08-08-12 Powerade QA Interactive

7/29/2019 08-08-12 Powerade QA Interactive

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2012 Powerade


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Q&A Q&A2 3

Navigation menuMove your cursor over the page to reveal more detail about the issues covered

in each section, then click straight through to the answer you need.

Go to Glossary

4. Obesity and diabetes 36Specifc inormation or people trying to lose weight, or those with diabetes, who want to drink Powerade products.

5. Kids consumption and marketing to children 40

Marketing to childrenTCCC policy on marketing to children

Effect on childrenAre Powerade products suitable for children? Is it better than carbonated soft drinks for children?

What additives does it contain? Is it suitable for young athletes or children with diarrhoea?

6. Powerade ingredients 44

What is in Powerade ION4 andPowerade Zero?What do Powerade products contain?

Sweeteners

Which Powerade products contain sweeteners and in what quantity? Is aspartame safe?

Colours

Why are Powerade products so brightly coloured? Do Powerade products contain any of the

colours associated with hyperactivity in children? Does it contain any banned additives?

Sodium and saltWhy do Powerade products contain sodium? Is the salt in Powerade products bad for you?

Other ingredientsPreservatives, vitamins and protein in Powerade products. Glucose vs. fructose & sucrose.

How much can be drunk safely in a day?

7. Hydration 52How much liquid do we need to consume in a day? How do you know how much to drink

whilst exercising? Can you drink too much water/Powerade products?

8. Dental health 56

Are Powerade products bad for your teeth? Is it better to sip Powerade products? Does the lack

of saliva during exercise increase the risk of dental erosion?

What are the benefts and when should I usePowerade ION4andPowerade Zero? What is the

dierence betweenPowerade ION4 andPowerade Zero?

9. Powerade products 58

Glossary 62

Appendix 1 68

Supporting information for Question 2.3

Key TCCC contacts

Appendix 2 72

Introduction 4

1. How to use this Q&A collateral

2. Situation overview

Powerade Q&A 10

Return to Navigation

1. Powerade ION4 and Powerade Zero benefts 12

What are the benefts o Powerade products? What do you get rom Powerade products that you

wouldnt get rom plain water or ruit squash?

Sports performanceHow do Powerade products improve sports perormance? Is it only or proessional sports people?

Is it only benefcial ater a certain amount o exercise?

When to drink Powerade productsCan Powerade products be useful when carrying out other more general physically demanding activities?

At what point during exercise should you drink Powerade products?

Other Powerade products benefts/usesIs there any beneft to drinking Powerade products when not exercising? E.g. As a hangover cure,

general pick me up, meal replacement or ater an upset stomach?

2. Product claims 22

Detailed support for key Powerade product claims regularly questioned: Are Powerade products just an

expensive con? Do they really assist performance? Do they really hydrate better than water?

3. Product comparisons 28

Powerade productsWhat is the difference betweenPowerade ION4andPowerade Zero?

Competitor brandsHow do Powerade products compare to Lucozade and Gatorade?

Natural alternatives

How do Powerade products differ from natural alternatives such as milk, coconut water and fruit juice?

Other alternatives

HowdoPoweradeproductscomparetocarbonatedsoftdrinks,energy/vitamindrinksandhomemadesportsdrinks?

Further information

Powerade versus Powerade ION4

Key terms

3. Before we start


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Q&AQ&A Q&A

INTRODUCTION

4 5

Return to Navigation Go to Glossary


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Q&A Q&A 76

casual physical activity or in a broad recreational

context. Additionally, there is a known tendency or

sports drinks to be consumed outside their proposed

context, or example as part o a sedentary

(i.e. inactive) liestyle, while watching sports.

4) Kids consumption and obesity/hyperactivity:

Issues relating to kids consumption o Powerade

have been linked directly to broader health and

obesity concerns around carbonated and non-

carbonated sot drinks usage amongst children.

Some healthcare proessionals argue that the

consumption o drinks supplying a source o

energy (as carbohydrates) and thereore additional

calories, contributes to childhood obesity. Others

argue that boosting child awareness o the

importance o hydration and encouraging sporting

participation can actually help to address health

and obesity issues. Concerns have also been raised

about the use o additives (such as colours) in sports

drinks and their link to hyperactivity in children.

5) Powerade and dental health: Issues relating to

the relationship between sports drinks and dental

health, highlighting the ability o citric acid in sports

drinks to erode tooth enamel.

6) Powerade scientic credentials: With the

European Food Saety Authority (EFSA) evaluating

health and nutrition claims and currently rejectinga high proportion o them, it is imperative that

Powerade has a robust scientic portolio to support

its position and maintain brand integrity.

Against this backdrop, it is not surprising that there is

a lack o understanding about the role o sports drinks

and a wide variety o views and opinions rom many

dierent sources about the validity and benets o

such drinks or consumers. Conusion and lack o trust

is prevalent amongst some groups o consumers

and other stakeholders. The challenge is to keep

consumers inormed, ensure understanding o the

product benets and build trust in the brand.

How to use this Q&A collateral

This Q&A document has been designed to provide

the EG region Powerade community both brand

and supporting PR teams with clear and aligned

guidance on how to respond reactively to questions

arising rom the media and other stakeholders about

the Powerade range.

The questions included in this document have been

ormulated to address recent consumer issues and key

media trends. They are grouped by category to help

you nd the inormation you are looking or and have

been listed in order o importance based on the issues

raised in recent media coverage.

The answers have been developed using the most

up-to-date scientic research and brand messages

and are reerenced where required. Fur ther reerence

inormation can be ound in Appendix 1.

It is important to note that the answers are by no

means exhaustive and it is advised that you seek

additional advice and guidance rom your local SRA

contacts, especially when talking about product

benets and the hydrates better than water claim,

and i a specic issue should arise in your country. Key

contacts are included in Appendix 2.

We hope this document will provide you with theinormation required to support the Powerade brand

and respond to any enquiries about the products.

Situation overview

Scepticism over the health and beneft claims made

by ood and drink manuacturers and suspicion o

artifcial ingredients is increasing amongst some

European consumers. This trend has the potential to

erode consumer trust and confdence in unctional

ood and drink; this means manuacturers need to

ensure that they promote their unctional products in

a credible and honest manner, and continue to educate

consumers about the benefts o their products.

A media analysis (using Factiva) o recent coverage o

sports drinks identied a number o articles which were

positive in tone, including messages on the ability o sports

drinks to improve perormance and oset dehydration

during exercise. However, a number o issues were

identied that require eective issues management to

maintain brand integrity and uel brand growth.

The ollowing summarises the key issues and the

common misconceptions and inaccuracies currently

impacting Powerade in the EG region:

1)Recreational vs. elite: A undamental issue or

Powerade relates to whether a carbohydrate-

electrolyte based drink can deliver tangible benets to

consumers engaged in regular recreational sport and

exercise.

2) Powerade vs. water: Whilst no-one disputes the need

to rehydrate beore, during and ater exercise, some

proessionals in the eld o sports science and nutrition

argue that more natural and less expensive options

like water or a mixture o ruit juice/water oer a better,

more natural alternative or consumers.

3) Weight control: Some health experts also point

out that a drink supplying a source o energy could

lead to weight gain i the drink is consumed during



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Beore we start

This document has been designed or use by the EG

Powerade community. However, in certain markets

the product names and terminology used may dier.

The inormation below is designed to provide clarity

across market dierences. I in doubt it is advised

you also seek additional advice rom your local SRA

contact.

Throughout this document, we only ocus on inorma-

tion in relation to Powerade ION4 andPowerade Zero,

and Powerade in some markets - all Ready to Drink

(RTD) ormats. Other Powerade brand products, whichare country specic such as Powerade ION4 Powder or

Powerade Energy (GB only) are not covered within this

document.

For urther clarifcation or advice please

contactEurope Group SRA (page 72)or your

Local SRA contact.

Key Terms

Although phrasing may dier between markets, the

denitions below should provide clarity on some com-

mon terms. I you have any doubts it is advised that

you seek urther clarity rom your local SRA contact.

Your body needsuel, sometimes reerred to as

energy or calories, in order to unction. For athletes,

carbohydratesare the best source o uel as they are

most easily digested.*

Minerals are an essential part o our diet or normalbody structure and unction. In sports drinks, cer tain

minerals (electrolytes ) help support hydration and

prevent dehydration.

Isotonicsports drinks are drinks that contain water

and substances with a total concentration that is

similar to blood; this allows or ast absorption o

water, sodium and glucose and is ideal or rehydrat-

ing and reuelling.

*It is important to remember that i the quantity o

calories consumed exceeds the quantity used up

through physical activity and body processes, weight

gain will result.

Powerade versus Powerade ION4

Most EG markets are now selling Powerade ION4

and throughout this document we reer to Powerade

ION4. Whilst Powerade and Powerade ION4 have thesame hydration and perormance benets they are

slightly dierent in terms o composition.

Advice:For those markets that have not yet

transitioned rom Powerade toPowerade ION4it

is advised that you seek urther clarity on claims

rom your local SRA contact.

Powerade Zero is not a sports drink

From a regulatory ramework, Powerade Zero is not

a sports drink (due to the lack o carbohydrates) and

should not be positioned or communicated in the same

way as Powerade or Powerade ION4.

