Gatorade Going Big In Brazil With G Series And Plans For Sports Lab

Already the leader in the sports drinks segment in Brazil, Gatorade is expanding its portfolio in the local market, according to Roseani Rocha of MEIOEMENSAGEM.com.br. The American company will start to "commercialize its G Series line" in Brazil. The line includes the products: Prime, "to consume 15 minutes before any sporting activity;" Perform, "the traditional version of the product to consume during the activity;" and Recover, "to consume after the training or match." To commercialize the product, Gatorade will also venture into some new channels. Marketing Dir Tiago Pinto: "We will also be in sports clothing stores, nutritional supplement stores and pharmacies." In the past, Gatorade had focused on supermarkets and gyms. Pinto also announced that the company will "install in Brazil a sports laboratory," similar to the Gatorade Sports Science Institute it has in Tampa, USA. Brazilian Football National Team coach Mano Menezes who visited the Gatorade Sports Science Institute this year was very happy with the news. Menezes: "I am very happy that Gatorade has concrete plans to build a laboratory like this here in Brazil" (MEIOMENSAGEM.com.br, 6/19).