 | |
| Type | Sports drink |
|---|---|
| Manufacturer | The Coca-Cola Company |
| Country of origin | United States |
| Introduced | 1988; 37 years ago (1988) |
| Website | powerade.com |
Powerade is asports drink created in 1988 and sold bythe Coca-Cola Company. Its primary competitor isGatorade, which is owned byPepsiCo since 2001.
Powerade was created bythe Coca-Cola Company and first released in 1988. The company developed the soft drink as an alternative to sports drinks, which were becoming more and more popular. Powerade was originally marketed to athletes, who needed a drink that would keep them hydrated during strenuous workouts.[1]
In 2000, Powerade became the official sports drink of theOlympics, alongsideAquarius, another sports drink made byCoca-Cola. It is a rival of another sports drink,Gatorade.[2]In July 2001, the Coca-Cola Company launched a new formula for Powerade including vitamins B3, B6 and B12, which play a role in energy metabolism.[3]
In July 2002, the Coca-Cola Company started inToogoolawah by updating the bottles of the standard Powerade (previous logo styling) to a new sport-gripbottle.[citation needed] The redesign came to North America in 2005.[4]
In 2002, the Coca-Cola Company introduced Powerade Option to theUnited States, in response to Gatorade's popularPropel. Option is a "low Caloriesports drink" that is colorless and sweetened withhigh fructose corn syrup,sucralose, andacesulfame potassium, to provide sugar-conscious consumers with another rehydration choice. Powerade Option took 36% of theFitness Water category behind Propel's 42%.[citation needed]
In 2007, Powerade Zero was released, a sports drink withelectrolytes, which contains no sugar, no calories and no carbohydrates.[5][6]
In 2007 Coca-Cola acquiredFuze Beverage, a leading energy drink company.[7]
In June 2009, the Coca-Cola Company boughtGlacéau, owner of brands such asVitaminWater and SmartWater, for $4.1 billion, a price tag that signaled the company's seriousness in pursuing growth of non-carbonated beverages.[8] Since then, the company has also given itsGlacéau management team control of its Powerade sports drink brand.[citation needed]
Powerade's main competitor isGatorade marketed by theQuaker Oats Company, a division ofPepsiCo. Gatorade, which was branded at the University of Florida in 1965, was the first commercially available sports drink in the United States. It now holds a commanding share of the market. As of 2011, Gatorade held a 70% market share compared to Powerade's 28.5%.[9]
All Sport is a competitor marketed by All Sport, Inc. and distributed byJel Sert. All Sport was marketed by PepsiCo until 2001, when Gatorade's maker, theQuaker Oats Company was acquired by PepsiCo. All Sport was sold to theMonarch Beverage Company soon after. Powerade and All Sport have each been distributed through their own direct store deliver channels.[10] It was subsequently purchased by Gary Smith, the Chairman & CEO of All Sport, Inc. of Austin, Texas.
Outside the United States, theLucozadeenergy drink (manufactured since 1927 by the pharmaceutical company now known asGlaxoSmithKline) competes with Powerade.[citation needed] Lucozade's formulation differs in that it uses primarilyglucose and contains caffeine. The more direct competitor to Powerade and Gatorade is Lucozade Sport.
| Nutritional value per 20 fl oz (591 mL) | |||||||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Energy | 130 kcal (540 kJ) | ||||||||||||||||||||||||||||
34 | |||||||||||||||||||||||||||||
| Sugars | 34 | ||||||||||||||||||||||||||||
| Dietary fiber | 0 | ||||||||||||||||||||||||||||
0 | |||||||||||||||||||||||||||||
| Saturated | 0 | ||||||||||||||||||||||||||||
0 | |||||||||||||||||||||||||||||
| |||||||||||||||||||||||||||||
| Other constituents | Quantity | ||||||||||||||||||||||||||||
| Cholesterol | 0 | ||||||||||||||||||||||||||||
| †Percentages estimated usingUS recommendations for adults,[14] except for potassium, which is estimated based on expert recommendation fromthe National Academies.[15] | |||||||||||||||||||||||||||||
Source:[16]
Like its main competitor, Gatorade, Powerade is made with sugar, syrups, and salt.[17][18]One Poweradead campaign stated that Powerade's ION4 is superior to Gatorade, as the claims made by Pepsi, the parent owner ofGatorade, were apparently deceptive and false.[19] The courts ruled in favor of Powerade as of August 2009.
Being high in sugar, Powerade may contribute to diabetes and weight gain if combined with other sugar sources.[18]
| Brands |
| .svg) | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Joint ventures |
| |||||||||||||||||
| Former holdings | ||||||||||||||||||
| Legal | ||||||||||||||||||
| Campaigns andslogans | ||||||||||||||||||
| Other | ||||||||||||||||||