Gatorade’s most recent foray into the bar category signifies a more premium, focused approach than previous launches. The Gatorade G Series Pro 01 Prime Pre-Game Fuel Nutrition Bars contain a formulation as exhaustive as its name, leading with carbohydrates and protein to provide fuel alongside macronutrients. The ingredient list includes 10g of whey and casein protein, 15 co-factor vitamins and minerals, and 38g of carbohydrates. The bars are designed to provide energy before athletic activity and serve as a bridge between meals. Each box of 12 nutrition bars retails for $15.48--a premium price within its category. The bars are part of a new positioning strategy for Gatorade through its Pro series, which offers three steps (carbohydrates, hydration and protein) to deliver optimal athletic performance.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail atillman@mintel.com.pf