Powerade

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Powerade is a sports drink manufactured and marketed by The Coca-Cola Company. Its primary competitor is PepsiCo's Gatorade brands.

Video Powerade

History

In 1988, Powerade became the official sports drink of the Olympics, alongside Aquarius, another sports drink made by Coca-Cola. It is a rival of another sports drink, Gatorade. 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.

In July 2002, The Coca-Cola Company updated the bottles of the standard Powerade (previous logo styling) to a new sport-grip bottle.

In 2002, The Coca-Cola Company introduced Powerade Option to the United States, in response to Gatorade's popular Propel. Option is a "low Calorie sports drink" that is colorless and sweetened with high fructose corn syrup, sucralose, and acesulfame potassium, to provide sugar-conscious consumers with another rehydration choice. Powerade Option took 36% of the Fitness Water category behind Propel's 42%.

In 2007, Powerade Zero was released, a sports drink with electrolytes, which contains no sugar, no calories and no carbohydrates. Powerade Option was subsequently discontinued.

In June 2009, The Coca-Cola Company bought Glacéau, owner of brands such as VitaminWater and SmartWater, for $4.1 billion, a price tag that signaled the company's seriousness in pursuing growth of non-carbonated beverages. Since then, the company has also given its Glacéau management team control of its Powerade sports drink brand.

Maps Powerade

Competition

Powerade's main competition is Gatorade marketed by the Quaker Oats Company, a division of PepsiCo. 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 percent market share to Powerade's 28.5 percent.

All Sport is a competitor marketed by All Sport, Inc. and distributed by the Dr. Pepper Snapple Group. All Sport was marketed by PepsiCo until 2001, when Gatorade's maker, the Quaker Oats Company was acquired by PepsiCo. All Sport was sold to the Monarch Beverage Company soon after. Powerade and All Sport have each been distributed through their own direct store deliver channels. It was subsequently purchased by Gary Smith, the Chairman & CEO of All Sport, Inc. based in Austin, Texas.

Outside the United States the Lucozade energy drink (manufactured since 1927 by the pharmaceutical company now known as GlaxoSmithKline) competes with Powerade. Lucozade's formulation differs in that it uses primarily glucose and contains caffeine. The more direct competitor to Powerade and Gatorade is Lucozade Sport.

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Sponsorships

• Powerade is the official sports drink of the Australian rugby league team, the Australian and Ireland rugby union teams, PGA Tour, NASCAR (2003-present), NHRA, NCAA, the U.S. Olympic Team (excluding U.S.A. Basketball and U.S. Soccer, which have deals with Gatorade) and many other national Olympic federations, The Football League and many other soccer leagues and teams around the world, FIFA, such as Rangers F.C, Club Universidad de Chile, Associação Atlética Ponte Preta, Independiente de Avellaneda, O'Higgins or Club Atlético River Plate and the IOC in no small part due to their overall contracts with Coca-Cola. Various other competitions also have sponsorship deals with the brand, although Gatorade historically has secured the lion's share of sponsorships. The drink is also Sponsor of the Honduran Soccer Team C.D. Olimpia.
• Powerade is the Official Hydration Partner of Melbourne Storm.
• The brand is also the exclusive beverage sponsor of the Hoops in the Sun basketball summer league, based out at Orchard Beach in the Bronx, New York. It is the only summer basketball league to be sponsored by the brand.

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Ingredients

• Water
• High fructose corn syrup
• Salt
• Potassium citrate
• Phenylalanine
• Sucrose acetoisobutyrate
• Sodium citrate
• Malic acid
• Potassium phosphate
• Vitamin B₆
• Vitamin B₂
• Sugar

Note: Standard 8 ounce servings meet the FDA definition of 'low sodium' and have less sodium than a glass of chocolate milk.

Substitutions and differences

Ingredients may vary from flavor to flavor and by country with High Fructose Corn Syrup (HFCS) not used in Australia and other regions where sucrose is substituted.

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Flavors

Currently, there are sixteen flavors of Powerade available in the United States:

• Mountain Berry Blast (blue, Initially titled Mountain Blast)
• Orange (orange)
• Fruit Punch (red)
• Grape (purple)
• Lemon Lime (yellow)
• Blackberry (red-violet, Twisted)
• Melon (green, Initially titled Green Squall, renamed and re-released after being discontinued)
• White Cherry (white, Initially titled Arctic Shatter)
• Strawberry Lemonade (pink)
• Tropical Mango (yellow-orange)
• Lemonade (light yellow)
• Watermelon Strawberry Wave (reddish pink)
• Citrus Passionfruit (dark orange)
• Kiwi Pineapple (green yellow)
• Blue Raspberry Cherry (dark blue)
• Watermelon Lime (green) (exclusive to 7-Eleven)

In addition, there are five flavors of Powerade Zero, a zero calorie version of Powerade:

• Mixed Berry (blue)
• Grape (purple)
• Orange (orange)
• Fruit Punch (red)
• Strawberry (pink)

Discontinued flavors previously available in the United States:

• Cherry Apple
• Powerade Play (a reduced calorie version targeted towards children) Mixed Berry, Fruit Punch, Orange, and Grape flavors in 12 ounce bottles.