Further inormation

It is important to note that the answers in this Q&A are

by no means exhaustive and it is advised that you seek

additional advice and guidance rom your local SRAcontacts, especially when a specic issue should arise

in your country.

Regarding specic challenges or incidents, on any

Powerade products, please see thekey contact list

on page 72, or Europe Group.

For any specic guidance or advice on the Advertis-

ing Standards Authority (ASA) matter in relation

to the hydrates better than water claim, please

contact the appropriate contacts on page 72.

Updates will be made to the Q&A in line with any

signicant developments relating to the brand, or

the availability o new supporting inormation and

data. Local country teams are encouraged to share

any new insights, research or inormation relating to

Powerade and sports drinks that may emerge in their

local countries or inclusion in uture Q&As.

Go to GlossaryReturn to Navigation


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Q&A Q&A

POWERADE

Q&A

0 11

Go to GlossaryReturn to Navigation


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Q&AQ&A Q&A

1.POWERADE

bENEfITS

2 13

Powerade ION4 and

Powerade Zero benefts

1.1What are the benefts o Powerade ION4 and

Powerade Zero?

Powerade ION4 is an isotonic[terminology not

to be used in Spain] sports drink containing fuid,

our o the minerals [Tier 1 countries]/ minerals

[Tier 2 countries]lost in sweat or hydration and

carbohydrates to rapidly replenish the uel your

body loses during exercise.

It has been scientically ormulated to contain a

combination o carbohydrates and minerals to

enable people participating in prolonged, intense

sports or exercise sessions to perorm at their best or

longer, by helping the body to rehydrate and reuel.

Powerade Zero is a great-tasting, zero sugar,

calorie ree drink that helps rehydrate the body

without adding back the calories.* It is ideal or those

engaged in lighter intensity exercise sessions that

last less than 60 minutes.

* Please consult EUG or Local SRA or local country claimadaptations.

1.2What do you get from Powerade ION4 that you

wouldnt get from a drink such as plain water?

When youre exercising hard and in desperate need o a

drink, its natural to head or the nearest bottle o water.

Although itll quench your thirst, it isnt always the best way

to rehydrate your body during or ater exercise. Heres why:

Water doesnt have adequate minerals and

carbohydrates to replace those lost through sweat.

Watershutsdownthethirstreceptorsprematurely,beore

youvereplacedtheluidyourbody haslost throughsweat.

Water doesnt have favour, which has been shown to

encourage you to drink.

Water doesnt have the perormance-sustaining benets

provided by the carbohydrate uel in a sports drink.

Iyouareunableordontplantoeataterexercise,thenasportsdrink has the advantage o containing sodium, which helps

your body more eectively retain and use the fuid youve

drunk to help prevent dehydration. Sports drinks can also

provide carbohydrates to help replenish muscle uel stores.

Inadditiontohydrating,sportsdrinksarespeciallyormulated

toreplenishbothuelandmineralneedsto helpyousustain

physical(muscularstrength, endurancecapacity,pace)and

mentalperormance(concentration,reactiontime,accuracy).

RAPID HYDRATION+SUSTAINED PERFORMANCE

WATERCARBOHYDRATES

GLUCOSE+ FRUCTOSE

ELECTROLYTES

SODIUM, POTASSIUM

MAGNESIUM, CALCIUM

OPTIMUM FITNESS HYDRATIONFOR LIGHT EXCERCISESESSION < 60 MINS

WATERCARBOHYDRATES

ELECTROLYTES

SODIUM, POTASSIUM,



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Q&A Q&A4 15

1.3What do you get rom Powerade ION4 that you

wouldnt get rom a drink such as commercially

available favoured water or regular ruit squash?

Powerade ION4 contains minerals, such as sodium,

which are not ound in adequate quantities in a drink

made rom water and glucose alone or rom ruit

squash. Sodium is the main mineral lost in sweat.

Its vital to replace sodium because it helps stimulate

carbohydrate and water absorption, and supports

hydration by helping the body to hold onto water both

during and ater exercise.

Sports performance

1.4 Can Powerade ION4 improve sports

performance? Have there been any studies

to show this?

For optimal perormance, athletes need to be hydrated

and adequately uelled during intense exercise.

Exercise scientists have extensively researched the

best fuid to drink during exercise. Sports drinks, or to

be more specic, carbohydrate-electrolyte drinks, are

one o the best researched sports nutrition products

available to athletes.

It is accepted that perormance during prolonged

or intense exercise can be improved by consuming

carbohydrate-electrolyte drinks, such asPowerade

ION4, during exercise. This improvement is due to theeects o the carbohydrates in the drink providing

additional uel to the muscles and due to the fuid and

minerals minimising fuid and mineral disturbances that

can occur through sweating. The evidence on which this

is based has been the subject o a number o extensive

reviews.Consumingcarbohydratesandrehydratingbeore

andduringexercisehasbeendemonstratedtoenhance

perormancewhenexercisingorlongerthan60minutes.

Scientic studies have shown that sports drinks,

when consumed in appropriate amounts, deliver an

adequate amount o carbohydrates to properly respond

to sports peoples energy needs during prolonged,

intense exercise or training sessions. Carbohydrates

provide uel or the brain to maintain skills and decision

making and uel or muscle to sustain perormance and

reduce the perception o atigue. As a result, exercise

perormance is improved.

In addition to the above evidence, in the past years

Powerade has completed a variety o studies showing

that Powerade can improve perormance (endurance

and mental) while exercising in either warm or cool

weather conditions (these studies did not use

Powerade ION4).

Watson P, van Langen F, Quigley J and Maughan

RJ. A systematic examination o the infuence o

carbohydrate supplementation on physical and

mental perormance in warm conditions. ISSSMC

Conerence, Newcastle, August 2010. Br J Sports Med

2010;44:i21 doi:10.1136/bjsm.2010.078972.62

Watson P, Ferguson D, Ewington A and Maughan

RJ A systematic examination o the infuence

o carbohydrate supplementation on physical

and mental perormance in cool conditions.

ISSSMC Conerence, Newcastle, August 2010.

Br J Sports Med 2010;44:i15-i16 doi:10.1136/bjsm.2010.078972.46

Also, even more recently, it has been shown that the

consumption o Powerade (these studies did not use

Powerade ION4) resulted in improvements in exercise

capacity, repeated sprint perormance and cognitive

unction when compared to no fuid and water.

Watson P, Davison CA, Smithies S and Maughan RJ.

The infuence o fuid ingestion and carbohydrate

supplementation on physical and mental

perormance during intermittent high-intensity

exercise. ISSSMC Conerence, Newcastle, August

2010. Br J Sports Med 2010;44:i15 doi:10.1136/

bjsm.2010.078972.45

REFERENCES

Coyle,E.F.,Fluidanduelintakeduringexercise,

JSportsSci,22:3955,2004

Coyle,E.F.,Hamilton,M.,Fluidreplacementduring

exercise:Eectsonphysiologicalhomeostasisand

perormance,InPerspectivesinExerciseScienceandSports

Medicine,ed.Gisoli,C.V.andLamb,D.R.,Carmel,IN:Cooper

Publishing,3:281308,1990

Herbert,W.G.,Waterandelectrolytes,InErgogenicAids

inSport,ed.Williams,M.H.,HumanKinetics,Champaign,IL,

USA,56-98,1983

Jeukendrup,A.,Brouns,F.,Wagenmakers,A.J.,Saris,W.

H.,Carbohydrate-electrolyteeedingsimprove1htimetrial

cyclingperormance,IntJSportsMed,18:125-9,1997

Jeukendrup,A.E.,Currell,K.,Clarke,J.,Cole,J.,Blannin,A.

K.,Eectobeverageglucoseandsodiumcontentonluid

delivery,NutrMetab,6:9,2009

Jeukendrup,A.E.,CarbohydrateIntakeduringexercise

andPerormance,Nutrition;20:669677,2004

Lamb,D.andBrodowicz,G.R.,Optimaluseoluidsovaryingormulationstominimizeexercise-induced

disturbancesinhomeostasis,SportsMed,3:247-274,1986

Maughan,R.J.,Fluidandelectrolytelossandreplacement

inexercise,InPerspectivesinExerciseScienceand

SportsMedicine:Ergogenics:TheEnhancementoSport

Perormance,ed.Lamb,D.R.,andWilliams,M.H.,Carmel,IN:

BenchmarkPress,4:3585,1991



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Q&A Q&A6 17

Watson P, Davison C A, Smithies S, Maughan R

J(2010). Infuence o fuid ingestion and carbohydrate

supplementation on physical and mental perormance

during intermittent high-intensity exercise. Br J Sports

Med 2010;44:i15 doi:10.1136/bjsm.2010.078972.45

McConnell, G., Snow, R. J., Proietto, J. and Hargreaves,

M., Muscle metabolism during prolonged exercise in

humans: infuence o carbohydrate availability. J Appl

Physiol, 87:1083-1086, 1999

Murray, R., The eects o consuming carbohydrate-

electrolyte beverages on gastric emptying and fuid

absorption during and ollowing exercise, Sports Med,

4:322-351, 1987

1.5Can rinsing the mouth with Powerade ION4 give

the same overall-benets as drinking it?

