|float=right
-}}
-The original Gatorade is based on [[oral rehydration therapy]], a mixture of salt, sugar, and water, with the citrus-based flavoring and food coloring added. The composition of individual Gatorade products varies depending upon the product in question, as well as the country in which it is sold. Gatorade Thirst Quencher contains water, [[sucrose]] (table sugar), [[dextrose]], [[citric acid]], natural flavor, [[sodium chloride]] (table salt), [[sodium citrate]], [[monopotassium phosphate]], and flavoring/coloring ingredients; some Gatorade flavor variations use [[brominated vegetable oil]] as a stabilizer.<ref>{{cite web|title=Frequently Asked Questions|work=gatorade.com|publisher=Gatorade|date=January 5, 2005|url=http://www.gatorade.com/frequently_asked_questions/|accessdate=May 28, 2007}}</ref> An {{convert|8|USfloz|ml}} serving of Gatorade Perform 02 (Gatorade Thirst Quencher) contains 50 calories, 14&nbsp;grams of carbohydrates, 110&nbsp;mg sodium and 30&nbsp;mg potassium.<ref name=gatoradenutritioninf>{{cite web|title=Gatorade Ingredients and Nutrition Content|url=http://pepsiproductfacts.com/infobyproduct.php?prod_size=20&brand_fam_id=1043&brand_id=1002&product=Gatorade+Lemon+Lime|publisher=Pepsi Product Facts|accessdate=January 24, 2011}}{{dead link|date=June 2012}}</ref>
-Gatorade Thirst Quencher is sweetened using a [[sucrose]]-[[dextrose]] mix. For a period of time in the 1990s and early 2000s, [[high fructose corn syrup]] was used to sweeten Gatorade distributed in North America, but as of 2011, the drink once again sweetened with a sucrose-dextrose combination, which the company describes as being "preferred by consumers." G2 and G2 Natural, labeled as being "lower calorie" variants, are sweetened in part with [[PureVia]], an extract of the [[Stevia]] plant.<ref>{{cite web|title=Frequently Asked Questions|work=gatorade.com|publisher=Gatorade|date=January 1, 2010|url=http://www.gatorade.com/frequently_asked_questions/|accessdate=May 13, 2010}}</ref>
-The presence of calories, sugar and sodium in Gatorade products has drawn attention from public school constituents, who have raised question over whether the sale of Gatorade beverages should be permitted in such schools. In 2010, California Governor [[Arnold Schwarzenegger]] sponsored a bill ({{USBill|110|SB|1295}}) which proposed a ban on the sale of sports drinks in [[California]] schools.
-In January 2013, due to the efforts of Sarah Kavanagh, the Gatorade manufacturer (PepsiCo) has agreed to remove a [[brominated vegetable oil|Brominated Vegetable Oil]] from its Gatorade products in USA amidst health concerns.<ref name=gatoradeshower>{{cite news|last=Eng|first=Monica|title=Gatorade to drop BVO after consumer complaints|url=http://articles.chicagotribune.com/2013-01-26/news/ct-nw-gatorade-bvo-20130126_1_bvo-gatorade-sarah-kavanagh|accessdate=January 29, 2013|newspaper=Chicago Tribune|date=January 29, 2013}}</ref>
-The composition of Gatorade in Europe, Japan and India remains unaffected as [[brominated vegetable oil|BVO]] was outlawed there 23 years earlier.
-==Research and development==
-[[Image:Gatorade Sports Science Institute.jpg|thumb|left|The work of the Gatorade Sports Science Institute,<ref name="GSSI"/> located in [[Barrington, Illinois]], is often featured in the company's commercials.]]The Gatorade Sports Science Institute (GSSI) is a research facility operated in [[Barrington, Illinois]] that has been featured in a number of the company's commercials.<ref name="GSSI">[http://www.gssiweb.com/Histroy_GSSI.aspx?ExpandMenu=6 Gatorade Sports Science Institute]</ref> Established in 1985,<ref name=factsheetGatorade /> this organization consists of scientists studying the correlation and effects of exercise, environmental variables, and nutrition on the human body. It regularly conducts testing and research on how hydration and nutrition affect athletic performance.<ref name="GSSI"/> Professional athletes such as [[Eli Manning]]<ref name="foxeli">{{cite news|title=Eli Manning On Good Day NY|url=http://www.myfoxny.com/dpp/good_day_ny/100204-eli-manning-on-good-day-ny|accessdate=December 2, 2010|newspaper=My Fox New York|date=February 4, 2010}}{{dead link|date=June 2012}}</ref> as well as collegiate and amateur athletes have been involved in fitness testing programs at the GSSI, which in part have led to innovations in new Gatorade formula variations and product lines.<ref name="sportsillustrated">{{cite journal|last=Konecky|first=Chad|title=Sports drinks like Gatorade hydrate better than water|journal=Sports Illustrated|date=July 19, 2006|url=http://sportsillustrated.cnn.com/2006/highschool/07/19/gatorade.study/|accessdate=December 2, 2010}}</ref>
