Browsing by Subject "Sports drinks"

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    The effect of a low carbohydrate-protein beverage on endurance performance
    (2007-08) Martinez Lagunas, Vanessa; Ivy, John, 1945-
    Introduction: The performance benefit of ingesting carbohydrate (CHO) plus protein (PRO) beverages during prolonged endurance exercise vs. the ingestion of traditional CHO-only beverages is still controversial. Purpose: To investigate the aerobic endurance characteristics of an isocaloric CHO plus PRO drink and a low caloric CHO plus PRO drink against a traditional 6% CHO sports beverage. Methods: Eleven male and female trained cyclists exercised on four separate occasions at intensities that varied between 55% and 75% VO2max for 2.5 h and then at 80% VO2max until fatigued. Supplements (250.1 [plus or minus] 8.1 mL) were provided every 20 min and consisted of a 4.5% carbohydrate plus 1.15% protein complex (CHO/PRO H), a 3% carbohydrate plus 0.75% protein complex (CHO/PRO L), a 6% carbohydrate supplement (CHO), or a placebo (PLA). Treatments were administered using a double-blind randomized design. Results: Time to fatigue at 80% VO2max was significantly longer (P < 0.05) during the CHO (29.3 [plus or minus] 6.3 min; mean [plus or minus] SE), the CHO/PRO H (32.4 [plus or minus] 6.2), and the CHO/PRO L (31.2 [plus or minus] 6.6) trials compared to the PLA trial (16.0 [plus or minus] 3.5), with no significant differences among the CHO, CHO/PRO H, and CHO/PRO L treatments. In general, blood glucose, plasma insulin, CHO and fat oxidation, and RER, were elevated above PLA during the CHO, CHO/PRO H, and CHO/PRO L trials. With the exception of blood glucose and plasma insulin, no differences in the above measurements occurred among the CHO, CHO/PRO H, and CHO/PRO L treatments. Only minor differences in blood glucose and plasma insulin responses occurred among the CHO, CHO/PRO H and CHO/PRO L treatments, and there were no differences noted in heart rate, energy expenditure, blood lactate, or plasma myoglobin among these treatments. Conclusion: A low-caloric CHO plus PRO sports drink was as effective in improving endurance performance as a traditional 6% CHO sports drink or an isocaloric CHO plus PRO sports drink despite containing significantly less CHO and fewer calories. These results suggested that a small amount of PRO can replace CHO in a traditional sports drink without a loss of efficacy. This could be an important consideration for individuals who are concerned about caloric intake and body weight.
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    Gatorade’s approach to obesity in the Hispanic market
    (2010-12) Winsett, Annie; Mackert, Michael; Love, Brad
    As the largest and fastest growing U.S. minority, the Hispanic market has become an increasingly significant contributor to the nation as a whole. More so than ever, marketers would greatly benefit from reaching out to this demographic, drawing inspiration from the all of the characteristics that make it unique. In seeking to increase the appeal of their products, advertising plans should be developed such that all efforts take advantage of an opportunity such as this without negatively affecting any serious conditions prevalent among the population. In the case of Latino adolescents who are more likely to consume certain products such as sports drinks, but suffer disproportionately from obesity, it is crucial that food and beverage manufacturers like Gatorade approach this target strategically. Gatorade’s strong dedication to improving athletic performance offers the chance to become a positive contributor to the health and well being of Hispanic teens. The analysis and recommendations herein seek to guide Gatorade in addressing Hispanics in light of recent trends and demographic shifts. The tactics considered include the promotion of the many healthy options among Gatorade’s existing product lines, as well as ways to develop new ones targeted at young Latino males. Drawing from current advertising reaching out to the leading sports drink consumers, ‘REPLAY The Series’ would be another method that could be tailored to reach a greater number of this ethnicity. Finally, in recognition of the many advancements in digital technologies such as location based services, and young Hispanics’ greater likelihood to make use of cell phone applications, a mobile component is recommended, focusing on bringing these teens together and facilitating physical activity. With marketing ideas built upon the role sports drinks could play in getting Hispanic adolescents active, Gatorade can continue its dedication to superior athletic performance with further potential to become a role model for the marketing industry as a whole