Editing Gatorade (section)

==Products==
[[File:GatoradeOriginalGlassBottle.jpg|thumb|right|180px|Lemon-lime Gatorade in a glass bottle, circa 1970s]]

In its early years, the Gatorade brand consisted of a single product line, '''Gatorade Thirst Quencher''', which was produced in liquid and [[drink mix|powder form]] under two flavor variants: ''Lemon Lime'' and ''Orange''.<ref name=backpacker>{{cite journal|title=Gatorade Thirst Quencher|journal=Backpacker Magazine|date=June 1977|volume=5|issue=21|page=26|url=https://books.google.com/books?id=_98DAAAAMBAJ&q=%22Gatorade%20Thirst%20Quencher%22%20orange%20lemon-lime&pg=PA26 |access-date=January 24, 2011 |author1=Active Interest Media, Inc}}</ref> These remained as the only two flavor options for nearly 20 years, until the addition of the ''Fruit Punch'' flavor in 1983.<ref name=fruitpunchinv>{{cite book |last=McLain|first=Bill|title=What Makes Flamingos Pink?: A Colorful Collection of Q & A's for the Unquenchably Curious|year=2002|publisher=Harper Collins|isbn=978-0-06-000024-0|page=144|url=https://books.google.com/books?id=haHxWc1vllwC&q=Gatorade%20%22fruit%20punch%22%201983&pg=PA144}}</ref> In 1988, a ''Citrus Cooler'' flavor was introduced. The rise to popularity of this flavor was largely a result of [[Michael Jordan]], who, at the height of his NBA career in the early 1990s, stated that it was his favorite flavor. This claim appeared on the packaging beginning in 1991, as part of a 10-year endorsement deal.<ref name=jordancitruscooler>{{cite news|last=Rovell |first=Darren |title=Gatorade Makes Limited Edition Jordan Bottles |url=https://www.cnbc.com/2009/07/07/gatorade-makes-limited-edition-jordan-bottles.html |access-date=August 17, 2011 |publisher=CNBC |date=July 7, 2009 |url-status=live |archive-url=https://web.archive.org/web/20130117024936/https://www.cnbc.com/id/31783427/Gatorade_Makes_Limited_Edition_Jordan_Bottles |archive-date=January 17, 2013 |df=mdy }}</ref><ref name=citruscooler2>{{cite news|last=Rovell|first=Darren|title=Powerade FLAVA23 hits shelves next month|url=https://www.espn.com/espn/sportsbusiness/news/story?id=1861904|access-date=August 17, 2011|publisher=ESPN |date=August 18, 2004}}</ref> The Citrus Cooler flavor was reportedly discontinued at some point in the 1990s;<ref name=citruscoolerdiscontinued>{{cite news|last=Rovell|first=Darren|title=Gatorade Blog|url=http://firstinthirst.typepad.com/darren_rovells_blog_on_al/2006/05/citrus_cooler_i.html|access-date=August 17, 2011|publisher=Darren Rovell's Gatorade Blog|date=May 16, 2006}}</ref> however, even as late as 2011, it was listed as being a current product in the U.S.<ref name=citruscooler2011>{{cite web|title=Products - Original G / Citrus Cooler |url=http://www.gatorade.com/default.aspx#product?s=gatorade-g|publisher=Gatorade.com|access-date=August 17, 2011}}</ref> In the late 1970s and early 1980s, as well as the late 1990s to early 2000s, a Gatorade brand of [[chewing gum]] called '''Gator Gum''' was produced. The product, manufactured by [[Fleer|Fleer Corporation]], was available in both of Gatorade's original flavors (lemon-lime and orange). In the late 1970s, Stokely-Van Camp (owner of Gatorade before 1983) negotiated a long-term licensing deal with [[Philadelphia Gum|Swell]] and [[Vicks]] to market Gator Gum. The gum was discontinued in 1989 after the contract expired.<ref name=galehist /><ref name=rovellbook/>

