Hydration touted as key to better performance, says Gatorade sports scientists

At the launch, the Chairman of Gatorade Sports Science Institute (GSSI) in Europe, Dr. Stavros Kavouras presented a study highlighting the importance of hydration to achieving superior performance for professional athletes, and general wellbeing for people leading active lifestyles.

"The demonstration shows how hydration plays a critical role in keeping athletes at the top of their game, as well as enabling active people to keep up with the demands of their dynamic lifestyles,"

said Dr. Kavouras.

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 Frank Lampard, and Kaka.

"The introduction of Gatorade in the UAE provides an opportunity to meet consumer needs for a functional beverage during active occasions.

Gatorade is the leading drink in the market that hydrates, replenishes and refuels and is especially important in a country where heat and humidity are typically at levels that can seriously impair physical performance,. Gatorade has not only been the preferred drink of a majority of professional athletes, but also dominates a bigger slice of the international consumer market. We expect the same dynamics to play out in the UAE, where one finds some of the region's biggest athletic clubs, and most passionate sports fans, as well as a growing population of athletes and active people,'." said Tarek Kabil, President of PepsiCo for the Middle-East and Africa.

In developing its market-leading sports drinks, Gatorade has extensively relied on scientific and clinical research conducted at the laboratories of the GSSI which was established in 1985 to help athletes optimize their performance and safeguard their health through research and education in hydration and sports nutrition science, making 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.

In the UAE, Gatorade will be available to consumers in 500 and 350ml bottles and in Orange, Lemon lime and Fruit Punch flavors.