GATORADE : THE IDEA THAT LAUNCHED

AN INDUSTRY

INTRODUCTION : PRODUCT HISTORY 1965 – Formulation of the Gatorade drink by Robert Cade, Dana Shires, Harry James Free and Alejandro de Quesada.

1967 - Stokely-Van Camp acquires the U.S. rights to Gatorade, which becomes the official sports drink of the National Football League. 1969 - Gatorade is reformulated with fructose after cyclamate is banned because of a cancer link; orange flavor is introduced.

INTRODUCTION : PRODUCT HISTORY

1983 - Quaker buys Gatorade owner Stokely-Van Camp; fruit punch flavor is introduced.

1984 - Gatorade enters the Canadian market; a partnership is formed with the NBA.

1987 - Gatorade expands to Asia.

1988 - Citrus cooler flavor is introduced; the European and South American markets are entered; Gatorade Sports Science Institute is opened.

INTRODUCTION : PRODUCT HISTORY

1989 - The first aseptic (box) and plastic packaging introduced.

1990 - Gatorade signs a ten-year endorsement deal with Michael Jordan.

1993 - Gatorade is introduced in Australia.

1997 - Gatorade Frost is launched.

INTRODUCTION : PRODUCT HISTORY

1999 - The first of Fierce flavors debuts.

2000 - Propel fitness water is launched; Pepsi acquires Gatorade parent Quaker Oats.

2001 - Sports nutrition products such as energy bars and energy drinks debut.

2002 - Propel fitness water and Gatorade Ice flavors are launched.

2005 - Record heat and military use lead to a reported Gatorade shortage in the United States.