Gatorade

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Gatorade is a non-carbonated sports drink marketed by PepsiCo. Originally made for athletes (the drink was created by Dr. Robert Cade and Dr. Dana Shires at the University of Florida and named for the school's mascot), it is now often consumed as a snack beverage. The drink is intended to rehydrate and to replenish the carbohydrates (in the form of sugars sucrose and glucose) and electrolytes (sodium and potassium salts) depleted during aerobic exercise, especially in warmer, more humid climates.

Contents

[edit] Composition

The original Gatorade contained water, sucrose (table sugar) and glucose-fructose syrups, and citric acid, sodium chloride (table salt), sodium citrate, monopotassium phosphate, and flavoring/coloring ingredients. It supplies 127 mg/l of potassium and 464 mg/l of sodium, and 59 g/l of carbohydrates (in the form of sugars). The current (2006) Gatorade panel claims that Gatorade rehydrates athletes better than water because the flavor makes it easier to drink. But note that the current composition of Gatorade contains High Fructose Corn Syrup. This has led many to question the effectiveness of Gatorade as a sports drink. Critics often consider Gatorade to be more of a beverage product marketed towards everyday consumers than a serious science-inspired thirst quencher.

A bottle of Gatorade, Fruit Punch flavor.
A bottle of Gatorade, Fruit Punch flavor.

Gatorade also markets an Energy Formula and an Endurance Formula. The Energy Formula was introduced in 2000 and contains more monosaccharides and carbohydrates for quick available energy needed during athletic competition. As a result, this formula is sweeter than regular Gatorade. It comes in 12-fluid ounce plastic bottles in the U.S. The Endurance Formula, introduced in 2004, contains more of the electrolytes (such as calcium and magnesium) than the typical Gatorade formula. The additional electrolytes replenish what the body sweats out during extended periods of physical exertion, especially in hot weather. Because of this, the Endurance Formula tastes saltier than original Gatorade.

In 2000, Gatorade introduced Propel Fitness drink. Propel Fitness Water is sweetened with sucrose syrup, sucralose and acesulfame potassium. Propel has the same electrolytes as Gatorade, along with some vitamins, which makes it similar to Vitamin Water. Propel Fitness Water with Calcium was introduced in 2006. Also, in 2006, Gatorade introduced its Rain flavor line, which features a lighter, watery taste similar to its Propel line but which comes in the bottle size and shape as the original Gatorade.

Gatorade revealed the Gatorade line Energy Bar in 1999. This energy bar was Gatorade's first foray into solid foods, and was introduced to compete with PowerBar and Clif Bar. Gatorade Energy Bars contain a large proportion of protein in addition to its carbohydrates. The bar is mainly made up of puffed grains and corn syrup, common components of energy bars. Gatorade is meant to rehydrate ones essential loss of water through their body as a result of amino acid sweat.

[edit] Gatorade Sports Science Institute

The Gatorade Sports Science Institute (GI) is a facility for researching athletics and hydration. The headquarters are in Barrington, Illinois and were established in 1988. The facility has laboratories especially for studying nutrition, exercise physiology, and biochemistry. In late 2002, CNN.com reported the Institute does not exist, rather is a marketing scheme that was created by the Gatorade corporation.

[edit] Competition

Gatorade's main competition is POWERade, made by the Coca-Cola Company. Kool-Aid also holds a fair share of potential sports drink consumers. All Sport is a competitor marketed by Monarch Beverage Company, of Atlanta, Georgia. All Sport was marketed by PepsiCo until 2001, when Gatorade's maker, the Quaker Oats Company was acquired by PepsiCo. All Sport was sold off to the Monarch Beverage Company soon after.

Outside the United States the Lucozade energy drink (manufactured since 1927 by the pharmaceutical company now known as GlaxoSmithKline) competes with Gatorade and Powerade. Lucozade's formulation differs in that it uses primarily glucose and contains caffeine. The more direct competitor to Gatorade and Powerade is Lucozade Sport.

[edit] Flavors

Main article: List of Gatorade flavors

[edit] Energy Bar flavors

  • Berry (discontinued)
  • Chocolate
  • Chocolate Chip
  • Peanut Butter
  • Peanut Butter & Chocolate Chip

[edit] Gatorgum

In the late 1970's and early 1980's, Gatorade sold a brand of chewing gum called Gatorgum. The product was manufactured by Fleer Corporation, was available in each of Gatorade's two original flavors (lemon-lime and orange) and was rather sour-tasting by normal chewing gum standards.

