New UK Flavour for Top-Selling Sports Drink

Gatorade, the biggest selling sports drink in the world with a 48% global market share, is launching a blackcurrant variant exclusively in the UK.

In line with rest of the Gatorade portfolio, the new blackcurrant flavour will contain no artificial colours, flavours or sweeteners and no preservatives. Available from the middle of last month (April), it comes in a 500ml sports cap bottle and will retail between 95p and £1.09.

Distributor Britvic claims the new variant will help drive sales in a key soft drinks category. Sports drinks were the second fastest growing category in the take home channel in 2008, growing 7% to £166m.

Britvic brand director Jonathan Gatward said: “New blackcurrant Gatorade will really drive excitement in the sports drinks, the second fastest growing soft drinks category in both value and volume.

“Gatorade has performed exceptionally well since the launch of the new more natural formula in May, which has brought new shoppers into the category and driven value. We are confident new blackcurrant Gatorade will increase sales and help the brand become a key competitor to more established brands in the sports drink category.”

Developed in 1965 by University of Florida physicians, Gatorade is described as the most researched sports drink in the world. It comprises a blend of fluids, electrolytes and carbohydrates, and is scientifically formulated to rehydrate, replenish and refuel athletes.