The Story of Gatorade

Topics: Gatorade, PepsiCo, Energy drink Pages: 3 (1024 words) Published: July 4, 2011
Corporate Overview
Gatorade was the original sports drink. Since its inception in the 1960s, Gatorade has dominated the market for sport and isotopic energy drinks. Initially it was developed by university researchers Robert Cade, Harry James Free, and Alejandro de Quesada for the Florida Gators football team as an electrolyte and carbohydrate replenishing liquid. After the dramatic success of the team, other colleges and universities placed large orders to serve their own collegiate sports teams. Today, Gatorade can be found on the sidelines of over 70 collegiate and divisional teams. It has also become the official drink of major organizations such as the NFL, MLB, NBA, and PGA. Ownership

The Gatorade brand was produced and marketed by Stokley-Van Camp for 18 years, which was then bought by the Quaker Oats company in 1983 after a bidding war with rival Pillsbury. Pepsi Co. later bought the Quaker Oats Company in 2001 largely to add Gatorade to its product roster; a good decision that has consistently brought in over 4 billion in revenues each year. Research

Twenty years after its birth, the Gatorade Sports Science Institute was established to further research into exercise science, hydration, and sports nutrition. The information gathered from this research has enabled Gatorade to formulate newer and better products to serve athletes even in the most extreme of conditions. Some of these products include the Gatorade energy drink, the Gatorade energy bar and Gatorade’s very own protein shake. Introduction of these products created a slight divergence from the company’s roots i.e. sports drinks, but the response has been phenomenal. Currently Gatorade has several product lines that cater to the athletic hydration and nutrition market. Today, Gatorade owns 70 percent of the sports drink market in the US alone. Through its innovative products and continuously evolving marketing strategies, Gatorade will continue to reign supreme in the sport drink...
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