Cadbury just announced Accelerade sales came in significantly below forecasts and the head of the American Beverage Unit of Cadbury is leaving. In a Bloomberg article, more details are discussed.
In our September Sports Nutrition & Weight Loss issue, we discussed Accelerade's aggressive advertising campaign to go after "old man" Gatorade. At Expo East, I asked a few people familiar with the research behind Accelerades 4-to-1 carbohydrates to protein formula and received only positive reviews. I guess it will take more than just good science and an aggressive advertising campaign to dislodge Gatorade from its perch atop the sports drink category.
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