Gatorade debuts in Saudi Arabia

Beginning in October 2008, Gatorade is being introduced to key retail channels, gyms and sports clubs throughout the region. Gatorade will be available to consumers in 500 and 350ml bottles in Orange, Lemon lime and Fruit Punch flavours.

Backed by more than 40 years of research, Gatorade is scientifically formulated to quench thirst, replenish electrolytes and fluids lost in sweat, and refuel working muscles to allow active people to perform at their best. The world's leading sports drink, Gatorade contains the proper amount of electrolytes and carbohydrates to rehydrate, replenish and refuel the active body and replace valuable nutrients lost through sweat. The efficacy of Gatorade has also been proven on the fields of play, where it is the sports drink of choice for many of today's top athletes, including Ronaldinho, Frank Lampard, Kaka, and Maria Sharapova.

Tarek Kabil, head of PepsiCo Middle-East and North Africa, said:

"The introduction of Gatorade in Saudi Arabia provides an opportunity to meet consumer needs for a functional beverage during active occasions. Gatorade is the only drink in the market that hydrates, replenishes and refuels and is especially important in a region where heat and humidity are typically at levels that can seriously impair physical performance. In addition to its large consumer base, Saudi Arabia has some of the region's biggest athletic clubs, most passionate sports fans, and has a growing population of athletes and active people."

In developing its market-leading sports drinks, Gatorade has extensively relied on scientific and clinical research conducted at the laboratories of the Gatorade Sports Science Institute, GSSI. Founded in 1985, GSSI's mission is to help athletes optimize their performance and safeguard their health through research and education in hydration and sports nutrition science which has made Gatorade the world's most researched sports drink.

"Gatorade will be a perfect solution to quench thirst in the most effective way as well as enhance performance, providing more of what the active body needs in ways water simply can't," Kabil added.

No other beverage or sports drink company has established such a strong expertise in rehydration and sports nutrition as Gatorade. Ongoing scientific and clinical research is conducted by the Gatorade Sports Science Institute (GSSI) in the U.S. and in partnership with leading sports scientists and laboratories around the world.

To help consumers and athletes learn more about the benefits of proper hydration and the dangers of dehydration and how it can be prevented, Gatorade will focus on educating consumers, athletes and sports professionals, and creating awareness of the issue.