08-08-12 Powerade QA Interactive

2012 Powerade
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Introduction
1. How to use this Q&A collateral 2. Situation overview 3. Before we start
Key terms Powerade versus Powerade ION4 Further information
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4. Obesity and diabetes
Specific information for people trying to lose weight, or those with diabetes, who want to drink Powerade products.
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Move 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.
5. Kids consumption and marketing to children
Marketing to children TCCC policy on marketing to children Effect on children Are 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
What is in Powerade ION4 and Powerade 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 salt Why do Powerade products contain sodium? Is the salt in Powerade products bad for you?
Other ingredients Preservatives, vitamins and protein in Powerade products. Glucose vs. fructose & sucrose. How much can be drunk safely in a day?
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Powerade Q&A
1. Powerade ION4 and Powerade Zero benefits
What are the benefits of Powerade products? What do you get from Powerade products that you wouldnt get from plain water or fruit squash?
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Sports performance How do Powerade products improve sports performance? Is it only for professional sports people? Is it only beneficial after a certain amount of exercise?
When to drink Powerade products Can 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 benefits/uses Is there any benefit to drinking Powerade products when not exercising? E.g. As a hangover cure, general pick me up, meal replacement or after an upset stomach?
7. Hydration
How 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?
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8. Dental health
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2. Product claims
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?
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?
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9. Powerade products
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3. Product comparisons
Powerade products What is the difference between Powerade ION4 and Powerade Zero?
Competitor brands How do Powerade products compare to Lucozade and Gatorade?
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What are the benefits and when should I use Powerade ION4 and Powerade Zero? What is the difference between Powerade ION4 and Powerade Zero?
Glossary
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Natural alternatives How do Powerade products differ from natural alternatives such as milk, coconut water and fruit juice?
Other alternatives How do Powerade products compare to carbonated soft drinks, energy/vitamin drinks and homemade sports drinks?
Appendix 1
Supporting information for Question 2.3
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Appendix 2
Key TCCC contacts
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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 from the media and other stakeholders about the Powerade range. The questions included in this document have been formulated to address recent consumer issues and key media trends. They are grouped by category to help you find the information you are looking for and have been listed in order of importance based on the issues raised in recent media coverage. The answers have been developed using the most up-to-date scientific research and brand messages and are referenced where required. Further reference information can be found 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 from your local SRA contacts, especially when talking about product benefits and the hydrates better than water claim, and if a specific issue should arise in your country. Key contacts are included in Appendix 2. We hope this document will provide you with the information required to support the Powerade brand and respond to any enquiries about the products.
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Situation overview
Scepticism over the health and benefit claims made by food and drink manufacturers and suspicion of artificial ingredients is increasing amongst some European consumers. This trend has the potential to erode consumer trust and confidence in functional food and drink; this means manufacturers need to ensure that they promote their functional products in a credible and honest manner, and continue to educate consumers about the benefits of their products. A media analysis (using Factiva) of recent coverage of sports drinks identified a number of articles which were positive in tone, including messages on the ability of sports drinks to improve performance and offset dehydration during exercise. However, a number of issues were identified that require effective issues management to maintain brand integrity and fuel brand growth. The following summarises the key issues and the common misconceptions and inaccuracies currently impacting Powerade in the EG region: 1) Recreational vs. elite: A fundamental issue for Powerade relates to whether a carbohydrateelectrolyte based drink can deliver tangible benefits to consumers engaged in regular recreational sport and exercise. 2) Powerade vs. water: Whilst no-one disputes the need to rehydrate before, during and after exercise, some professionals in the field of sports science and nutrition argue that more natural and less expensive options like water or a mixture of fruit juice/water offer a better, more natural alternative for consumers. 3) Weight control: Some health experts also point out that a drink supplying a source of energy could lead to weight gain if the drink is consumed during casual physical activity or in a broad recreational context. Additionally, there is a known tendency for sports drinks to be consumed outside their proposed context, for example as part of a sedentary (i.e. inactive) lifestyle, while watching sports. 4) Kids consumption and obesity/hyperactivity: Issues relating to kids consumption of Powerade have been linked directly to broader health and obesity concerns around carbonated and noncarbonated soft drinks usage amongst children. Some healthcare professionals argue that the consumption of drinks supplying a source of energy (as carbohydrates) and therefore additional calories, contributes to childhood obesity. Others argue that boosting child awareness of the importance of hydration and encouraging sporting participation can actually help to address health and obesity issues. Concerns have also been raised about the use of 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 of citric acid in sports drinks to erode tooth enamel. 6) Powerade scientific credentials: With the European Food Safety Authority (EFSA) evaluating health and nutrition claims and currently rejecting a high proportion of them, it is imperative that Powerade has a robust scientific portfolio to support its position and maintain brand integrity. Against this backdrop, it is not surprising that there is a lack of understanding about the role of sports drinks and a wide variety of views and opinions from many different sources about the validity and benefits of such drinks for consumers. Confusion and lack of trust is prevalent amongst some groups of consumers and other stakeholders. The challenge is to keep consumers informed, ensure understanding of the product benefits and build trust in the brand.
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Key Terms Although phrasing may differ between markets, the definitions below should provide clarity on some common terms. If you have any doubts it is advised that you seek further clarity from your local SRA contact. Your body needs fuel, sometimes referred to as energy or calories, in order to function. For athletes, carbohydrates are the best source of fuel as they are most easily digested.* Minerals are an essential part of our diet for normal body structure and function. In sports drinks, certain minerals (electrolytes) help support hydration and prevent dehydration. Isotonic sports drinks are drinks that contain water and substances with a total concentration that is similar to blood; this allows for fast absorption of water, sodium and glucose and is ideal for rehydrating and refuelling. *It is important to remember that if the quantity of 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 refer to Powerade ION4. Whilst Powerade and Powerade ION4 have the same hydration and performance benefits they are slightly different in terms of composition. Advice: For those markets that have not yet transitioned from Powerade to Powerade ION4 it is advised that you seek further clarity on claims from your local SRA contact.