It was not until the mid and late 1990s that Gatorade beverages became available in a broader range of flavor variations. Among these initial flavor extensions were ''Watermelon'', introduced in 1995, and ''Cherry Rush'', ''Strawberry Kiwi'', and ''Mandarina'' flavors, added in 1996.<ref name=galehist /><ref name=rovellbook />{{rp|171}}<ref name=mandarina1>{{cite book|last=Parsons|first=Douglas J. Darymple; Leonard J. |title=Marketing Management |year=2000 |publisher=Wiley |location=New York |isbn=978-0-471-33238-1 |page=136 |url=https://books.google.com/books?id=EVIpy99KGiEC&q=mandarina+gatorade|edition=7th}}</ref> In January 1997, Gatorade launched a new sub-line called '''Gatorade Frost''' with the intent of broadening the brand's appeal beyond traditional team competitive sports. Three initial flavors under the Frost product line were introduced at this time: ''Alpine Snow'', ''Glacier Freeze'', and ''Whitewater Splash''.<ref name=frostinvented>{{cite journal |title=Gatorade Frost Introduced |journal=Creative, the Magazine of Promotion and Marketing |date=April 21, 1997 |url=http://www.creativemag.com/onlweekly042197.html |access-date=January 24, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20110708203826/http://www.creativemag.com/onlweekly042197.html |archive-date=July 8, 2011 }}</ref> Aimed at what the company described as the 'active thirst' category{{snd}}a market ten times the size of the sports drink segment{{snd}}Gatorade Frost proved to be successful, far surpassing the company's initial expectations. Flavors in the Frost line were the first from Gatorade to divert from fruit names; it was described as consisting of "light-tasting fruit-flavor blends".<ref name=galehist />

Gatorade revealed the '''Gatorade Energy Bar''' in 2001. This bar was Gatorade's first foray into solid foods and was introduced to compete with [[PowerBar]] and [[Clif Bar]]. Gatorade Energy Bars contained a large proportion of protein, in addition to carbohydrates. The bar was primarily made up of puffed grains and corn syrup, common components of other energy bars.<ref name=rovellbook /> In 2001, Gatorade introduced the '''Gatorade Performance Series''', a special line of sports nutrition products. These products include ''Gatorade Carbohydrate Energy Drink'', ''Gatorade Protein Recovery Shake'', the ''Gatorade Nutrition Shake'', and the ''Gatorade Nutrition Bar''. The ''Endurance Formula'', introduced in 2004, contained twice the sodium and three times the potassium of the typical Gatorade formula as well as [[chloride]], [[magnesium]], and [[calcium]], to better replace what athletes lose while training and competing.<ref name=timelinehist>{{cite web |title=U.S. History of Gatorade Products -Timeline |url=http://www.gatorade.com/Content/pdf/2006_Gatorade_Innovation.pdf |publisher=The Gatorade Company |access-date=January 24, 2011 |year=2006 |url-status=dead |archive-url=https://web.archive.org/web/20110711080336/http://www.gatorade.com/Content/pdf/2006_Gatorade_Innovation.pdf |archive-date=July 11, 2011 }}</ref>

[[File:Gatorade Rain no excuses.jpg|thumb|left|Introduced as ''Gatorade Ice'' in 2002, this flavor was re-labeled as ''Gatorade Rain'' in 2006 and '''No Excuses''' in 2009.]]

