Gatorade Entering Fitness Market With Shakes

Gatorade is one of the most iconic drinks in America is looking to shake things up by looking toward the nutrition market to add a product of fitness savvy drinks.

PepsiCo has been on a rebranding campaign in 2009 starting with the relaunch as `G` ultimately resulting in reformulation of Gatorade into a three tiered line of drinks.  The three-step drink plan of “Prime, Perform and Recover” has not achieved much success but PepsiCo has returned to the lab to bring a better product to consumers.  Gatorade is one of the biggest players in the $7 billion sports drink market. But if you look beyond beverages to the broader category of sports nutrition — protein bars, supplements and the like — there is a marketplace about three times the size.  The testing of new products with star athletes and what is sure to be a resultant marketing push that takes Gatorade back to consumers with “evidence” of its performance enhancin​g abilities.

It seems an almost natural step that Gatorade may take the move into the nutritional drinks market.  As they are known for high octane sports drinks  a move into fitness branded shakes or drinks almost seems to be a near sure win.  It will only be a matter of time to see what will happen. What do you think.

Source News:  MSN Money