Frucor to take over marketing and distribution of GATORADE®

Frucor to take over marketing and distribution of GATORADE® in New Zealand

Frucor is pleased to announce it will be taking over distribution and marketing rights for its Gatorade brand in New Zealand. Gatorade® was successfully introduced to the New Zealand market by PepsiCo-owned Bluebird Foods in October 2011, with the launch of Gatorade® Perform drinks and powder.

Taking on the responsibility for local distribution and marketing of Gatorade® is a great opportunity for Frucor, and one that Mark Callaghan, CEO of Frucor New Zealand is extremely excited about.

“Gatorade® is an iconic global brand, and we are very excited about the opportunity to grow it in our part of the world. Frucor has well-established networks and a proven understanding of the impulse beverage channel, which is an important area of future growth for Gatorade®. Our people bring first-class expertise in beverage marketing and distribution, and as a business we have a strong reputation and long-term commitment to the beverage market in NZ”, he said.

Gerard Smith, Managing Director of Bluebird Foods, said, "We were delighted by the positive response to Gatorade® from both New Zealand consumers and retailers. Gatorade® has quickly established its position as a strong local player and proven it has a clear role in the New Zealand sports drink market. We believe the transition to Frucor Beverages Ltd will provide continued focus and investment to ensure the long-term success of Gatorade® in New Zealand."

Brad Van Dijk, Senior Director Beverages PepsiCo Australia & New Zealand, commented “Frucor currently manufacture, sell and distribute a range of PepsiCo brands, and have proven to be a strong partner. They are a market leader in beverages, have solid local expertise, and capability for the long term expansion of Gatorade® in New Zealand. We look forward to expanding our partnership with Frucor through the addition of one of our flagship brands, Gatrorade.”

A smooth transition from Bluebird to Frucor is anticipated as a strong relationship has already built between the two companies, as evident by the recent successful joint promotion “Cool the Burn'. This featured Pepsi Max 'Ceasefire' Lime marketed and distributed by Frucor and Bluebird's Doritos 'Burn' Corn Chips.

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