Introduced in 2002, '''Gatorade Ice''' was marketed as a lighter flavored Gatorade and came in Strawberry, Lime, Orange, and Watermelon. All of these flavors were colorless and [[transparency and translucency|transparent]]. Ice was re-branded in 2006 as '''Gatorade Rain''' and the flavor selections altered. In late 2007, a low-calorie line of Gatorade drinks, named '''G2''', was released.<ref>{{cite web|title=Pepsi unveils low-calorie Gatorade 'G2'|publisher=CNN |date=September 7, 2007|url =https://money.cnn.com/2007/09/07/news/companies/pepsi_newproducts/index.htm| access-date=December 14, 2007}}</ref> G2 was meant for athletes off the field and those who practiced physical activities, such as yoga, at home.<ref name="abcnews.go.com"/> {{as of|2015}}, G2 has been produced in eight flavors: ''Orange'', ''Fruit Punch'', ''Grape'', ''Lemon-Lime'', ''Tropical blend'', ''Blueberry-Pomegranate'', ''Raspberry Melon'', and ''Glacier Freeze''. [[SymphonyIRI Group]] named G2 the "top new food product of 2008", noting that the product generated retail sales of $159.1 million in its first full year of production.<ref>{{cite news |first=Stuart |last=Elliott|title=A Strategy When Times Are Tough: 'It's New!'|url=https://www.nytimes.com/2009/03/25/business/media/25adco.html |work=The New York Times |date=March 24, 2009 |access-date=March 26, 2009}}</ref>

'''Gatorade Tiger''' was a Gatorade Thirst Quencher sports drink formed as the result of a sponsorship arrangement with [[Tiger Woods]]. Debuting in March 2008, Gatorade Tiger was available in ''Red Drive'' (cherry), ''Cool Fusion'' (lemon-lime), and ''Quiet Storm'' (grape). Gatorade Tiger contained 25% more electrolytes than Gatorade Thirst Quencher.<ref>{{cite web | title=Tiger endorsement firsts: U.S. beverage deal, licensing agreement | publisher=ESPN Golf | date=October 17, 2007 | url=https://www.espn.com/golf/news/story?id=3066280}}</ref> As part of the 2009 rebranding, Gatorade Tiger was re-labeled as '''Focus'''. It was reformulated, adding the amino acid [[theanine]], which is naturally found in many forms of [[tea]], improving mental focus. Focus contained about 25&nbsp;mg per {{convert|8|USfloz|mL}} serving or 50&nbsp;mg per {{convert|16.9|USfloz|mL}} bottle. On November 25, 2009, it was reported by ''[[Beverage Digest]]'', and later confirmed by PepsiCo, that they had made a decision, several months before November 2009, to discontinue some products to make room for the Prime and Recover products as part of a then-upcoming G Series re-branding.<ref name="focus">{{cite news |url=http://news.bbc.co.uk/2/hi/business/8403418.stm|title=Gatorade drops Tiger Woods sponsorship |date=December 9, 2009 |work=BBC News |access-date=December 9, 2009}}</ref> In 2015, the Gatorade Energy gummies made their debut along with the Gatorade energy bar.

===Re-branding===
[[File:GatoradeG4types.png|thumb|right|380px|<div class="center" style="width:auto; margin-left:auto; margin-right:auto;">G Series introduced in 2010, from left to right:</div>'''Prime 01''' (pre-game fuel)<br />'''Perform 02: Gatorade Thirst Quencher''' (original Gatorade)<br />'''Perform 02: G2''' [[low-calorie]]<br />'''Recover 03''' (post-game protein)]]