While recent studies have shown that rinsing the

mouth with a carbohydrate-containing drink can

help improve sports perormance, rinsing alone does

not provide the re-hydration or reuelling benets o

drinking a sports drink.

Researchers believe that chemical receptors in the mouth

may respond to carbohydrates in sports drinks by sending

signals to the brain that make exercise eel easier.

The overall benet o drinking a sports drink,

such as Powerade ION4, which consists o fuid,

carbohydrates and minerals, is to keep the exercising

individual hydrated and adequately uelled.

These benets can only be achieved simultaneously

by ingestion. Ingesting sports drinks, such as

Powerade ION4 is a useul way to both rehydrate and

replenish the uel that your body loses during exercise.

REERENCES

Carter, J. M., Jeukendrup, A. E., David J., The Eect

o Carbohydrate Mouth Rinse on 1-h Cycle Time

Trial Perormance, Medicine & Science in Sports &

Exercise, 36 (12):2107-2111, 2004

Chambers, E. S., Bridge, M. W., Jones D .A.,

Carbohydrate sensing in the human mouth: eects

on exercise perormance and brain activity, J Physiol,

587:17791794, 2009

Coyle, E. F., Fluid and uel intake during exercise, J

Sports Sci, 22:39-55, 2004

Maughan, R. J., Leiper, J. B., Eects o sodium content

o ingested fuids on post-exercise rehydration in man,

Eur J Appl Physiol, 71:3119, 1995

Maughan, R. and Shirres, S., Rehydration and

Recovery ater exercise, Science & Sports, 19:234

238, 2004

Pottier, A., Bouckaert, J., Gilis, W., Roels, T., Derave,

W., Mouth rinse but not ingestion o a carbohydrate

solution improves 1-h cycle time trial perormance,

Scand J Med Sci Sports, 20(1):105-11, 2010

1.6Are Powerade products just or proessional

sports people?

No.Powerade ION4 is or anyone engaging in prolonged

or intense exercise, and its even more cr itical or

individuals classied as heavy sweaters, or individuals

exercising in hot and humid weather conditions or high

altitudes. Powerade ION4 replaces not only fuid andminerals lost through sweat but also carbohydrates

which the muscles use up during exercise.

One hour o moderate exercise generally results

in between 0.5 L and 1.0 L o sweat loss which can

quickly result in dehydration (this varies between

individuals due to dierent sweat rates).



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Q&A Q&A8 19

Hot environments are also likely to cause physical stress.

Heart rate and body temperature increase dramatically,

whilst perormance and concentration levels

decline. Dehydration can also aect people in cooler

environments such as cross country skiing or mountain

climbing, whilst or a swimmer, immersion in water also

stimulates fuid loss through increased urine production.

Mental perormance, which is important where

concentration, skilled tasks and tactical issues are

involved, is also reduced by dehydration. When

dehydration o 2% o body weight or more is

experienced, visual-motor skills, short-term memory,

reaction time, and attention deteriorate.

It is thereore important to maintain hydration and replace

lost minerals and carbohydrates by drinking a prolonged,

intense spor ts drink such asPowerade ION4which has

been scientically ormulated to contain a combination

o carbohydrates and minerals to enable people

participating in prolonged, intense sports and exercise

sessions, in a variety o environmental conditions (warm

or cool), to perorm at their best or longer.

Powerade Zero is a great-tasting, zero sugar, calorie

ree drink that helps rehydrate the body without adding

back the calories.* It is ideal or those engaged in

lighter intensity exercise sessions that last less than 60

minutes.

*PleaseconsultEUGorLocalSRAorlocalcountryclaimadaptations.

REERENCES

Watson P, van Langen F, Quigley J and Maughan

RJ. A systematic examination o the infuence o


mental perormance in warm conditions. ISSSMC


When to drink Powerade products?

1.8 Should I drink Powerade products i I am not

playing sports but perorming manual labour/working

in extreme environmental conditions/carrying out

physically demanding recreational activities?

I you are carrying out strenuous exercise that is

intense, prolonged or takes place in hot and humid

conditions and induces heavy sweat losses that may

lead to dehydration, then drinking Powerade ION4

can help to maintain fuid balance and can also help

replace carbohydrates that are used up in the body.

Dehydration can occur under many circumstances,

even when not exercising. The eect o dehydration

on perormance varies across dierent weather

conditions. Not only can dehydration lead to

a reduction in physical perormance, such as

muscle atigue, but it can also negatively aect

mental perormance, which is important where

concentration, skilled tasks or tactical issues are

involved. When dehydration o 2% o body weight or

more occurs, visual-motor skills, short-term memory,

reaction time, and attention deteriorate.

It is thereore important to stay hydrated and, when

needed, replace lost minerals and carbohydrates by

drinking a sports drink such as Powerade ION4.

* Remember that all oods and beverages with

calories have the potential o adding excess calories

to the diet. When consuming caloric beverages,

like Powerade, its important to remain within your

daily calorie limits while meeting your nutrition and

hydration needs.

2010;44:i21 doi:10.1136/bjsm.2010.078972.62

Watson P, Ferguson D, Ewington A and Maughan

RJ A systematic examination o the infuence o


mental perormance in cool conditions. ISSSMC


2010;44:i15-i16 doi:10.1136/bjsm.2010.078972.46

1.7 Is it true you need to exercise or at least an

hour beore you see any positive benets rom

drinking Powerade ION4?

No.Theneedorluids,mineralsandcarbohydratesduring

exercisecanvaryoreachindividualanddependsonseveral

actors.Theseneedsincreasedependingontheintensity,

thedurationotheexercise,theenvironment,genetics,

clothingandmany otheractors. Fluidintakeand adequate

hydrationduringexerciseareimportantandbecomeeven

moreessentialduringprolonged,intenseexercisesessions

lastingmorethanonehour,andcompetitionevents.

It is important to be properly hydrated beore you

start exercising, particularly i you want to perorm

at your best. A sports drink like Powerade ION4 can

provide eective hydration rom the start.

* Remember that all oods and beverages with calories

have the potential o adding excess calories to the diet.

When consuming caloric beverages, like Powerade,

its important to remain within your daily calorie limitswhile meeting your nutrition and hydration needs.

Powerade Zero is a great-tasti ng, zero sugar, calorie

ree drink that helps rehydrate the body without

adding back the calories.* It is ideal or those engaged

in lighter intensity exercise sessions that last less than

60 minutes.

*Please consult EUG or Local SRA or local country claimadaptations.



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Q&A Q&A0 21



without adding back the calories.* It is ideal or those

engaged in lighter intensity exercise sessions that


*Please consult EUG or Local SRA or local country claim adapta-tions.

REERENCES

Grandjean, A. and Grandjean, N., Dehydration

and Cognitive Perormance, J Am Coll Nutr, 26(5):

549S554S, 2007

Maughan, R., Impact o mild dehydration on

wellness and on exercise perormance, Eur J Clin

Nutr, 57, Suppl 2: S19S23, 2003

Shirres, S. M., The Importance o Good Hydration

or Work and Exercise Perormance, Nutr Rev,

63(6):S14-S21, 2005

1.9 When should I drink Powerade ION4 or

Powerade ZERO?

Powerade ION4 oers a convenient and ecient

way to rehydrate the body and delay the onset o

muscle atigue during exercise, as well as enabling

continued physical perormance and a speedy

recovery, in terms o rehydration and reuelling,

ater exercise.

Drinking Powerade ION4 is recommended whenexercising or 30 minutes or longer at a high

intensity, or or 60 minutes or longer at any intensity.

Powerade Zero is designed or those engaged in

lighter intensity tness sessions that last less than

60 minutes.

Beore Exercise: Both Powerade ION4 and

Powerade Zero help to ensure the body is

hydrated beore exercise starts, reducing the risk o

dehydration. Additionally, Powerade ION4 can also

help build up glycogen stores.

During Exercise: Powerade ION4helps to prevent

dehydration and rapidly supplies uel or the working

muscles to help sustain your perormance.

Powerade Zerohelpstopreventdehydration.

Ater Exercise: Powerade ION4helpstoreplaceluid,

uelandmineralslostthroughsweatprovidinganeective

reuelling and rehydration proposition. Powerade Zero

helps to replace fuid lost through sweat.

Only a well hydrated body can help to stretch your

potential. I youre well hydrated beore you start

exercising, youre less likely to become dehydrated and

youre prepared or optimum perormance. In most

situations, sweat lost during exercise is much greater

than the amount o fuid an athlete can replace during

a session. It is thereore benecial to start any exercise

session well hydrated to minimise the risk o dehydration.

That is why its important that the bodys fuid

balance is optimal at the beginning o any exercise

session as dehydration will have a negative impact on

perormance at a later stage. It is recommended that

pre-hydrating with beverages, i needed, should be

initiated at least several hours beore an exercise taskto enable fuid absorption and optimise perormance.

REERENCES

Sawka, M. N., Burke, L. M., Eichner, E. R., Maughan, R.

