Accelerade early sales “significantly” below forecasts
Cadbury just announced Accelerade sales came in significantly below forecasts and the head of the American Beverage Unit of Cadbury is leaving. In a Bloomberg article, more details are discussed.
In our September Sports Nutrition & Weight Loss issue, we discussed Accelerade’s aggressive advertising campaign to go after “old man” Gatorade. At Expo East, I asked a few people familiar with the research behind Accelerades 4-to-1 carbohydrates to protein formula and received only positive reviews. I guess it will take more than just good science and an aggressive advertising campaign to dislodge Gatorade from its perch atop the sports drink category.
Related Topics: Sports Nutrition
October 15th, 2007 at 11:59 pm
Pacific Health Labs, the supplier of Accelerade to Cadbury Schweppes, released an announcement that they were pleased with sales of Accelerade, though Cadbury Schweppes said they were disappointed. Pacific Health Labs noted that their most recent quarter was their best ever…adding color to the developing Accelerade story. -Patrick
October 19th, 2007 at 10:23 am
As an addendum: Gatorade and Tiger Woods are joining forces to develop a signature line of Sports Performance Beverages. This is the first licensing deal from Gatorade and the first Sports Beverage that Tiger has endorsed.
So, obviously, Gatorade isn’t ready to embrace the title of “Old Man” just yet.
Link: http://mnr.onthescene.com/Gatorade/TigerWoods.html
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