The Gatorade Company, a division of PepsiCo (PEP), is strengthening its category-leading portfolio of sports performance beverages in 2010 by announcing the kosher-certification of Gatorade Thirst Quencher and G2. In partnership with the Orthodox Union (OU), Gatorade completed the kosher-certification process and certified kosher Gatorade Thirst Quencher and G2. Kosher product, which will bear the OU symbol, will begin appearing in stores this spring with a full rollout expected by summer 2010.
“Gatorade understands that different athletes have different needs, and providing sports performance beverages that adhere to kosher standards is important for us,” said Andrea Fairchild, vice president of brand marketing for Gatorade. “We’re proud to make these offerings available to help meet the needs of athletes who maintain kosher diets, so they can perform at their best.”
Rabbi Menachem Genack, OU Kosher’s CEO expressed his “great satisfaction that the iconic Gatorade products will now bear the OU symbol allowing the kosher community to benefit from these important products.”
Gatorade Thirst Quencher is the most thoroughly researched sports beverage in the world and is scientifically formulated and athletically proven to quench thirst, replace fluids and electrolytes, and provide carbohydrate energy to enhance athletic performance. By offering a scientifically proven blend of carbohydrates and key electrolytes, Gatorade Thirst Quencher is designed for use in the moment of activity to help athletes and active people hydrate, refuel and push through. G2 is a low-calorie option that delivers functional hydration to active people, but with less than half the calories of Gatorade Thirst Quencher.
To maintain kosher-certification, Gatorade will continue to undergo regular inspections by OU rabbinic representatives to ensure ingredients, formulas, processes and manufacturing plants comply with the guidelines for manufacturing kosher products. Throughout this process Gatorade has ensured the ingredients, efficacy and taste would not be altered. Gatorade Thirst Quencher and G2 will feature new packaging that includes the Orthodox Union certified kosher symbol, ,which identifies products that may be consumed by those who maintain a kosher diet.
“It was gratifying for us to partner with Gatorade through the certification process and bring these much sought after sports drinks to the ever-growing kosher market place,” said Rabbi Eliyahu Safran, OU Kosher’s Vice President of Communications and Marketing. “It is most rewarding for OU Kosher’s team, headed by Rabbis David Jenkins, Yaakov Mendelson and Abraham Juravel, as well as Phyllis Koegel, OU Marketing Associate, to cooperate with Gatorade’s team and bring the Gatorade products to eagerly-awaiting kosher consumers.”
Consumers who maintain a kosher diet will be able to purchase kosher-certified Gatorade at retail locations where Gatorade Thirst Quenches and G2 ready-to-drink beverages are currently available. Kosher-certified Gatorade will be available in all Gatorade Thirst Quenches and G2 flavors by summer 2010.
(YWN Desk – NYC)