J., Montain, S. J., Stacheneld, N. S., American College

o Sports Medicine Position Stand: Exercise and Fluid

Replacement,MedSciSportsExerc,39(2):377-39,2007

Other Powerade product benets/uses

1.10 Is there any benet to drinking Powerade

products i Im not exercising? E.g. hangover

cure? General pick me up i Im tired?

Powerade ION4 is an isotonic sports drink scientically

ormulated to help prevent dehydration and delay the

onset o muscle atigue during exercise. It contains

carbohydrates, which can provide uel or the body and

can help delay the onset o muscle atigue, and minerals

to replace those that have been lost through sweat.

Dehydration can be a common symptom o

hangovers (due to urine loss, as alcohol has a diuretic

eect), and sports beverages can help replace

fuid and minerals lost in these instances. Although

Powerade ION4 has been designed or people

exercising, there is no health risk associated with

drinking it at other times or healthy individuals.

*Remember that all oods and beverages with calories



its important to remain within your daily calorie limits

while meeting your nutrition and hydration needs.



without adding back the calories.* It is ideal or thoseengaged in lighter intensity exercise sessions that


*Please consult EUG or Local SRA or local country claim adapta-tions.

For those that are sodium-sensitive, it would be

advisable to seek medical advice beore drinking any

Powerade products when not exercising.

1.11 I have heard that you should drink an isotonic

drink to rehydrate ater an upset stomach can I drink

Powerade ION4?

Dehydration can occur ollowing an upset stomach,

diarrhoea and vomiting. However, it is important to

seek the advice o your doctor about proper hydration

during an illness.

1.12 As it contains carbohydrates and minerals, can

Powerade ION4 be used as a meal replacement?

Powerade ION4 does not contain all the essential

nutrients that would normally be provided by a meal.

Thereore Powerade ION4 should not be used as a

meal supplement or a meal alternative. Powerade

ION4 is designed to help prevent dehydration and

delay the onset o muscle atigue during exercise, as

such it has been scientically ormulated to provide a

combination o minerals and carbohydrates that are

emptied quickly rom the stomach and are rapidly

absorbed rom the small intestine, to help the body

rehydrate and reuel.

Sports drinks, such as Powerade ION4, are not designed

to be a meal replacement, butPowerade ION4 can be a

useul part o an athletes diet or the quick replacement

o fuid, minerals and carbohydrates.



12/38

2.PRODUCT

CLAIMS

Q&A Q&A2 23

Product claims

2.1Powerade ION4 is just favoured water with sugar

and salt isnt this just an expensive con?

Sports scientists and athletes recommend drinking a

properly ormulated sports drink like Powerade ION4

beore, during and ater prolonged, intense exercise. It

oers a convenient and ecient way to rehydrate the

body and has been scientically ormulated to delay

the onset o muscle atigue enabling continued physical

perormance and a speedy recovery ater exercise.

Powerade ION4 will help you to replenish fuid

and minerals lost in sweat or eective hydration

and replace carbohydrates your body loses during

exercise. It helps to maintain desired perormance

levels and oer eective rehydration or prolonged,

intense exercise and training sessions.

*Remember that all oods and beverages with calories



its important to remain within your daily calorie limits


For those who want the hydration without the calories,

we oer Powerade Zero, the rst zero-sugar, calorie-

ree drink.

REERENCES

Maughan,R.J.,Owen,J.H.,Shirres,S.M.,Leiper,J.B.,Post-

exerciserehydrationinman:eectsoelectrolyteaddition

toingestedluids,EurJ ApplPhysiol,69:20915,1994

Coyle,E.F.,Fluidanduelintakeduringexercise,

JSportsSci,22:3955,2004

SCF,ReportotheScientiicCommitteeonFoodon

compositionandspeciicationo oodintendedtomeet

theexpenditureointensemusculareort,especiallyor

sportsmen(AdoptedbytheSCFon22/6/2000,corrected

bytheSCFon28/2/2001)

Maughan,R.J.,Fluidandelectrolytelossandreplacement

inexercise,JSportsSci,9:11742,1991

Maughan,R.J.andLeiper,J.B.,Eectsosodiumcontent

oingestedluidsonpost-exerciserehydrationin man,EurJ

ApplPhysiol,71:3119,1995

Maughan,R.andShirres,S.,RehydrationandRecovery

aterexercise,Science&Sports,19:234238,2004

2.2Arent you misleading consumers by suggesting

that Powerade ION4 will assist perormance experts

say water is just as good?

A properly ormulated sports drink provides sodium

and carbohydrates that water doesnt contain; as

a result, or people engaged in prolonged, intense

physical activity, a sports beverage rehydrates and

reuels in ways that water does not. Being adequately

hydrated and having sucient carbohydrate uel are

both important or optimum perormance.

In her review in 2009 Dr Susan Shirres states

that: Generally drinking plain water is better than

drinking nothing but drinking a properly ormulated

carbohydrate electrolyte sports drink will allow or an

even better exercise perormance with benets beinggained rom both its carbohydrate content and the

water and electrolyte content.

Drinking during exercise improves perormance,

provided that the exercise is o a sucient duration

or the drink to be emptied rom the stomach and be

absorbed in the intestine.



13/38

bETTERTHA

NWATERHYDRA

TESCreatedbysportsscien

tists,usedbysp

ortspeople

Q&A Q&A4 25

In evaluating how a properly ormulated sports

beverage hydrates compared to water, it is

essential to bear in mind that such a beverage is

intended or use by a person who, as a result o

engaging in sustained, high intensity exercise, has

lost substantial quantities o water and minerals

(electrolytes) through perspiration. As explained

below, a substantial body o scientic evidence,

taken as a whole, establishes that or such a person,

drinking a properly ormulated sports drink that

contains not only water, but also appropriate

quantities o sodium and carbohydrates, will result

in his/her consuming a higher volume o fuid, and

retaining it better, than i he/she drank plain water

alone.

Specically, an appropriately ormulated sports

drink provides not only water, but also sodium,

carbohydrates, and taste, each o which plays an

important role in the hydration process:

Sodium in a sports drink will:

Help protect plasma volume (Below et al., 1995),

which declines when you get dehydrated.

Help maintain plasma sodium

concentration,(Vrijens & Rehrer, 1999).

Reduce urine production,(Vrijens & Rehrer, 1999)

thereby helping the body to retain water, which

contributes to hydration (Shirres & Maughan,

1998).

Help maintain the osmotic drive to drink, resulting

in greater voluntary fuid consumption (Wemple et

al 1997, Wilk and Bar-Or 1996, Nose et al 1988).

Reduce the risk o fuid-electrolyte imbalances such

as hyponatremia (dangerously low blood sodium

level) which can occur ater long and intense

exercise where a high level o sweating has also

occurred and large volumes o plain water are

consumed (Montain et al., 2006).

REERENCES

Shirres,S.,Bloodvolumechangesandwater

appearanceinthecirculationromwaterand3%and

6%carbohydratedrinks,ISSSMCConerence,Newcastle,

August2010,JSportsMedPhysFitness(inpress)

Shirres,S.M.,Hydrationin sportandexercise:water,

sportsdrinksandotherdrinks,NutritionBulletin,

34(4):374379,2009

Shirres,S.M.,Argon-Vargas,L.F.,Keil,M.,Love,T.D.,

Phillips,S.,Rehydrationaterexerciseintheheat:a

comparisono4commonlyuseddrinks,IntJSportNutr

ExercMetab,17:244-258,2007

Shirres,S.M.,Armstrong,L.E., Cheuvront,S.N., Fluid

andelectrolyteneedsorpreparationandrecoveryrom

trainingandcompetition,JSportsSci,22:5763,2004

Shirres, S. M. and Maughan, R. J., Volume repletion

ater exercise-induced volume depletion in humans:

replacement o water and sodium losses, Am J Physiol,

274:F868- F875, 1998

Shirres, S. M. and Maughan, R. J., Restoration o fuid

balance ater exercise-induced dehydration: eects o

alcohol consumption, J Appl Physiol, 83:11521158,

1997

Watson,P.,Love,T.D., Maughan,R.J.,Shirres,S.M.,A

comparisonotheeectsomilkandacarbohydrate-

electrolytedrinkontherestorationo luidbalanceand

exercisecapacityinahot,humidenvironment,EurJAppl

Physiol,104:633642,2008

2.3How does Powerade ION4 hydrate compared towater? Doesnt water hydrate just as well?

A properly ormulated sports drink provides sodium

and carbohydrates that water does not contain; as

a result, or people engaged in prolonged, intense

physical activity, a sports beverage rehydrates and

reuels in ways that water does not.



14/38

Q&A

HYDRATIONT

OTALBackedbysc

ience,usedby

athletes

Q&A Q&A6 27

Carbohydrates help a sports drink to hydrate in that

they work with sodium to help stimulate the uptake

o water in the gut:

Fluid absorption in the small intestine is stimulated

by glucose and sodium (and to a lesser extent by

ructose and other electrolytes). This is in part be-

cause glucose and sodium are absorbed via a com-

mon membrane carrier in the mucosal epithelium

o the proximal small intestine (Murray et al. 1987).

Taste helps a sports drink to hydrate in that it encour-

ages drinking a higher volume o fuid than occurs

with plain water.

