January 2/Atlanta/The Atlanta Journal-Constitution -- Gatorade --- the granddaddy of sports drinks and one of PepsiCo's main brands --- could use an infusion of adrenaline. Too many teenagers say Gatorade has become the "sports drink of my father," said Massimo d'Amore, chief executive of PepsiCo Americas Beverages.
While Gatorade still holds a hefty lead over competitors including Coca-Cola's Powerade, its lineup has been struggling, with sales volume reportedly down 14% in the first nine months of 2009. The recession has squeezed grocery budgets and dinged the overall sports drink category.