Powerade

Powerade is a sports drink created, manufactured and marketed by The Coca-Cola Company. Its primary competitor is Gatorade, made by PepsiCo.

For the hockey arena, see Powerade Centre.
Powerade
TypeSports drink
ManufacturerThe Coca-Cola Company
Country of originUnited States
Introduced1988 (1988)
Websitepowerade.com

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.[1] 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.[2]

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.[3][4] Powerade Option was subsequently discontinued.[5]

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.

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% market share to Powerade's 28.5%.[6]

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.[7] It was subsequently purchased by Gary Smith, the Chairman & CEO of All Sport, Inc. of 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.

Sponsorships

Ingredients
Nutrition facts
Serving size 8 fl oz (237 mL)
Servings per container 2.5
Amount per serving
Calories 130Calories from fat 0
% Daily value*
Total fat 0 g0%
   Saturated fat 0 g0%
   Trans fat g
Cholesterol 0 mg0%
Sodium 100 mg4%
Potassium 24 mg1%
Total carbohydrate 19 g6%
   Dietary fiber 0 g0%
   Sugars 34 g
Protein 0 g
Vitamin A0%     Vitamin C0%
Calcium0%     Iron0%
*Percent daily values are based on a 2,000‑calorie diet. Your daily values may be higher or lower depending on your calorie needs.

Source:[10]

Note: Standard 8-ounce servings meet the FDA definition of 'low sodium' and have less sodium than a glass of chocolate milk.[11]

Flavors

United States

Currently, there are sixteen flavors of Powerade available in the United States:[12]

  • Mountain Berry Blast (blue; initially titled Mountain Blast)
  • Orange (orange)
  • Fruit Punch (red)
  • Grape (purple)
  • Lemon Lime (lime green)
  • 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)[13]
  • Kiwi Pineapple (green yellow) [13]
  • Blue Raspberry Cherry (dark blue)[14]
  • Watermelon Lime (green; exclusive to 7-Eleven)[15]

In addition, there are six flavors of Powerade Zero,[16] a zero calorie version of Powerade:

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

Discontinued flavors previously available in the United States:

  • Orange Tangerine (dark orange)
  • Jagged Ice (blue-violet)
  • Tidal Burst (blue-green)
  • Black Cherry Lime (green)
  • Infrared Freeze (red-orange)
  • Mango (yellow-orange)
  • Flava 23 Sour Berry (red; developed in conjunction with John Cena)
  • Flava 23 Sour Melon (green; developed in conjunction with LeBron James)
  • Gold Medal (gold; released to promote the 2004 Summer Olympics)
  • Matrix Reloaded (green; released in conjunction with the movie in 2003, and later re-released as a regular Powerade flavor, Black Cherry Lime)
  • NHRA
  • Light Andean Chill (low-calorie)
  • Light Aleutian Stream (low-calorie)
  • Option Grape (replaced with zero grape)
  • Option Lemon (replaced with zero lemon-lime)
  • Option Strawberry (replaced with zero strawberry)
  • Option Black Cherry
  • Zero Lemon Lime (yellow-green)
  • Psych (sports-energy drink hybrid)
  • Raize (sports-energy drink hybrid)
  • Advance Berry (sports-energy drink hybrid)
  • Advance Cherry Lime (sports-energy drink hybrid)
  • 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
  • Berry & Tropical (blue)
  • Cherry (red)
  • Orange (orange)
  • Lemon-Lime (yellow-green)
  • Zero Berry & Tropical (blue)
  • Zero red fruits (red)
  • Energy- Berry
  • Energy- Orange

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

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

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

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

Greece
  • Mountain Blast (blue)
  • Orange (orange)
  • Blood Orange (red)
  • Citrus Charge (yellow-green)
  • Cherry (red)
  • Lemon (yellow)

Denmark
  • Mountain Blast (blue)
  • Orange (orange)

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

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

Colombia
  • Mandarin Orange
  • Mountain Blast
  • Tropical Fruits

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

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

Finland
  • Mountain Blast (blue)
  • Orange (orange)

Venezuela
  • Mountain Blast
  • Tropical Fruits
  • Mandarin

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

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

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

Turkey
  • Ice Blast (Karışık Meyve)
  • Sun Rush (Mango ve Portakal)
  • Citrus Charge (Limon ve Portakal)

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

Estonia[17]
  • Mountain Blast (fruit flavoured)
  • Cherry
  • Lemon

Canada
  • Fruit Punch

Criticism

Like its main competitor, Gatorade, Powerade is made with sugar, syrups and salt.[18] 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.[19] The courts ruled in favor of Powerade as of August 2009.

Sponsors
  • Graffie Abalon League
  • Powerade Changcheon League

References
  1. Coca-Cola English – Productos
  2. "Powerade vs. soda? - FoodAQ". foodaq.com. Retrieved 6 April 2015.
  3. Kristin Goett (June 9, 2016). "Best Sports Drinks". Archived from the original on August 11, 2016. Retrieved June 23, 2016.
  4. "PowerAde's zero-calorie sports drink takes on Gatorade — USATODAY.com". usatoday.com. Retrieved 6 April 2015.
  5. "Adweek: How Powerade Downed Gatorade in Court, August 6, 2009". Retrieved 28 October 2017.
  6. Shareen Pathak. (2 March 2012). "Watch the Spot: No. 2 Powerade Launches 'Underdog' Campaign - News - Advertising Age". adage.com. Retrieved 6 April 2015.
  7. Chen, Xinlei (Jack); John, George; Narasimhan, Om (2008-05-01). "Assessing the Consequences of a Channel Switch". Marketing Science. 27 (3): 398–416. doi:10.1287/mksc.1070.0311. JSTOR 40057143.
  8. "COMMERCIAL PARTNERS - The Football League - Commercial - Commercial Partners". Archived from the original on 18 May 2008. Retrieved 28 October 2017.
  9. Media, NRL Digital. "Powerade renews sponsorship of Storm for 2015". Retrieved 28 October 2017.
  10. "Powerade". bevnet.com. Retrieved 6 April 2015.
  11. "Sports Drinks: Winners and Losers". ABC News.
  12. "POWERADE - The Official Website for Powerade". powerade.com. Archived from the original on 24 October 2015. Retrieved 26 October 2015.
  13. "Powerade Citrus Passionfruit, Kiwi Pineapple". bevindustry.com. February 27, 2017. Retrieved 1 Mar 2017.
  14. "Powerade Blue Raspberry Cherry". richcontext.com. Retrieved 30 Sep 2017.
  15. "7-Eleven NCAA March Madness Bracket Refresh". powerade.com. Retrieved 26 Mar 2018.
  16. "POWERADE - The Official Website for Powerade". powerade.com. Archived from the original on 24 October 2015. Retrieved 26 October 2015.
  17. "Powerade". www.coca-cola.ee. Retrieved 2018-07-13.
  18. Melanie Warner (August 22, 2005). "Critics Say Soda Policy for Schools Lacks Teeth". New York Times.
  19. "CNN.com". CNN.
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