Water doesnt have sodium, carbohydrates, or

favour.

When rapid and complete restoration o fuid balance

is necessary, and when all intake is in liquid orm, in-

gestion o water alone causes rapid all in plasma so-

dium concentration and in plasma osmolarity. These

changes reduce the stimulation to drink (thirst) and

increase urine output, both o which delay the hydra-

tion process (Jeukendrup and Gleeson 2010).

Consumption o beverages containing electrolytes

and carbohydrates can help sustain fuid and electro-

lyte balance and endurance exercise perormance.

In summary, the data suggest the presence o

carbohydrate in combination with the electrolytes

used in this study promoted fuid retention more so

than ingesting water alone or rehydration ollowing

exercise-induced dehydration.

Attention: For this specic question substantiation,

please contact the relevant people, involved on the

ASA matter, page 72.

In addition see Appendix 1 or the ull list o reer-

ences and excerpts rom the most important studies

and reviews addressing the benets o sports drinks

or rehydration.

REERENCES

BelowPR,Mora-RodriguezR, Gonzalez-AlonsoJ& CoyleEF

(1995)Fluidandcarbohydrateingestionindependently

improveperormanceduring1h ointenseexercise.Med

SciSportsExerc27,200-210.

SJMontain,SNCheuvront,MNSawkaExerciseassoci-

atedhyponatraemia:quantitativeanalysistounderstand

theaetiologyBrJSportsMed2006;40:98106.

JeukendrupA andGleesonM(2010).SportsNutrition.

2ndEditionUS:HumanKinetics

MurrayR,EddyDE,MurrayTW,SeiertJG,PaulGL,and

HalabyGA.Theeectoluidandcarbohydrateeedings

duringintermittentcyclingexercise.Med.Sci.SportsExerc.

19:597-604,1987.

NoseH,MackGW,ShiX,NadelER.Roleoosmolalityand

plasmavolumeduringrehydrationinhumans.JAppl

Physiol1988a;65:32531.

Shirres,S.,Bloodvolumechangesandwater



August2010,JSportsMedPhysFitness(inpress)

Shirres,S.M.,Hydrationin sportandexercise:water,

sportsdrinksandotherdrinks,NutritionBulletin,

34(4):374379,2009

Shirres,S.M.,Argon-Vargas,L.F.,Keil,M.,Love,T.D.,Phillips,S.,Rehydrationaterexerciseintheheat:a

comparisono4commonlyuseddrink,IntJSportNutr

ExercMetab,17:244-258,2007

Shirres, S. M., Armstrong, L. E., Cheuvront, S. N., Fluid

and electrolyte needs or preparation and recovery rom

training and competition, J Sports Sci, 22:5763, 2004

Shirres,S.M.andMaughan,R.J.,Restorationoluidbalance

aterexercise-induceddehydration:eectsoalcohol

consumption,JApplPhysiol,83:11521158,1997

ShirresSM,MaughanRJ(1998)Volumerepletion

aterexerciseinducedvolumedepletioninhumans:

replacementowaterandsodiumlosses.AmJ Physiol

274:F868F875

Vrijens,D.M.J., andN.J. Rehrer.(1999)Sodium-reeluid

ingestiondecreasesplasmasodiumduringexerciseinthe

heat.J.Appl.Physiol.86(6):18471851

Watson,P.,Love,T.D., Maughan,R.J.,Shirres,S. M.,A




Physiol,104:633642,2008

WempleRD,LambDR,McKeeverKH. (1997)Caeine

vs.caeine-reesportsdrinks:eectsonurineproduction

atrestandduringprolongedexercise.IntJSports

Nutr;18:406.



15/38

3.PRODUCT

COMPARIS

ONS

Q&A Q&A8 29

Powerade products

3.1What is the dierence between Powerade ION4

and Powerade Zero?

Athletes and individuals who take part in exercise have

dierent needs during dierent exercise occasions.

Through Powerade ION4 andPowerade Zero,

Powerade provides options to meet the needs o more

individuals during these dierent exercise occasions.

Whats important to remember is that during

training or competition, athletes and others involved

in prolonged, intense exercise sessions need uel.

Carbohydrate is the bodys preerred uel and intake

must be optimised during the days leading up to

and including the day o competition. This is where

Powerade ION4 comes in.

But or individuals who are not involved in prolonged,

intense activity, it is important to remember that all

oods and beverages with calories have the potential

o adding excess calories to the diet. When consuming

caloric beverages, like Powerade ION4, its important

to remain within your daily calorie limits while meeting

your nutrition and hydration needs.

Powerade Zero oers similar hydration benets to

Powerade ION4 but with no carbohydrate energy (i.e.

calories) and is a great option or shorter duration orlower intensity exercise sessions or workouts.

Competitor brands

3.2Theres a lot o choice with sports drinks. How is

Powerade ION4 better than Lucozade or Gatorade?

The composition o all properly ormulated sports

drinksincludingPowerade ION4, Lucozade, and

Gatoradeis quite specic in Europe as it must ollow

specic guidelines set by the EU Scientic Committee or

Foods Report on composition and specication o ood

intended to meet the expenditure o intense muscular

eort, especially or sports people and even more

recently by the European Food Saety Authority (EFSA)

as o June 2010. There is some variation between the

brands in terms o favour and sweetness prole, so the

end decision is down to personal preerence o favours

and the acceptability o the taste.

REERENCES

SCF, Report o the Scientic Committee on Food

on composition and specication o ood intended

to meet the expenditure o intense muscular eort,

especially or sportsmen (Adopted by the SCF on

22/6/2000, corrected by the SCF on 28/2/2001)

3.3Whats the dierence between Powerade ION4 and

Lucozade or Gatorade? Do they have the same beneits?

The ormulation o all properly ormulated sports

drinksincluding Powerade ION4, Lucozade, andGatorademust ollow specic guidelines in Europe.

These are set by the EU Scientic Committee or

Foods Report on composition and specication o ood

intended to meet the expenditure o intense muscular

eort especially, or sports people.

We do not comment on competitors ormulations.



16/38

Q&A Q&A0 31

Generally, athletes can obtain all the protein they require

rom a sensible, balanced diet. Many common oods

or mixed dishes are made up o protein, carbohydrate

and other nutrients. For example, custard or rice

pudding is made with milk ( protein, carbohydrate

and other nutrients), meat or chicken (protein) are

common sandwich llings (sandwich bread provides

carbohydrate and other nutrients), or pasta sauce can

include carbohydrates rom tomatoes and vegetables

along with protein rom added meat or chicken. Mixing

and matching oods is a good way to help ensure that

nutrition needs are met. Ideally, a mixture o protein

sources should be included in the diet, and distributed at

each meal and snack over the day. Along with a meal or

snack, drinking Powerade ION4 can/is a great way to

provide the carbohydrates and sodium you would need

to reuel and rehydrate immediately ater exercise.

Occasionally, an athlete may require a drink supplement

when a practical way to consume sucient ood cannot

be ound. That is where semi-skimmed milk or chocolate

milk comes in as milk contains protein, carbohydrates

and sodium. This makes a great option to be used ater

an exercise session, when a practical way to consume

sucient ood cannot be ound.

REERENCES

SCF, Report o the Scientic Committee on Food

on composition and specication o ood intended

to meet the expenditure o intense muscular eort,

especially or sportsmen (Adopted by the SCF on

22/6/2000, corrected by the SCF on 28/2/2001)

Natural alternatives

3.4 I have heard that semi-skimmed milk or

chocolate milk is comparable to/better than

drinking Powerade ION4 ater sports is this true?

Recovery ater each workout or competition is a

challenge or the athlete with a busy timetable.

Recovery processes include reuelling, rehydrating

and repairing. By consuming protein immediately

ater exercise it enhances muscle reconditioning.

It is important or athletes to look at their protein

intake throughout the day as well as immediately

ater exercise. The most important news is that the

eect o post-exercise protein intake is best seen

when the protein is combined with carbohydrate.

Approximate nutritional content per 250 ml serving:

*Milkcontainsotherimportant nutrientsin additiontocarbohydrates,proteinand at.

bETTERTHA

NWATERHYDRA

TESCreatedbysportsscien

tists,usedbysp

ortspeople

Product Calories (kcal) Sugars (g) Fats (g) Saturates (g) Sodium (mg)

Powerade ION4 39 9.8 0.0 0.0 125

Powerade (or countries thathave not launched ION4)

40-48 10-12 0.0 0.0 125

Full at milk 165 11.3 9.8 6.3 108

Semi-skimmed milk 1115 12 4.2 2.7 108

Skimmed milk 80 11 0.5 0.3 110

Chocolate-favouredsemi-skimmed milk

158 20.8 3.8 2.5 130



17/38

Q&A Q&A2 33

REERENCES

McCance and Widdowsons The Composition o

Foods Sixth Summary Edition, RSC Publishing 2002.

3.5I have heard coconut water is comparable to/better

than drinking Powerade or rehydration is this true?

