Words: Amy Wentzel
Powerade, The Coca-Cola Company's© leading sports drink brand, recently launched the ground-breaking Powerade ION4 in South Africa. Powerade ION4 provides born sportsmen with an innovative sports drink designed to help achieve optimal performance by aiding hydration and providing electrolytes lost through sweat during extended training. Through the launch of Powerade ION4, Powerade has cemented its presence as an evolving brand keen on providing improved performance.
Whether a born sportsman or a recreational exerciser, it’s important to keep your body hydrated during training. When an athlete sweats they lose fluids and may lose four minerals – sodium, potassium, calcium and magnesium. New Powerade ION4 has been formulated with these additional minerals in mind for sweat loss during endurance exercise.
Powerade ION4 not only hydrates, because it provides fluid to the body, but it also fuels the body, because it contains carbohydrates. Carbohydrates act as a source of energy for the brain to maintain skills and decision making capabilities and provides energy for muscles to sustain performance and delay the onset of fatigue.
James MacLachlan, IMC Marketing Assets Manager of Coca-Cola Africa, comments, “The launch of new Powerade ION4 in South Africa represents a step change in the sports drink category as we continue to empower born sportsmen across the globe by giving them the best technologically advanced products to help them maximize their physical performance.”
The new Powerade ION4 is currently available at selected stores across the country and is offered in a concentrate form with three flavour options: Mountain Blast, Jagged Ice and Naartjie.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola®, one of the world’s most valuable and recognisable brands, our Company’s portfolio features 20 billion-dollar brands including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at www. coca-colacompany.com , follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca‑Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/thecoca-cola-company.
Powerade is a brand of The Coca-Cola Company, and is available in 70 markets, including Australia, USA, Canada, Great Britain, Brazil, Mexico, Russia, Spain and South Africa. Powerade combines carbohydrates, electrolytes with fluids for energy and hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities. In most markets, Powerade is scientifically formulated with the ION4® Advanced Electrolyte System, which helps replenish four key electrolytes lost in sweat: Sodium, Potassium, Calcium and Magnesium. Powerade ION4 is the new formula of Powerade.
For more information on Powerade ION4 go to www.powerade.co.za