Gatorade is moving into the functional-water category with the launch of G Active – a flavoured electrolyte-water with no sugar.
Gatorade Marketing Manager Jamie Bruce says G Active has been designed to address the specific hydration needs of fitness exercisers looking to get the most from their workouts
“Gatorade has built a reputation as one of the most trusted brands in sports fuelling, backed by more than 50 years of research into hydration and nutrition by the Gatorade Sports Science Institute,” Mr Bruce said. “We understand that consumers have different fitness needs and G Active is a great option for consumers who lead active lives and make fitness a priority in their busy schedules.”
Available in Lemon, Orange and Berry flavours, G Active is claimed to provide enhanced hydration benefits for workouts versus water alone.
“G Active is a scientifically backed, vitamin and electrolyte-enhanced water that provides next-level hydration and supports an active lifestyle,” Mr Bruce said.
For the launch, G Active is introducing a pop-up fitness destination, G Active HydroGym, surrounded by water and set against the backdrop of Sydney Harbour. Gatorade says G Active HydroGym, designed with fitness fans in mind, will be open over two days, April 28 and 29, providing access to expert-led fitness classes and nutrition-focused workshops.
New G Active will be available in-store from April 30 (RRP $3.39).