Coconut water is the clear liquid inside young coconuts

(ruits o the coconut palm) which has recently been

touted as a new natural sports drink. Its composed o

small amounts o carbohydrate and minerals including

potassium, sodium, chloride and calcium, and is

considered a naturally isotonic beverage. As coconut

water is isotonic it is understood that it is ingested and

absorbed in the same way as an isotonic sports drink,

such asPowerade ION4. However, coconut water is

slightly lower in sodium than Powerade ION4

Also, coconut water is a natural product; thereore

the exact quantities o these solutes can vary

depending on variety, origin, growing conditions

and even time o harvest.

Powerade ION4 is an isotonic sports drink that has

the advantage o containing sodium in adequate

quantities, as supported in the scientic literature

or eective hydration ater exercise. It has been

scientically ormulated to be in balance with

your bodys fuids so that you benet rom theconvenience and consistency in every bottle.

REERENCES

Saat M, Singh R, Sirisinghe RG, Nawawi M.(2002).

Rehydration ater exercise with resh young coconut

water,carbohydrate-electrolytebeverageandplainwater.

JPhysiolAnthropolApplHumanSci.Mar;21(2):93-104.

intended or consumption by sports people/athletes

and consumers who participate in sports and exercise.

REERENCES

Maughan, R., The sports drink as a unctional ood:

ormulations or successul perormance, Proc Nutr

Soc, Boca Raton, FL: CRC Press, 57:15-23, 1998

Leiper, J. B., Gastric emptying and intestinal

absorption o fuids, carbohydrates and electrolytes,

In Sports Drinks, ed. Maughan, R. J. And Murray, R.,

89128, 2000

Leiper, J. B., Intestinal water absorption - implications

or the ormulation o rehydration solutions, Int J Sport

Med, 19:S129S132, 1998

Leiper, J. B. and Maughan, R. J., Absorption o water

and electrolytes rom hypotonic, isotonic and

hypertonic solutions, J Physiol, 373:90P, 1986

Maughan, R. J. and Murray, R. (eds.), Sports Drinks:

Basic Science and Practical Aspects, Boca Raton, FL:

CRC Press, 2001

3.8 How is Powerade ION4 dierent rom energy

or vitamin drinks?

Unlike energy drinks and vitamin drinks, Powerade

ION4 is an isotonic sports drink, ormulated to be

in balance with the fuids in your body. It contains

water and substances with a total concentration that

is similar to blood; this allows or ast absorption owater, sodium and glucose and is ideal or rehydrating

and reuelling. Powerade ION4 is emptied rom the

stomach quickly (at an optimum rate). This maximises

the rate water leaves the stomach or absorption while

providing a moderate level o carbohydrates, which

helps to preserve blood glucose levels. So, drinking

Powerade ION4 is a highly ecient and eective way

to get rapid rehydration and carbohydrates or uel.

Ismail I, Singh R, Sirisinghe RG (2007)Rehydration

with sodium-enriched coconut water ater exercise-

induced dehydration. Southeast Asian J Trop Med

Public Health. Jul;38(4):769-85

3.6I have heard (watered down) ruit juice is comparable

to/better than drinking Powerade ION4 or improving

sports perormance is this true?

Fruit juices contain more carbohydrates than an

isotonic sport drink. Because o their higher levels o

carbohydrates, ruit juices are classied as hypertonic,

which means that they are absorbed by the body

less readily than isotonic sport drinks. The primar y

carbohydrate in ruit juice is ructose, a naturally occurring

simple sugar which, when consumed in large quantities,

may lead to gastrointestinal distress. Additionally, ruit

juice may not contain adequate amounts o sodium.

These combined actors mean that ruit juices are not

ideal or rehydration during or ater exercise.

Powerade ION4 is an isotonic sports drink,

ormulated to be in balance with the fuids in your

body. It has got water and substances with a total

concentration that is similar to blood. This maximises

the absorption rate o water leaving the stomach

and provides a moderate level o carbohydrate to

preserve blood glucose levels without increasing the

risk o gastrointestinal distress during exercise.

REERENCES

Maughan, R., The sports drink as a unctional ood:

ormulations or successul perormance, Proc Nutr

Soc, Boca Raton, FL: CRC Press, 57:15-23, 1998

Leiper, J. B., Gastric emptying and intestinal absorption

o fuids, carbohydrates and electrolytes, In Sports

Drinks, ed. Maughan, R. J. And Murray, R., 89128, 2000

Leiper, J. B., Intestinal water absorpti on -

implicati ons or the ormulation o rehydration

solutions, Int J Sport Med, 19:S129S132, 1998

Leiper, J. B. and Maughan, R. J. , Absorption o

water and electrolytes rom hypotonic, isotonic

and hypertonic solutions, J Physiol, 373:90P, 1986

Maughan, R. J. and Murray, R. (eds.), Sports

Drinks: Basic Sci ence and Practical Aspects, Boca

Raton, FL: CRC Press, 2001

Other alternatives

3.7 How is Powerade ION4 dierent rom a

carbonated sot drink?

Caloric carbonated sot drinks usually contain more

carbohydrates than Powerade ION4. Thereore they

are classied as hypertonic, which means that they

are absorbed by the body less quickly than isotonic

drinks. Additionally, they typically do not contain

adequate amounts o sodium, an important mineral

lost in sweat.

Powerade ION4 is an isotonic sports drink, ormulated

to be in balance with the fuids in your body. It contains

water and substances with a total concentration that

is similar to blood; this allows or ast absorption o

water, sodium and glucose and is ideal or rehydrating

and reuelling. Powerade ION4 is emptied rom the

stomach quickly (at an optimum rate). This maximisesthe rate water leaves the stomach or absorption while

providing a moderate level o carbohydrates, which

helps to preserve blood glucose levels. So, drinking

Powerade ION4 is a highly ecient and eective way

to get rapid rehydration and carbohydrates or uel.

Powerade ION4 is clearly, and always has been,

positioned as a sports drink and not a sot drink. It is



18/38

Q&A

SWEATIN

GKEEP

Replenishesmi

neralslostinswe

at

Q&A Q&A4 35

(sodium). The main issue would be to achieve the

correct osmolality and palatability/favour o the drink.

Osmolality is a measure o the number o particles

in a solution and can aect absorption properties.

For example, water has a very low osmolality (close

to zero) and a cranberry juice drink has a very high

osmolality due to the large amount o sugar (29 g/250

ml) it contains. The osmolality o Powerade ION4 is

similar to that o our blood, which helps assure rapid

absorption o the fuids, carbohydrate and minerals.

I beverage osmolality becomes too high, the rate o

fuid absorption slows and can lead to stomach upset

during exercise.

Powerade ION4s ormulation o minerals and

the right favour prole helps to drive the thirst

mechanism. The right favour prole is achieved by

creating favours that are light so that they can be

consumed in appropriately high quantities to provide

adequate hydration with minimum sensory overload

during exercise. It would be dicult to reproduce the

same osmolality and favour prole at home.

Many people assume that sports drinks, energy drinks

and vitamin drinks are the same things, but actually

they are based on dierent principles:

Energy Drinks are expected to contain not only

calories, but also ingredients such as caeine

or taurine, together with vitamins and herbal

supplements (such as guarana or ginseng). They

are designed primarily to oer a mental energy

(stimulant) boost eect. Energy drinks may contain

more than 10% carbohydrates, so they are

considered to be hypertonic. The absorption rom

the stomach is slower compared to an isotonic sport

drink, and energy drinks are not designed to ulll the

hydration needs o an athlete.

Vitamin Drinks are beverages which are especially

ormulated to help people on the go get some

additional vitamins and minerals, as well as

hydration throughout the day. However, they are

not designed to provide unctionality specically or

sports but can be consumed at any time.

* Remember that all caloric oods and beverages have

the potential to add excess calories to the diet. Its

important to ensure that the daily diet provides the

nutrients needed or good health, without exceeding

individual calorie budgets.

3.9Is my homemade sports drink as good as/better

than Powerade ION4?A homemade sports drink could achieve similar eects

to a commercially produced sport drink, i it contains

the right amounts o carbohydrates and minerals



19/38

4.ObESITY

ANDDIAbETE

S

Q&A Q&A6 37

and retain fuid, preventing dehydration (which can

aect your perormance), without putting extra

calories into your body. It can also be used beore

exercising to achieve optimum hydration levels.

4.3Would you agree that using water to hydrate

beore exercise is more appropriate or a recreational

user (less than 30 minutes sustained exercise) i their

goal is to lose weight?

I your aim is to reduce caloric intake, we now

provide Powerade Zero, a zero-sugar, calorie-

ree drink or those engaged in lighter intensity

exercise sessions that last less than 60 minutes.

It is designed to help your body absorb and retain

fuid, preventing dehydration (which can aect your

perormance), without adding back calories. It can

also be used beore exercising to achieve optimum

hydration levels.

REERENCES

Sawka, M. N., Burke, L. M., Eichner, E. R., Maughan,

R. J., Montain, S. J., Stacheneld, N. S., American

College o Sports Medicine Position Stand: Exercise

and Fluid Replacement, Med Sci Sports Exerc, 39(2):

377-390, 2007

Shirres,S.M.,Bloodvolumechangesandwater



August2010,JSportsMedPhysFitness(inpress) Shirres,S.M.,Hydrationin sportandexercise:

water,sportsdrinksandotherdrinks,NutritionBulletin

34(4):374379,2009

Shirres,S.M.,Argon-Vargas,L.F.,Keil,M.,Love,T.D.,

Phillips,S.,Rehydrationaterexerciseintheheat:a

comparisono4commonlyuseddrinks,IntJSportNutr

ExercMetab,17:244-258,2007

Obesity and diabetes

4.1Can sports drinks containing sugar contribute to

weight gain?

