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1,802 word article from Nutrition Business Journal’s February 2002 issue.
Excerpt:
Gatorade, creator of the sports drink category, has dominated the field for years. Owned by PepsiCo, Gatorade remains the market leader despite competition from rival Coca-Cola’s Powerade.
Now, however, some new players are introducing sports beverages that they say differ dramatically from the industry standard bearers’ electrolyte-replenishing formulas. Can these new breeds hope to gain significant market share of the lucrative niche now dominated by soft drink industry giants? In exclusive interviews, NBJ obtained game plans from two players in the high-stakes sports drink field.
PacificHealth Laboratories Takes Aim
“Our goal over the next three years is to become the number three player after Gatorade and Powerade in the whole sports drink industry,” said Robert Portman, Ph.D, president and chief executive officer of PacificHealth Laboratories Inc. (Woodbridge, N.J.).
If that sounds like wishful thinking, consider this. The company’s first two entries, Endurox R4 and Accelerade, have enjoyed rapid growth, generating $6 million in sales last year along with endorsements...
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