-In 2001, the GSSI observed that professional race car drivers were not maintaining adequate levels of hydration during races, attributable to the nature of drivers enduring multiple-hour races in high temperatures. As a result, it developed a product called the "Gatorade In-Car Drinking System," which has since been implemented in the vehicles of many professional race car drivers.<ref name=racecardr>{{cite news|last=Circelli|first=Deborah|title=Race drivers struggle to stay cool|url=http://www.news-journalonline.com/news/local/east-volusia/2010/07/02/race-drivers-struggle-to-stay-cool.html|accessdate=January 19, 2011|newspaper=The Daytona Beach News-Journal|date=July 2, 2010}}</ref>
-==Advertising and publicity==
-Gatorade is the official sports drink of [[NASCAR]], the [[NFL]], [[MLB]], [[NBA]], [[WNBA]], [[USA Basketball]], [[NHL]], [[Association of Volleyball Professionals]], [[United States Soccer Federation|US Soccer Federation]], [[Major League Soccer]], High School Sports Teams, and other professional and collegiate athletic organizations,<ref name=factsheetGatorade /> providing supplies of the drinks to sponsored teams in some cases. Distribution was extended to include the U.K. in 2008, coinciding with an agreement designating Gatorade as the official sports drink of the [[Chelsea F.C.]]<ref name=chelseafc>{{cite news|last=Fraser|first=Adam|title=Gatorade to sponsor Leaders in Performance|url=http://www.sportspromedia.com/notes_and_insights/gatorade_backing_leaders_in_performance/|accessdate=January 21, 2011|newspaper=Sports Pro Media|date=September 1, 2009}}</ref><ref name=chelseafc2>{{cite news|last=Bowser|first=Jacquie|title=Gatorade signs sponsorship deal with Chelsea FC|url=http://www.brandrepublic.com/news/741707/gatorade-signs-sponsorship-deal-chelsea-fc/|accessdate=January 21, 2011|newspaper=Brand Republic|date=October 2, 2007}}</ref> Gatorade's 1991 "Be Like Mike" ads featured [[Michael Jordan]] of the [[Chicago Bulls]], a North American [[basketball]] team which had just won its first [[National Basketball Association]] championship at the time. The ads began airing in August 1991 and the phrase "Be Like Mike" became household lingo in America.<ref>A more detailed account of its creation appears in {{cite book|first=Darren|last=Rovell|authorlink=Darren Rovell|title=First in thirst: how Gatorade turned the science of sweat into a cultural phenomenon|location=New York|publisher=American Management Association|year=2006|oclc=60393271 }}</ref> In more recent years, the Gatorade brand has continued to employ professional sports athletes in the promotion of its products. Primary endorsers in the 2000s have included [[Major League Baseball]] player [[Derek Jeter]], [[National Hockey League]] player [[Sidney Crosby]], [[National Basketball Association]] player [[Dwyane Wade]], [[PGA Tour]] golfer [[Tiger Woods]], and [[National Football League]] quarterback [[Peyton Manning]].<ref name="usatodaygmk">{{cite news|last=Howard|first=Theresa|title=Gatorade ready to pump up marketing efforts|url=http://www.usatoday.com/money/advertising/2007-11-28-gatorade_N.htm|accessdate=December 2, 2010|newspaper=USA Today|date=November 29, 2007}}</ref>
-==In popular culture==
-Gatorade has been the subject of substantial media attention and reference in popular culture situations, most of which are in relation to team or individual athletic sports. The most notable and ongoing presence of Gatorade in popular culture is the [[Gatorade shower]], originally called the "Gatorade Dunk," where players from a victorious team pick up the Gatorade cooler, sneak up behind the head coach, and pour the contents of the cooler (generally Gatorade and ice) over his head at the end of an [[American football]] game. This tradition was popularized in the mid-1980s when [[Harry Carson]] and [[Jim Burt (American football)|Jim Burt]], of the [[New York Giants]], doused head coach [[Bill Parcells]] during the 1985 season. Burt's teammates picked up on this practice and popularized it during the team's championship season of 1986–87. The tradition has since become a recurring tradition across other team sports.<ref name=gatoradeshower>{{cite news|last=Trex|first=Ethan|title=Who invented the Gatorade shower?|url=http://www.cnn.com/2010/LIVING/wayoflife/01/07/mf.gatorade.shower.inventors/index.html#cnnSTCText|accessdate=January 24, 2011|newspaper=CNN|date=January 7, 2010}}</ref>
-==References==
-{{Reflist|30em}}
-==External links==
-* [http://www.gatorade.com/ Gatorade.com]
-* [http://www.gssiweb.com/ Gatorade Sports Science Institute]
-* [http://www.pepsico.co.uk/gatorade Gatorade page on PepsiCo International UK & Ireland]
-{{PepsiCo}}
-{{Sports Drinks}}
-{{University of Florida}}
-[[Category:Gatorade|*]]
 [[Category:1965 introductions]]
 [[Category:Florida Gators football]]