All caloric oods and beverages have the potential o

adding excess calories to the diet. When consuming

caloric beverages, including Powerade ION4, its

important to remain within your daily calorie limits,


Powerade is designed to be consumed adequately and as

needed beore, during and ater exercise, and the readily

available carbohydrates are designed to replace the

bodys lost uel and delay the onset o muscle atigue.

The latest addition to the range is Powerade Zero,

a zero-sugar, calorie-ree drink or those engaged in

lighter intensity exercise sessions that last less than

60 minutes. It is designed to help your body absorb

and retain fuid, preventing dehydration (which can

aect your perormance), without putting extra

calories into your body. It can also be used beore


4.2 Arent Powerade products high in calories?

Powerade ION4 contains only 17 calories per 100ml

(85 kcal per 500 ml bottle). Although spor ts drinks

are designed or hydration and reuelling during

prolonged, intense exercise sessions, the calories in a

500ml bottle o Powerade ION4 would be burned oin approximately 30 minutes o brisk walking or 15

minutes o moderate intensity running.

The latest addition to the range is Powerade Zero,

a zero-sugar, calorie-ree drink or those engaged in

lighter intensity exercise sessions that last less than

60 minutes. It is designed to help your body absorb



20/38

Q&A Q&A8 39

Shirres,S.M.,Armstrong,L.E., Cheuvront,S.N., Fluid

andelectrolyteneedsorpreparationandrecoveryrom

trainingandcompetition,JSportsSci,22:5763,2004

Shirres,S.M.,Maughan,R.J.,Restorationoluidbalance

aterexercise-induceddehydration:eectsoalcohol

consumption,JApplPhysiol,83:11521158,1997

WatsonP.,Love,T.D.,Maughan,R.J.,Shirres,S.M.,A




Physiol,104:633642,2008

4.4 I am trying to lose weight would it be

counterproductive to drink Powerade ION4 during

my work out?

Powerade ION4 has been scientically ormulated

to enable people participating in sports or exercise to

perorm at their best or longer, thereore maximising

their workout. Powerade ION4 contains only 17

calories per 100 ml (85 kcal per 500 ml bottle) andduring prolonged, intense exercise in which signicant

amounts o fuid and electrolytes have been lost through

perspiration, drinking sports beverages can provide

a more eective workout. The calories in a bottle o

Powerade ION4 would be burnt o in approximately

30 minutes o brisk walking or 15 minutes o moderate

intensity running.

However, its important to remember that all caloric

oods and beverages have the potential o adding excess

calories to the diet. When consuming caloric beverages,

includingPowerade ION4, its important to remain

within your daily calorie limits, while meeting your

nutrition and hydration needs.

I your aim is to reduce caloric intake, we now provide

Powerade Zero, a zero-sugar, calorie-ree drink or

those engaged in lighter intensity exercise sessions that

last less than 60 minutes. It is designed to help your

body absorb and retain fuid, preventing dehydration

(which can aect your perormance), without putting

extra calories into your body. It can also be used beore


4.5 I am diabetic can I drink Powerade ION4

during my workout?

Powerade ION4 may actually be useul or physically

active diabetics who may be prone to dehydration andmay require regular carbohydrate intake to prevent

hypoglycaemia during and ater exercise. However, we

would recommend that people with diabetes consult

their GP or dietitian beore making any changes to

their dietary intake.



21/38

5.KIDSCONSU

MPTION

ANDMARKE

TING

TOCHILDREN

Q&A Q&A0 41

5.4Why do some paediatricians recommend that

children drink sports drinks ater a bout o diarrhoea?

Some paediatricians may recommend sports drinks to

keep children adequately hydrated ater experiencing

diarrhoea. Paediatricians know that sports drinks,

such as Powerade help to quickly replace fuids and

minerals, no matter how they are lost. It is important to

keep in mind, however, that Powerade is a sports drink

designed or adults who are physically active and is not

specically ormulated as an oral rehydration solution

or persistent, severe diarrhoea in children. Always

consult with your paediatrician i persistent, severe

diarrhoea develops.

5.5Is Powerade ION4 better or children than

carbonated sot drinks?

Powerade ION4 is a sports drink designed or adults

taking part in sport and exercise. Although Powerade

ION4 is perectly sae or children, it is not targeted at

children under the age o 12. It is the role o parents

and caregivers to determine what beverages are

appropriate or their children to consume.

5.6 Are the additives in Powerade products

harmul to children?

Powerade products are perectly sae or children. All the

additives used in Powerade products are EFSA approved,

are common ingredients in consumer items and are

perectly sae or consumption. However, Poweradeproducts are drinks designed or adults who are

physically active and participate in sport and exercise.

Marketing to children

5.1 Does Powerade/ The Coca-Cola Company

market products to children/teenagers?

The Coca-Cola Company has always taken seriously

its commitment to market responsibly. Our policy

today applies across the globe, across all advertising

media, and across all o our beverages. We have

been a leader in the area o responsible marketing,

particularly with regard to responsible marketing

practices when children under 12 are present. As

such, we will not buy advertising directly targeted at

audiences that are more than 35% children under

12. Our policy applies to television, radio and print,

and, where data is available, to the Internet and

mobile phones. Powerade products are not advertised

in print or broadcast media primarily directed to

younger children or in venues requented primarily by

unsupervised children.

5.2 Dont you think that the packaging o Powerade

products naturally appeals to children/teenagers?

The packaging o Powerade products is tailored or

adults and is suitable or a sports drink. The packaging

refects the graphics used through the advertising

and other promotional materials, which positions

Powerade products as sports related drinks or adult use.

Eect on children

5.3Is Powerade ION4 suitable or children/teenagers?

Powerade ION4 is a sports drink designed or

adults who are physically active and participate

in sport and exercise. Although it is perectly sae

or children, it is not a drink which is targeted at

children under the age o 12.



22/38

Q&A Q&A2 43

5.7 I have heard that some sports drinks additives

are linked to hyperactivity in children does

Powerade ION4 contain these additives?

According to the European Food Saety Authority

(EFSA) the Southampton study that identied the

so-called Southampton colours was inconclusive. We

agree with this opinion. In accordance with the Food

and Drug Administration all colours in Powerade ION4

are added at the lowest level possible to achieve the

desired colour and the large majority o products*

do not contain any o the six colours identied in the

Southampton study.

*Three Powerade ION4 products contain colours

identied in the Southampton study. These are Citrus

Charge (Lemon), Mango (CSE countries) and Blood Orange

(Iberia Only). This applies to market specic varieties -

please check with Local SRA or more inormation.

In addition, Powerade ION4 is a sports drink designed

or adults who are physically active and participate

in sport and exercise. Although it is perectly sae or

children, it is not a drink which is targeted at children

under the age o 12.

Consumer response or queries regarding use o

E104/warning lael on packs o Powerade Citrus:

The quality and saety o our ingredients and products

and the wellbeing o our consumers are paramount

to us, which is why we only use colours approved assae by both national and European regulators. Ater

a recent review, the European authorities reiterated

that E104 is sae to consume but also decided that

ood products that contain it must carry the warning.

We always ollow requirements and guidance rom

regulators, which is why its on the pack.

In compliance with the legislation we list all

ingredients on our products labels and this helps

people make an inormed choice. And we are also

responsive to changing consumer preerences - or

example, or several years now in Europe we have

replaced non-natural colours in some o our products

with natural ingredients, such as ruit and vegetable

extracts, to give our drinks colour.

5.8Can Powerade ION4 improve the perormance o

young athletes?

Some studies have shown that drinking sports drinks

can improve the perormance o young athletes by

encouraging them to drink more and thereore maintain

adequate hydration levels. Powerade ION4 is a sports

drink designed or adults taking part in sport and exercise

and is not designed or children under the age o 12.

REERENCES

Bergeron, M. F., Waller, J. L., Marinik, E. L., Voluntary

fuid intake and core temperature responses in

adolescent tennis players: sports beverage versus

water, Br J Sports Med, 40:406-410, 2006



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INGREDIENTS6.POWERADE

Q&A Q&A4 45

a moderate level o carbohydrates, which helps to

preserve blood glucose levels.

So, drinking Powerade ION4 is a highly ecient

and eective way to get rapid rehydration and

carbohydrates or uel.

Sweeteners

6.3Which Powerade products/favours contain low

calorie sweeteners and why?

To qualiy as a sports drink, the product needs to

have a dened balance o carbohydrates, minerals

and water. In order to maintain this balance and

optimise the taste o Powerade ION4 and Powerade

Zero, low calorie sweeteners are used. Most low- and

no-calorie sweeteners are several hundred times

sweeter than caloric sweeteners, which means only

a very small amount is needed to replace a larger

amount o caloric sweetener.

6.4Is aspartame sae?