United Kingdom flavours

• Berry & Tropical (blue)
• Cherry (red)
• Orange (orange)
• Lemon-Lime (yellow-green)
• Zero Berry & Tropical (blue)
• Zero red fruits (red)
• Energy- Berry
• Energy- Orange

Australian Flavours

• ION4 Berry Ice (red)
• ION4 Mountain Blast (blue)
• ION4 Lemon Lime (yellow-green)
• ION4 Blackcurrant (purple)
• ION4 Gold Rush (yellow-orange)
• ION4 Silver Charge (silver)
• ION4 Pineapple Storm (green)
• Zero Berry Ice (red)
• Zero Mountain Blast (blue)
• Zero Lemon Lime (yellow-green)

Discontinued Flavours

• White Cherry (white)
• Fuel+ Berry Ice (red)
• Fuel+ Mountain Blast (blue)

South Korea flavors

• Mountain Blast extreme
• Vita Lemon juice
• Energy Punch blast
• Aqua Powerplus
• Powerade Recover

Discontinued Flavors

• Aqua Grapefruits
• Tidal Burst
• Guus Hiddink
• Gold Fever

Iceland flavors

• Mountain Blast (blue)
• Orange (orange)
• Citrus Charge (yellow-green)
• Snow Storm (white)
• Cherry (Red)

Germany flavors

• Mountain Blast (blue)
• Orange (orange)
• Wild Cherry (red)
• Citron (white)

Denmark flavors

• Mountain Blast (blue)
• Orange (orange)

France flavors

• Ice Storm (blue)
• Orange (orange)
• Cherry (red)
• Lemon (yellow)
• Citron (white)
• Zero Ice Storm (blue)
• Zero Red Fruits (red)
• Blue Raspberry (blue)

Spain flavors

• Ice Storm (blue)
• Blood Orange (red)
• Citrus Charge (yellow-green)

Colombia flavors

• Mandarin Orange
• Mountain Blast
• Tropical Fruits

Switzerland flavors

• Mountain Blast (blue)
• Orange (orange)
• Mango Green (green)
• Zero Berry & Tropical (blue)

Sweden flavors

• Mountain Blast (blue)
• Passionfruit (yellow)
• Citrus/Lime (white)

Finland flavors

• Mountain Blast (blue)
• Orange (orange)

Venezuela flavors

• Mountain Blast
• Tropical Fruits
• Mandarin

Norway flavors

• Mountain Blast (blue)
• Orange (orange)
• Lemon (yellow, discontinued)
• Citrus Lime / Lemon (clear)

South Africa flavors

• Jagged Ice (purple)
• Tangerine (red-orange)
• Island Burst (orange-yellow)
• Mountain Blast (blue)
• Orange (orange)
• Concentrated Tangerine
• Concentrated Jagged Ice
• Concentrated Mountain Blast
• Concentrated Orange

New Zealand flavors

• Mountain Blast (blue)
• Berry Ice (red)
• Lemon Lime (yellow)
• Gold Burst (orange)
• Silver Charge (grey)
• Fever Pitch (green)
• Blackcurrant (purple)
• Black Storm (black, discontinued)

Turkey flavors

• Ice Blast (Kar???k Meyve)
• Sun Rush (Mango ve Portakal)
• Citrus Charge (Limon ve Portakal)

Russia flavors

• Citrus Charge (yellow-green, Lemon Lime)
• Gold (Orange)
• Ice Storm (Blue)
• Red (Cherry)
• Snow Storm (White Cherry)

Estonia flavors

• Mountain Blast (fruit flavoured)
• Cherry
• Lemon

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Criticism

Like its main competitor, Gatorade, Powerade is made with sugar, syrups and salt. One Powerade ad campaign saying that Powerade ION4 is superior to Gatorade has been accused of being deceptive and false by Pepsi, the parent owner of Gatorade. The courts ruled in favor of Powerade as of August 2009.

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Sponsors

• Graffie Abalon League

• Powerade Changcheon League

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References

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External links

• Powerade Official Website
• Powerade Australia
• Powerade Mexico
• Powerade TV Website
• Olympians strip down as they prepare to make history in Beijing Photos by award-winning photographer Nadav Kander for Powerade advertising campaign, The Daily Mail

Source of article : Wikipedia