page_title: Gatorade
section_title: Products
hierarchical_section_title: Gatorade / Products
caption_attribution_description: Gatorade Rain bottles lined up on a supermarket shelf. This specific flavor was discontinued in 2009.
context_page_description: The Gatorade Company, Inc. is an American manufacturer of sports-themed beverage and food products, built around its signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and is distributed in over 80 countries. The beverage was first developed in 1965 by a team of researchers led by Robert Cade. It was originally made for the Gators at the University of Florida to replenish the carbohydrates that the school's student-athletes burned and the combination of water and electrolytes that they lost in sweat during rigorous sports activities.
  Originally produced and marketed by Stokely-Van Camp, the Gatorade brand was purchased by the Quaker Oats Company in 1983, which, in turn, was bought by PepsiCo in 2000. As of 2010, Gatorade is PepsiCo's 4th-largest brand, on the basis of worldwide annual retail sales. It competes with Coca-Cola's Powerade and Vitaminwater brands worldwide, and with Lucozade in the United Kingdom. Within the United States, Gatorade accounts for approximately 75% of market share in the sports drink category.
context_section_description: In its early years, the Gatorade brand consisted of a single product line, Gatorade Thirst Quencher, which was produced in liquid and powder form under two flavor variants: Lemon Lime and Orange. These remained as the only two flavor options for nearly 20 years, until the addition of the fruit punch flavor in 1983. In 1988 a Citrus Cooler flavor was introduced. The rise to popularity of this flavor was largely a 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. The Citrus Cooler flavor was reportedly discontinued at some point in the 1990s; however, as of 2011, it is listed as being a current product in the U.S. In the late 1970s and early 1980s, as well as the late 1990s to early 2000s, a Gatorade brand of chewing gum called Gator Gum was produced. The product, manufactured by 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.
  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. 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. 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".
  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. 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.
  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 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. G2 was meant for athletes off the field and the yoga crowd. As of 2015, 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.
  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% more electrolytes tha
caption: Introduced as Gatorade Ice in 2002, this flavor was re-labeled as Gatorade Rain in 2006 and No Excuses in 2009.
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