Yes, it is. Aspartame is a low calorie sweetener,

approximately 200 times sweeter than sugar. It is non-

cariogenic (this means it doesnt cause tooth decay)

and one o the most thoroughly tested ingredients

in the world. Rigorous scientic evidence has shown

that it is a sae ingredient or use in ood and drink,

approved by European and local regulators.

Authorities that have approved aspartame include the

Joint FAO/WHO Expert Committee on Food Additives

(JECFA); the U.S. Food and Drug Administration (FDA);

the European Food Saety Authority (EFSA); and the

Agence Franaise de Scurit Sanitaire des Aliments

(French Food Saety Agency - AFSSA).

What is in Powerade ION4and Powerade Zero?

6.1 What do Powerade ION4 and

Powerade Zero contain?

Powerade ION4 is an isotonic[terminology not to

be used in Spain] sports drink containing fuid, our

o the minerals[Tier 1 countries]/ minerals[Tier 2

countries]lost in sweat to prevent dehydration and

carbohydrates to supply uel or the working muscles

and help sustain your perormance.

Its minerals encourage your body to absorb fuid and

maintain fuid balance. Its carbohydrates supply uel

to your working muscles and help to sustain your

physical and mental perormance when you exercise.

Powerade Zero is a z ero-sugar, calorie-ree drink

or those engaged in lighter intensity sessions that

last less than 60 minutes. It is designed to help your

body absorb and retain fuid, preventing dehydration

(which can aect your perormance), without

putting extra calories into your body.

6.2 What does isotonic mean?

Powerade ION4 is an isotonic sports drink

ormulated to be in balance with the fuids in your

body. It contains water and substances with a total

concentration that is similar to blood; this allows orast absorption o water, sodium and glucose and is

ideal or rehydrating and reuelling.

Powerade ION4 is emptied rom the stomach quickly

(at an optimum rate). This maximises the rate water

leaves the stomach or absorption while providing



24/38

PERfORMANCETOTAL

Replenishesmi

neralslostinsweat

Q&A Q&A6 47

The European Food Saety Authority (EFSA) reconrmed

the saety o aspartame in 2006 and in 2009. In 2010,

EFSA once again reviewed the saety o aspartame and

did not nd any new evidence to question the saety o

this ingredient. In 2011, ater reviewing new studies, EFSA

again conrmed that aspartame and other ood additive

sweeteners authorized in the European Union are sae.

6.5Are there the same amounts o low calorie

sweeteners in each o the dierent favours?

In order to maintain this balance and optimise the

taste o Powerade ION4 andPowerade Zero , low

calorie sweeteners are used but always within the

levels permitted in oods and drinks and well below

the Acceptable Daily Intake (ADI), as only very small

amounts are required to achieve the desired taste.

At Coca-Cola, we sometimes use aspartame in

combination with acesulame-K to give a more sugar-

like taste, without the calories. It helps us provide more

options to people who enjoy our products.

Colours

6.6Why are the Powerade products so brightly

coloured?

The colours o Powerade ION4 and Powerade Zero

help to make the drink more appealing as well as

help in favour perception, enabling you to easily

dierentiate between favours. In accordance with

the EFSA (European Food Saety Authority) advice, allcolours in Powerade products are added at the lowest

permitted level possible to achieve the desired colour.

6.7Do Powerade products contain any o the colours

identied in the Southampton study as associated

with hyperactivity in children?

ThreePowerade ION4 products contain colours

identied in the Southampton study. These are Citrus

Charge (Lemon), Mango (CSE countries) and Blood

Orange (Iberia Only). This applies to market specic

varieties - please check with Local SRA or

more inormation.

The Southampton Colours are Sunset yellow (E110),

Quinoline yellow (E104), Carmoisine (E122), Allura

red (E129), Tartrazine (E102) and Ponceau 4R (E124).

Research undertaken by Southampton University,

commissioned by the FSA, suggested that eating or

drinking certain mixes o these articial ood colours

could be linked to a negative eect on childrens

behaviour. Parents o children showing signs o

hyperactivity have been advised that cutting certain

articial colours rom their diets might have some

benecial eects.

Based on available evidence, there is no support or a

benecial impact on hyperactivity when certain ood

colours are removed rom the diet.

The European Food Saety Authority (EFSA)

re-reviewed all available evidence or the six ood

colours considered to be related to hyperactivity

(sunset yellow, quinoline yellow, carmoisine, allura

red, tartrazine and ponceau 4R) and concluded that

the available evidence did not substantiate a causal

link between the individual colours and possible

behavioural eects.

Intake studies in Australia and Ireland ound thatchildren and teens were not consuming nearly the

levels o ood colours that have been used as a basis

or recommendations to remove these colours.

The U.S. FDA did not change its conclusions that

the ood colours in question are sae or the general

population and stated that its views are in line with

similar views rom EFSA.

However,somegovernmentshavetakenactionsrelatedto

theconsumptionotheabovesixcoloursandhyperactivity.

In 2007, The U.K. Food Standards Agency (FSA)

advised parents o hyperactive children (sometimes

termed Attention Decit Hyperactive Disorder, or

ADHD) to avoid certain ood colours because doing

so might have some benecial eects.

In 2008, The European Union adopted legislation

requiring ood products containing sunset yellow,

quinoline yellow, carmoisine, allura red, tartrazine

and ponceau 4R to bear a warning statement,

may have an adverse eect on activity and

attention in children. These colours are still

approved or sae use in the European Union.

Parents should always consult their health care

provider regarding the management o their childs

health, including the management o hyperactivity.

The quality and saety o our ingredients and products

and the wellbeing o our consumers are paramount

to us, which is why we only use colours approved as

sae by both national and European regulators. All

ingredients used in our products, including colors,

have been reviewed by numerous health authorities,

are considered sae or use, and are permitted or use

in beverages in the countries in which the products

containing the ingredients are sold.



25/38

Q&A Q&A8 49

Sodium and salt

6.10 Why do Powerade products contain sodium?

Sodium is one o the main minerals lost in sweat. Studies

have shown that replacing sodium lost in sweat during

prolonged, intense exercise sessions is essential to

acilitate fuid absorption, maintain fuid balance, help

the body to hold onto water and stimulate the desire

to drink. This eective hydration combined with the

carbohydrate uel in Powerade ION4 enables people

participating in prolonged, intense sports or exercise

sessions to perorm at their best or longer.

All Powerade products contain 0.25 g or less o sodium

per 500 ml bottle.

REERENCES

Vrijen, D. M. J. and Rehrer, N. J., Sodium-ree fuid

ingestion decreases plasma sodium during exercise in

the heat, J Appl Physiol, 86(6):18471851, 1999

Watson, P., Love, T. D., Maughan, R. J., Shirres,

S. M., A comparison o the eects o milk and a

carbohydrate-electrolyte drink on the restoration o

fuid balance and exercise capacity in a hot, humid

environment, Eur J Appl Physiol, 104:633642, 2008

6.11 Isnt salt bad or you?

Health authorities believe that a high sodium

intake increases the risk or high blood pressureand cardiovascular disease. However, sodium, a

component o salt, consumed at an appropriate level

is an essential nutrient or healthy unctioning o the

body. As sodium is soluble in water it can be lost in

sweat; thereore, when involved in prolonged, intense

physical activity it is important to replenish sodium

lost in sweat.

All Powerade products actually only contain 0.25 g or

less o sodium per 500 ml bottle, which is less than you

would normally nd in an equivalent quantity o milk.

The Guideline Daily Amount or salt is 6 g

(2.4 g o sodium). http://www.gdalabel.org.uk/gda/

gdalabel/nutrients.aspx#item5

Extremely low sodium levels (hyponatraemia) can

cause nausea, headache, lethargy, muscle weakness,

cramps and can even lead to unconsciousness;

thereore it is important to maintain sodium levels

during prolonged, intense exercise that results in

the loss o signicant quantities o fuid and sodium

through perspiration with a sodium containing drink

such as Powerade.

6.12 Is the salt in Powerade products bad or you?

All Powerade products actually only contain 0.25 g or

less o sodium per 500 ml bottle, which is less than you

would normally nd in an equivalent quantity o milk.

When you sweat, you lose both water and minerals. The

main electrolyte lost in sweat is sodium. The amount

o sodium in sports drinks is based on the guidelines o

the Scientic Committee or Food Report, which has

reviewed a variety o studies, looking at sweat losses o

individuals exercising in temperate or hot environments.

Powerade ION4 andPowerade Zero help to replenish

what is lost through sweat.

Other ingredients

6.13 Do Powerade products contain preservatives?

There are no preservatives in Powerade products.

Once they are opened, Powerade ION4 and

Powerade Zero need to be rerigerated and

consumed within 3 days to be at their best.

6.14 Some supermarkets have removed all articial

sweeteners & preservatives; do Powerade plan to do this?

Powerade does not contain preservatives.

The low-calorie sweeteners used in Powerade

products are sae and permitted or such use.

6.15 Is there a limit to how much Powerade ION4

I can saely drink in a day?

Powerade ION4 is designed or adults who are

physically active and participate in sport and

exercise. All o the ingredients used have been

08-08-12 Powerade QA Interactive

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