In 2010, Gatorade re-branded a number of its products.<ref name="gatorfaq">{{cite web|url=http://www.gatorade.com/frequently_asked_questions/|title=Gatorade FAQ |work=Gatorade.com |access-date=January 15, 2009}}</ref> Original Gatorade was initially re-labeled as '''Gatorade G'''. Gatorade Rain was re-labeled as '''No Excuses'''. Gatorade AM was re-labeled '''Shine On'''; Gatorade X-Factor was relabeled as '''Be Tough''', and Gatorade Fierce was relabeled '''Bring It'''. However, these names were short-lived, as a 2% decline in market share in 2009 led to a broader repositioning of the entire line in 2010.<ref name=rebrandingmay10>{{cite news |last=Picchi |first=Aimee |title=Gatorade's Rebranding: So Confusing It Requires an Ad to Explain It |url=http://www.dailyfinance.com/story/company-news/gatorades-rebranding-so-confusing-it-requires-a-new-ad-to-expl/19467659/ |access-date=January 24, 2011 |newspaper=Daily Finance |date=May 6, 2010 |archive-url=https://web.archive.org/web/20110323053936/http://www.dailyfinance.com/story/company-news/gatorades-rebranding-so-confusing-it-requires-a-new-ad-to-expl/19467659/ |archive-date=March 23, 2011 |url-status=dead }}</ref><ref name="ajc1">{{cite news|last=McWilliams|first=Jeremiah|title=PepsiCo revamps 'formidable' Gatorade franchise after rocky 2009 |url=http://www.ajc.com/business/pepsico-revamps-formidable-gatorade-397505.html|access-date=December 3, 2010|newspaper=The Atlanta Journal-Constitution|date=March 23, 2010}}</ref> Beginning in February 2010, the Gatorade product portfolio was re-positioned around what the company refers to as the '''G Series''', categorizing varieties of its products into three main segments: before, during, and after athletic events.<ref name=GSeries>{{cite news |last=Spector |first=Bennett|title=Gatorade Conquers Hydration: Debuting 'G Series' Technology at Super Bowl XLIV |url=http://bleacherreport.com/articles/337710-gatorade-concurs-hydration-debuting-g-series-technology-at-super-bowl-xliv |access-date=January 13, 2011 |newspaper=Bleacher Report |date=February 1, 2010}}</ref>

* The '''Prime 01''' product line consists of a pre-game fuel in a gel consistency, positioned for consumption prior to athletic activity.<ref name=factsheetGatorade />
* Traditional Gatorade products such as ''Gatorade Thirst Quencher'' (Original Gatorade), ''G2'', and ''Gatorade Powder'' are categorized under the '''Perform 02''' classification, representing their intention for consumption during periods of physical exertion.<ref name="GSeries"/>
* '''Recover 03''' refers to a post-workout [[protein]] and [[carbohydrate]] drink, formulated with the consistency of a sports drink. The composition of this beverage reflects its intention to provide both [[hydrate|hydration]] and muscle recovery after exercise.<ref name=factsheetGatorade />

'''G Series Pro''', a brand extension initially developed for professional athletes, began to be sold in [[GNC (store)|GNC]] and [[Dick's Sporting Goods]] stores in the U.S. in 2010 after first being available only in professional locker rooms and specialized training facilities.<ref name=Gseriespro>{{cite news|last=Phillips|first=Aron|title=Gatorade G Series Pro Launches|url=http://dimemag.com/2010/04/gatorade-g-series-pro-launch-party/|access-date=January 24, 2011|newspaper=Dime Magazine|date=April 15, 2010}}</ref> Also in 2010, Gatorade introduced the '''G Natural''' Gatorade line which is made with "natural flavors and ingredients", specifically sweetened with [[Stevia]] and sold in [[Whole Foods Market|Whole Foods]] grocery stores within the United States. G Natural was released in two flavors: G Orange Citrus and G2 Berry.<ref name=gnatural>{{cite news|title=New Gatorade is not for couch potatoes|url=http://blogs.reuters.com/shop-talk/2010/03/24/new-gatorade-is-not-for-couch-potatoes/|access-date=January 24, 2011|work=Reuters|date=March 24, 2010|url-status=dead|archive-url=https://web.archive.org/web/20100527073613/http://blogs.reuters.com/shop-talk/2010/03/24/new-gatorade-is-not-for-couch-potatoes/|archive-date=May 27, 2010}}</ref> The G Series began to replace prior iterations of Gatorade product lines in the U.S. (the brand's highest volume market) in 2010.<ref name=gseriesline>{{cite journal |last=Buss |first=Dale |title=Gatorade Overhauls Brand Architecture With G Series Line |journal=Brand Channel |date=March 24, 2010 |url=http://www.brandchannel.com/home/post/2010/03/24/gatorade-overhauls-brand-architecture-with-g-series-line.aspx |access-date=January 24, 2011 |url-status=dead |archive-url=https://web.archive.org/web/20100906205421/http://www.brandchannel.com/home/post/2010/03/24/gatorade-overhauls-brand-architecture-with-g-series-line.aspx |archive-date=September 6, 2010 }}</ref> While Gatorade products have historically been developed for athletes engaging in competitive sporting events, a separate line of products formulated for consumption before, during and after personal fitness exercise was introduced in the U.S. in 2011.<ref name=agegfit>{{cite journal|last=Zmuda|first=Natalie|title=Gatorade Introduces G Series Fit; but Can Consumers Keep All Its Products Straight?|journal=Advertising Age |date=May 2, 2011 |url=http://adage.com/article/news/gatorade-launches-g-series-fit-dedicated-ad-blitz/227315/ |access-date=July 28, 2011}}</ref> Labeled under the name '''G Series FIT''', this product line consists of pre-workout fruit-and-nut bites, lightly flavored electrolyte replacement drinks, as well as post-workout protein recovery smoothies.<ref name=sportsbusj>{{cite news|title=Gatorade Launches Campaign for G Series Fit Targeted at Fitness Athletes |url=http://www.sportsbusinessdaily.com/Daily/Issues/2011/05/02/Marketing-and-Sponsorship/Gatorade.aspx|access-date=July 27, 2011 |newspaper=SportsBusiness Journal|date=May 2, 2011}}</ref><ref name=streetgfit>{{cite news|title=PepsiCo: Impact of Gatorade G Series Fit on Stock|url=http://www.thestreet.com/story/10951963/1/pepsico-impact-of-gatorade-g-series-fit-on-stock.html|access-date=July 28, 2011 |newspaper=The Street|date=December 20, 2010}}</ref>

