Product innovation
UK launch for new formula Gatorade
Britvic Soft Drinks and PepsiCo have announced that the UK will be the first global market to launch a new formulation of the Gatorade sports drink.
Containing no artificial colours, flavours or sweeteners and no preservatives, the new product will be launched nationwide from May with a focus on leisure channels, impulse and grocery.
Offered in two flavours - orange and lemon - and designed to appeal to all consumers who consider themselves to be fit and healthy and want to perform at their best, it will be available in single and four-pack 500ml PET bottles with a sports cap.
The launch of the new Gatorade will be supported by a £5m marketing campaign comprising outdoor, press and online advertising as well as a heavyweight PR campaign, focusing on educating and supporting athletes at key sporting events across the UK in 2008.