Gatorade Starts to emerge from the 60's

From what Crain's Chicago is reporting, Gatorade has finally recognized that it needs to leverage its primacy in Sports Drinks to prepare formulas specific to sports needs, as opposed to an infinite variety of "replenishment" beverages.

Gatorade will have 3 line extensions: Prime, Perform, and Recover that correspond to the different need states of the sports person. Bravo for figuring it out - but they are probably a decade late compared to many of the leading sports nutrition businesses.

No details on the formulations, but I would guess is that Prime will be a caffeine-added, BCCA product, Perform will be standard replenishment product, and Recover will be Protein based (they have previously had Gatorshake in the works for a while).

Strategically it is a rejection the past "one size fits all approach", but I'm not sure that it does anything for the problem at the core of their business... there are better non-sport products with a similar sweetness and better taste (ie Vitamin Water). It does however position the business to be stronger and more focused in the future.