'''G Organic''' with interest from consumers and two years of research, Gatorade developed an organic version of the sports drink.<ref>{{cite news |last1=Kaplan |first1=Jennifer |title=Gatorade goes organic as PepsiCo joins natural-ingredient push |url=https://www.chicagotribune.com/business/ct-organic-gatorade-20160830-story.html |publisher=Chicago Tribune}}</ref> The product was launched in 2016 with three initial flavors (Lemon, Mixed Berry, and Strawberry), was USDA certified organic through each step of the process, contained sea salt, and no artificial colors.<ref>{{cite news |last1=Aubrey |first1=Allison |title=Organic Gatorade: It's Still Loaded With Sugar, Folks |url=https://www.npr.org/sections/thesalt/2016/09/01/492257166/organic-gatorade-its-still-loaded-with-sugar-folks |publisher=NPR}}</ref><ref>{{cite news |last1=Watrous |first1=Monica |title=Gatorade launches organic varieties |url=https://www.foodbusinessnews.net/articles/8541-gatorade-launches-organic-varieties |publisher=Food Business News}}</ref>

'''Gx Sweat''', in March 2021, Gatorade released Gx Sweat patch, which measures a user's sweat and hydration. It is the company's first wearable product.<ref>{{Cite web|last=Golden|first=Jessica|date=2021-03-01|title=Gatorade made a smart patch that measures your sweat and hydration|url=https://www.cnbc.com/2021/03/01/gatorade-launches-gx-sweat-patch-that-measures-sweat-hydration-levels.html|access-date=2021-04-25|website=CNBC|language=en}}</ref>

'''Gatorlyte''', in 2021, Gatorade released Gatorlyte, a 5-electrolyte blend that they claim provides 'rapid rehydration'.<ref>{{Cite web |date=14 May 2021 |title=Gatorade introduces Gatorlyte designed for elite athletes and weekend warriors |first=Mary-Ellen |last=Shoup |url=https://www.foodnavigator-usa.com/Article/2021/05/14/Gatorade-introduces-rapid-rehydration-Gatorlyte-designed-for-elite-athletes-and-weekend-warriors |access-date=2023-01-22 |website=foodnavigator-usa.com |language=en-GB}}</ref>

'''Fast Twitch''', in 2023, Gatorade released Fast Twitch, an [[energy drink]] that they claim will 'ignite power and athletic performance'.<ref name=":0" /><ref name=":1" />