At any one time around 40 flavors of Gatorade are available at retail, from standards like fruit punch and lemon lime to mango-electrico and the seemingly unlikely combination of lime cucumber.
Naturally, not every introduction is gulped down by consumers (see box). Deep in Gatorade’s past there was a cola variety, along with ESPN The Flavor. Gatorade A.M. was offered to “replace the fluids and energy you lose during a
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Consumers often pick their product based on color.
Photo by: Terry Lefton |
full night’s sleep.”
Generally, it takes 12 to 18 months from concept to retail for a new flavor, explained Xavi Cortadellas, a former Nike marketer who heads brand design and innovation at Gatorade. The average is one or two new flavors a year.
A recent business need was a flavor aimed squarely at the Hispanic palette. Consumer testing and focus groups including competitive athletes identified mint cucumber, aka “Limon-Pepino,” which is sold regionally.
“It can’t be variety just for its own sake,” Cortadellas said. “You want flavor innovation that’s new, but it’s got to be something that [consumers] don’t get tired of.”
Brett O’Brien, senior vice president and general manager at Gatorade, cited research indicating that the average consumer has tried three to four flavors, while heavy users drink an average of 11.5 different flavors.
“Lemon lime, orange and grape are still the top dogs, but we’re always experimenting to see what would make those users pick up a 12th flavor for the first time,” O’Brien said.
More recently, flavors have been matching the sub lines, like Fierce Green Apple. Frost, Fierce and the low-cal G2
flavors need to look the part and have the appropriate finish and “mouth feel.’’
Like a fashion brand, Gatorade researches colors, which can promote sales on their own. Colors and flavors must be in balance.
“When they walk up to that wall of [Gatorade] color, that’s how people are choosing,” O’Brien said. “Very few consumers call out a flavor by name. They say ‘I like green’ or ‘I like purple.’”
Chief Marketing Officer Morgan Flatley said less is more when it comes to new flavors. “You don’t want to bombard the market,’’ she said. “After that it’s a blend of what consumers want and what R&D can deliver. … Now we’re looking at technology that can deliver a lighter, cleaner finish. For someone drinking a lot of Gatorade in the summer, that’s an important innovation.’’
