page_title: Gatorade
section_title: Research and development
hierarchical_section_title: Gatorade / Research and development
caption_attribution_description: English: Photo of Gatorade Sports Science Institute on West Main Street in Barrington, Illinois.
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 It was originally made for the Gators at the University of Florida to replenish the carbohydrates that the school's student-athletes burned and the combination of water and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: Gatorade's inventors went on to develop new sports drinks. Gatorade's owners sued to acquire rights to these new products, but they never made them available publicly. First, Shires and Cade developed Go!, a drink that, unlike Gatorade, contained protein to stimulate muscular recovery. Stokley-Van Camp paid "a fee to have the exclusive rights for some period of time, but they never did develop it".
  In 1989, Dr. Cade created a new sports drink that he claimed was more effective than Gatorade. The new product was called TQ2, shorthand for Thirst Quencher 2. The patent application read:
  "The invention described here is a novel fluid composition which surprisingly and advantageously maintains blood volume at levels well above those observed in the absence of fluids or even with Gatorade."
  In an experiment with cyclists, Cade found that TQ2 allowed athletes to endure for 30% longer than Gatorade.
  Cade pitched the TQ2 product to Pepsi and other beverage companies. Meanwhile, Gatorade's owner Quaker sued Cade. After years of legal proceedings, Cade was forced to sell TQ2 to Quaker in 1993. Quaker "bagged" TQ2, never releasing it to the public.  Gatorade claimed that its research found that TQ2 was not an improvement over the original Gatorade formula. Cade, on the other hand, continued to stand by his product. He accused Quaker and Gatorade of stifling the publication of the research behind TQ2.
  The Gatorade Sports Science Institute (GSSI), a research facility operated in Barrington, Illinois, has been featured in a number of the company's commercials. Established in 1985, this organization consists of scientists studying the correlation and effects of exercise, environmental variables, and nutrition on the human body. According to Darren Rovell, "GSSI was created at a time when there was a lot of scientific controversy, since there wasn't much public evidence that Gatorade actually worked...GSSI was also created to be part of Gatorade’s powerful marketing arm."
  It regularly conducts testing and research on how hydration and nutrition affect athletic performance. Professional athletes such as Eli Manning 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.
  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.
  In addition to the Gatorade Sports Science Institute, Gatorade sponsors external health and fitness research. In 1992, Gatorade paid the American College of Sports Medicine (ACSM) $250,000. A year later, Gatorade and the American College of Sports Medicine held a roundtable meeting on "exercise and fluid replacement". The ACSM published the meeting's results in 1996, advising athletes to drink "at a rate sufficient to replace all the water lost through sweating" or "the maximal amount that can be tolerated". Gatorade continues to sponsor the American College of Sports Medicine, though the exact amount it pays is not public.
caption: The Gatorade Sports Science Institute on West Main Street in Barrington, Illinois.
exif: {"Image Make": "FUJIFILM", "Image Model": "FinePix 3800", "Image Software": "Digital Camera FinePix 3800   Ver1.00", "Image DateTime": "2009:10:02 16:19:58", "Image YCbCrPositioning": "Co-sited", "Image Copyright": "", "Image ExifOffset": "188", "EXIF ExposureTime": "1/140", "EXIF FNumber": "14/5", "EXIF ExposureProgram": "Program Normal", "EXIF ISOSpeedRatings": "100", "EXIF ExifVersion": "0220", "EXIF DateTimeOriginal": "2009:10:02 16:19:58", "EXIF DateTimeDigitized": "2009:10:02 16:19:58", "EXIF ComponentsConfiguration": "YCbCr", "EXIF CompressedBitsPerPixel": "3/2", "EXIF ShutterSpeedValue": "71/10", "EXIF ApertureValue": "3", "EXIF BrightnessValue": "26/5", "EXIF ExposureBiasValue": "0", "EXIF MaxApertureValue": "3", "EXIF MeteringMode": "Pattern", "EXIF LightSource": "Unknown", "EXIF Flash": "Flash did not fire, compulsory flash mode", "EXIF FocalLength": "6", "EXIF FlashPixVersion": "0100", "EXIF ColorSpace": "sRGB", "EXIF ExifImageWidth": "2048", "EXIF ExifImageLength": "1536", "EXIF FocalPlaneXResolution": "3884", "EXIF FocalPlaneYResolution": "3884", "EXIF FocalPlaneResolutionUnit": "3", "EXIF SensingMethod": "One-chip color area", "EXIF FileSource": "Digital Camera", "EXIF SceneType": "Directly Photographed", "EXIF CustomRendered": "Normal", "EXIF ExposureMode": "Auto Exposure", "EXIF WhiteBalance": "Auto", "EXIF SceneCaptureType": "Standard", "EXIF Sharpness": "Normal", "EXIF SubjectDistanceRange": "0"}