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Gatorade extends its lineup with functional reformulations of Tiger sports drinks

BY Melissa Valliant

CHICAGO Gatorade is undergoing a health makeover, announced PepsiCo at this week’s National Association of Convenience Stores show in Chicago. The company will be releasing a more wholesome way to “quench your thirst” with a reformulation of Gatorade’s Tiger line of sports drinks. The line, which will be subtitled “Focus,” is to include functional ingredients that improve mental acuity.

Gatorade plans to take their health strategy further with Be-Strong, their protein-drink that competes with brands like Muscle Milk and Labrada Lean Body On The Go. The morning drink, Gatorade AM, is to be renamed “Shine” and will include non-caffeine energy ingredients.

Until this point, Gatorade had not strayed far from the sugar-packed water recipe with which it began in 1965. The only exceptions to this have been recent: the March debut of Tiger, which has more electrolytes than other Gatorade products, and last year’s release of the G2 extension with less sugar. Despite decades of the same basic formula, Gatorade remains the leader in sports drinks and is endorsed by the National Football League, Major League Baseball and the National Basketball Association, among other major professional and collegiate organizations.

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Progresso removes MSG from all Progresso soups

BY Melissa Valliant

MINNEAPOLIS Progresso is following the health trend and removing monosodium glutamate (MSG) from its soups. It announced yesterday that already 26 are MSG-free, and the company will gradually remove the additive from all 80 of its soups.

MSG has been added to foods as a flavor enhancer for decades, has no nutritional value and has recently been surrounded by health concerns.

Campbell’s should be feeling the pressure at this point. Progresso is already the leader in the ready-to-eat soup category, and this new marketing move could reflect poorly on Campbell?s. More than 90 of its soups contain MSG, according to Kyle Duea, marketing manager for Progresso.

“More than 3 million consumers have moved to great tasting Progresso soups in just the last two years,” says Jerry Lynch, vice president of marketing for Progresso. “We’re going to continue to focus on innovation and new products to help grow this category for our retailers, and consumer can rest assured that we will continue to deliver the same high-quality and great taste that they have come to expect from Progresso.”

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InBev names Peacock, Edmond leaders of Anheuser-Busch, following acquisition completion

BY Jenna Duncan

ST. LOUIS European brewing giant InBev has announced the names of two of its top executives with plans for them to lead the North American Anheuser-Busch team, upon closure of the $52-billion acquisition deal now in the works.

InBev has stated that David Peacock, currently serving as vice president at A-B’s domestic beer arm, will take over as president of A-B. InBev also said that Luiz Fernando Edmond, who currently serves as zone president covering northern Latin America for InBev, will be shifted to zone president of North America, a position that also will cover the A-B business.

InBev has also said that A-B will maintain its North American headquarters in St. Louis and plans for the newly combined company to be dubbed.Anheuser-Busch InBev. Current shareholders of A-B will meet Nov. 12 to vote on the acquisition.

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