The Hindu Business Line : Pepsi launches sports drink `Gatorade'

Formulated by researchers at the University of Florida in 1965 to help their football team prevent dehydration while playing, Gatorade is scientifically formulated and athletically proven to replace fluids, company officials claimed here.

"Gatorade clearly continues Pepsi's tradition of consistently delivering innovative new categories and products that cater to every need and occasion. Gatorade adds muscle to our strong portfolio of brands and has been created with the needs of active people in mind," PepsiCo India Holdings Chairman, Mr Rajeev Bakshi, told newspersons here.

The brand will be endorsed by cricketers Mohammad Kaif and Irfan Pathan and physiotherapist Andrew Lepius in India, he said, adding there will be no television advertising for Gatorade.

"This is not a mass brand but a niche one. It is first being launched in gyms in Delhi and Mumbai. Trade launch will happen in the second phase. Within the next three months we will decide whether to commence production in India or continue to import the brand," Mr Bakshi said.

He said only one pack size of 500 ml is being launched right now and more flavours could follow. Also, depending on the consumer response to this product, Gatorade powder may be launched sometime later.

May seek clarification on PFA Act

PEPSICO India may seek clarifications from the Health Ministry on whether the Prevention of Food Adulteration (PFA) Act requires it to declare a full list of ingredients on product labels and pesticide content, if any.

The company is facing a quandary after the Rajasthan High Court order earlier this month mandating all soft drink and beverage manufacturers to print a full list of ingredients and pesticide content, if any, on the product bottle or its packaging.

"We are studying the HC order. As of today we are complying with all stipulations under the law. We could seek clarifications from the Health Ministry under the PFA or approach the High Court itself as far as this order is concerned but no final decision on a course of action has been taken," Mr Rajeev Bakshi told Business Line here.

To another question on whether the company was planning to print product details on its labels as part of global initiative on the health front, he replied in the affirmative but said that the two issues — HC order and providing nutritional details — were separate.

"As a global initiative, we have decided to put certain nutritional facts on product labels. But this is a long-term exercise, because, typically product labels have a three-year pipeline. This initiative will begin only next year," he said.

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