PepsiCo gets into powder, launches Gatorade Sports Mix

Company brief

Mumbai, March 17, 2010

PepsiCo India today announced its entry into the powder category with the launch of Gatorade Sports Mix. Gatorade, World's No.1 Sports Drink, is quickly becoming popular with the sport and fitness loving Indian youth. Gatorade's scientifically researched isotonic formula helps restore fluids, electrolytes and energy; everything that one loses while being active and sweating.

The product-available in exciting Lemon & Orange flavours- is a ready-to-mix powder that empowers the consumer to make their own Gatorade by just adding water, at their convenience and at a very affordable price.

Gatorade Sports Mix would be available in easy to use sachets, affordably priced at Rs.15/- per sachet. Each sachet makes 500ml of Gatorade offers amazing value to the consumer. Gatorade is also available in liquid format in three falvours – Orange, Lemon & Blue Bolt - priced at Rs 35/- for a 500 ml PET.

According to Ms. Geetu Verma, ED-Innovation & Business Development, PepsiCo India, "India is going through a fitness revolution. The Indian youth is sweating it out by Walking, Jogging, Playing Sports and Gymming. There is a huge need for an Instant & Optimal rehydration solution, but currently consumers end up using sub-optimal solution like Glucose Powders, Caffeinated Energy Drinks and even Plain Water. And in order to encourage consumers to drink Gatorade more frequently, we have now made it more affordable and accessible."

Initially the product would be made available in top metro cities in both traditional and modern format stores. PepsiCo plans to support the launch through heavy consumer sampling and in-store activations.

For further informations, please contact:

Foresightindia

Shruti Deora

Mobile: 9820070718

Email: shruti@foresightindia.in