Gatorade distribution initiative

Gatorade, the world’s biggest selling sports drink, will be launched into the UK vending market by Britvic Soft Drinks. Launching in January into sports and leisure outlet vending machines, Gatorade will be available in 500ml sports-capped bottles in orange and lemon flavours.

Britvic’s category director Andrew Marsden said: “Gatorade fulfils three essential requirements for a sports drink – it hydrates effectively, replenishes lost fluids at a higher rate than water, and provides energy to working muscles. For our customers it will further leverage the consumer trend towards health and wellbeing and accelerate the projected growth of the sports drinks market.”

The brand will be supported by consumer education, PR, events sponsorship and athlete endorsement, all communicating Gatorade’s benefits. Gatorade will continue to support England throughout the 2006 World Cup as the official sports drinks supplier to the team and the Football Association.

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