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Article | October 31, 2002
Gatorade's All-Stars don PET
In July, The Gatorade Company launched a line of hot-filled 12-oz Gatorade All-Stars beverages for “tweens” (kids between 8 and 12) in injection/stretch-blow-molded PET bottles from Amcor PET Packaging (Manchester, MI).
The clear bottles are hot-filled by Gatorade and by contract packers. The bottles receive a wraparound paper and plastic label and a twist-off tamper-evident Vent Band closure from the Kerr Group (Lancaster PA). All-Stars are sold in six-packs unitized by a handled plastic carrier from ITW Hi-Cone (Itasca IL).“Our bottle had to be unique and easy for tweens to use” comments Mary Dillon vp of offering development and new brand management for Chicago-based Gatorade. “We discussed many different grip and finish designs before narrowing to the final option. Amcor did a great job to bring it to life.” The bottle’s 33-mm finish along with two ribs cut into the domed shoulder area facilitate gripping by smaller fingers.The six-packed beverage comes in three flavors berry strawberry and watermelon and retails nationwide for between $2.99 and $3.49 per six-pack at grocery and club stores and mass merchandisers. “Gatorade All-Stars were created for kids to use during recess or for after-school play” says Dillon. “During intense or longer-duration sports and practices however research shows that athletes young and old need to drink more than 12 ounces to stay hydrated and safe.” Early results show the product is doing well in the market according to Gatorade. —JB
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