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Have you ever been Gatorade Experienced?

Designed by the same firm that gave us the ergonomically correct computer mouse, the latest bottle from Quaker Oats' Gatorade Co. is known as the Ergonomically Designed Gatorade Experience, or E.D.G.E.

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"Consumers love it," says a Gatorade press announcement. "When exposed to the 24-oz E.D.G.E. bottle, consumers liked it significantly more than the current Gatorade sport bottle. In fact, ninety percent of consumers said they would 'probably' or 'definitely' buy E.D.G.E." Chicago-based Gatorade describes the polyethylene terephthalate bottle as the "ideal package for hot and sweaty, active occasions." Its uniquely grippable midsection makes it easy to grasp and carry, while a special oval-shaped quick-twist spout cap makes it easy to chug and control the amount chugged. Graphics are delivered via a shrink sleeve label stretching from bottle shoulder to midsection. Also applied as a TE device over the closure is a clear shrink film that's perforated for easy removal. Seven Gatorade flavors began appearing on store shelves in the southeast in May. The container will be gradually rolled out "per manufacturing capacity," according to the Gatorade press announcement. Details on pricing, costs and suppliers were not available.

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