New Protein-Enhanced Sports Drink Looking To Upend Gatorade

Accelerade, a new "protein-spiked" beverage from NJ-based PacificHealth Laboratories featuring fruit punch and lemon-lime flavors, "hope[s] to exploit public familiarity with Gatorade-like products and still set themselves apart from the pack," according to Cate Terwilliger of the DENVER POST. PacificHealth said that the difference between its product and other isotonic beverages is Accelerade's "patented 4-to-1 ratio of carbohydrates-to-protein, which offers advantages beyond those of conventional sports drinks" as typical sports drinks "don't contain protein." While other sports drinks "cost less to manufacture and less to purchase — $1.09 for a 20-ounce bottle of Gatorade at 7-Eleven, compared with $1.89 for the same size Accelerade," PacificHealth CEO Robert Portman "believes consumers will ante up once they understand the Accelerade difference, which will be spotlighted during a 10-week Colorado media blitz." In addition to conventional advertising, the campaign will feature "novel promotions: Bicycle couriers in Denver and Boulder will sport signs emblazoned with the red, lime and teal Accelerade whorl." Several of CO's "top athletes and coaches have signed on" to promote Accelerade, including Boulder triathlete and six-time Ironman champion Dave Scott, and marathoner Jerry Dunn, who "plans to run 20 marathons in 20 days." Also, an online campaign at www.acceleradecolorado.com "encourage[s] fitness among state residents" (DENVER POST, 11/10).