Gatorgum's foil packaging advertised that the product "Helps Quench Thirst". Like all chewing gums, the product would not actually rehydrate the body on its own. However, it may have contained electrolytes to assist the human body with the rehydration process.

[edit] Popular culture

  • Gatorade was invented by the University of Florida.
  • Perhaps the most notable presence of Gatorade is the "Gatorade Shower" (originally called The Gatorade Dunk) at the end of a football game, where players from a winning team, usually after a significant victory or championship, grab the Gatorade cooler, sneak up behind the head coach, and pour the contents over his head. This modern-day tradition began in the mid-80's when Harry Carson and 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 team's championship season of 1986-87. The tradition gained widespread popularity, and coaches at all levels get the dubious dunk.[1]
  • In Clerks., Dante Hicks' (Brian O'Halloran) hockey teammates request free Gatorade from the Quick Stop convenience store.
  • In The Waterboy, Coach Klein (Henry Winkler) tells Bobby Boucher (Adam Sandler) that Gatorade is better than water, in an effort to harness his inner rage for use on the football field.
  • Gatorade's 1991 "Be Like Mike" ads featured Michael Jordan, the superstar for the Chicago Bulls who had just won his first NBA championship. They began airing in August of 1991 and soon the phrase 'Be Like Mike' was being said all over the world. Bernie Pitzel, Creative Director of Bayer Bess Vanderwarker, Gatorade's Agency of record at the time, wrote the lyrics. Music composers Steve Shafer and Ira Antellis wrote the music. A more detailed account of the creation of the Be Like Mike campaign is contained in Darren Rovell's book entitled "First in Thirst"
  • Late comedian Mitch Hedberg, making a reference to Gatorade's traditional marketing campaigns that focus exclusively on the athletics market, has said in his stand-up comedy:
"You know, people think I'm into sports just because I'm a man. I'm not into sports. I mean, I like Gatorade, but that's about as far as it goes. By the way, you don't have to be sweaty and holding a basketball to enjoy a Gatorade. You could just be a thirsty dude. Gatorade forgets about this demographic. I'm thirsty for absolutely no reason. Other than the fact that liquid has not touched my lips for some time. Can I have a Gatorade too, or does that lightning bolt mean 'No'?"
  • In Paul Simon's song, "Papa Hobo" on his self-titled album, he sings, "I'll be living off Gatorade, planning my getaway."
  • In an episode of Dharma and Greg, Dharma says to Greg, "Greg want some Gatorade?" Greg replies with a mean tone, "No".
  • Dave Grohl and Taylor Hawkins of the Foo Fighters had a brief conversation about Gatorade during the Skin and Bones acoustic concert during a break when Taylor was drinking it. Taylor said he was getting his electrolytes up, Grohl responded sarcastically he must be sweating a lot because of all the ballads (due to the fact he doesn't drum nearly as much as he would at a rock show), supporting the fact that it is now often consumed as a snack beverage.
  • On season 23, episode 2 of SNL, the commercial parody was for a Gatorade-like sports drink called "Cookie Dough Sport." The video for it can be illegally seen here: [2]
  • The Connecticut legislature passed a law in 2006 that banned soda in public schools. Despite Gatorade's image as a health conscious beverage, it too was banned.[3]
  • In the 2006 film Idiocracy, a Gatorade style beverage (which may have evolved from the Gatorade brand) has grown to become the substitute for water. Farmers are puzzled by the death of their crops whilst using the beverage for irrigation, and it is even seen spouting from the drinking fountain at the Saint God Hospital. This reference is used as a social commentary on the increasing dependence of the US public on brand name consumables, as opposed to natural food and drink sources. In the film, the producer of the Gatorade-like beverage is also said to employ half of the American workforce.

A new type of Gatorade called Gatorade Am featured many famous athletes including Kevin Garnet, Peyton Manning, and Mia Hamm.

[edit] Common substitutes

A number of "electrolyte replacement drinks" have been introduced in both commercial and non-commercial contexts. Two of the more popular home recipes are:

See also: Oral rehydration therapy

[edit] Product Reviews

TFS Review: Gatorade Endurance Formula

[edit] References

    [edit] External links

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