Powerade Zero is not a sports drink From a regulatory framework, Powerade Zero is not a sports drink (due to the lack of carbohydrates) and should not be positioned or communicated in the same way as Powerade or Powerade ION4. Further information 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 from your local SRA contacts, especially when a specific issue should arise in your country. Regarding specific challenges or incidents, on any Powerade products, please see the key contact list on page 72, for Europe Group. For any specific guidance or advice on the Advertising 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 significant developments relating to the brand, or the availability of new supporting information and data. Local country teams are encouraged to share any new insights, research or information relating to Powerade and sports drinks that may emerge in their local countries for inclusion in future Q&As.
Before we start
This document has been designed for use by the EG Powerade community. However, in certain markets the product names and terminology used may differ. The information below is designed to provide clarity across market differences. If in doubt it is advised you also seek additional advice from your local SRA contact. Throughout this document, we only focus on information in relation to Powerade ION4 and Powerade Zero, and Powerade in some markets - all Ready to Drink (RTD) formats. Other Powerade brand products, which are country specific such as Powerade ION4 Powder or Powerade Energy (GB only) are not covered within this document. For further clarification or advice please contact Europe Group SRA (page 72) or your Local SRA contact.
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Powerade ION4 and Powerade Zero benefits
1.1 What are the benefits of Powerade ION4 and Powerade Zero? Powerade ION4 is an isotonic [terminology not to be used in Spain] sports drink containing fluid, four of the minerals [Tier 1 countries]/ minerals [Tier 2 countries] lost in sweat for hydration and carbohydrates to rapidly replenish the fuel your body loses during exercise. It has been scientifically formulated to contain a combination of carbohydrates and minerals to enable people participating in prolonged, intense sports or exercise sessions to perform at their best for longer, by helping the body to rehydrate and refuel.
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CARBOHYDRATES
WATER
ELECTROLYTES
SODIUM, POTASSIUM,
OPTIMUM FITNESS HYDRATION FOR LIGHT EXCERCISE SESSION < 60 MINS
ADE ER ITS OW Ef 1.PbEN

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1.2 What 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 of a drink, its natural to head for the nearest bottle of water. Although itll quench your thirst, it isnt always the best way to rehydrate your body during or after exercise. Heres why:
Water doesnt have adequate minerals and carbohydrates to replace those lost through sweat. Water shuts down the thirst receptors prematurely, before youve replaced the fluid your body has lost through sweat. Water doesnt have flavour, which has been shown to encourage you to drink. Water doesnt have the performance-sustaining benefits provided by the carbohydrate fuel in a sports drink. If you are unable or dont plan to eat after exercise, then a sports drink has the advantage of containing sodium, which helps your body more effectively retain and use the fluid youve drunk to help prevent dehydration. Sports drinks can also provide carbohydrates to help replenish muscle fuel stores. In addition to hydrating, sports drinks are specially formulated to replenish both fuel and mineral needs to help you sustain physical (muscular strength, endurance capacity, pace) and mental performance (concentration, reaction time, accuracy).
CARBOHYDRATES
GLUCOSE + FRUCTOSE
WATER
ELECTROLYTES
SODIUM, POTASSIUM MAGNESIUM, CALCIUM
RAPID HYDRATION + SUSTAINED PERFORMANCE
Powerade Zero is a great-tasting, zero sugar, calorie free drink that helps rehydrate the body without adding back the calories.* It is ideal for those engaged in lighter intensity exercise sessions that last less than 60 minutes.
* Please consult EUG or Local SRA for local country claim adaptations.
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1.3 What do you get from Powerade ION4 that you wouldnt get from a drink such as commercially available flavoured water or regular fruit squash? Powerade ION4 contains minerals, such as sodium, which are not found in adequate quantities in a drink made from water and glucose alone or from fruit 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 after exercise.
Scientific studies have shown that sports drinks, when consumed in appropriate amounts, deliver an adequate amount of carbohydrates to properly respond to sports peoples energy needs during prolonged, intense exercise or training sessions. Carbohydrates provide fuel for the brain to maintain skills and decision making and fuel for muscle to sustain performance and reduce the perception of fatigue. As a result, exercise performance is improved. In addition to the above evidence, in the past years Powerade has completed a variety of studies showing that Powerade can improve performance (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 of the influence of carbohydrate supplementation on physical and mental performance in warm conditions. ISSSMC Conference, 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 of the influence of carbohydrate supplementation on physical and mental performance in cool conditions. ISSSMC Conference, 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 of Powerade (these studies did not use Powerade ION4) resulted in improvements in exercise capacity, repeated sprint performance and cognitive function when compared to no fluid and water.
Watson P, Davison CA, Smithies S and Maughan RJ. The influence of fluid ingestion and carbohydrate supplementation on physical and mental performance during intermittent high-intensity exercise. ISSSMC Conference, Newcastle, August 2010. Br J Sports Med 2010;44:i15 doi:10.1136/ bjsm.2010.078972.45
REFERENCES
Coyle, E.F., Fluid and fuel intake during exercise, J Sports Sci, 22:3955, 2004 Coyle, E.F., Hamilton, M., Fluid replacement during exercise: Effects on physiological homeostasis and performance, In Perspectives in Exercise Science and Sports Medicine, ed. Gisolfi, C.V. and Lamb, D.R., Carmel, IN: Cooper Publishing, 3:281308, 1990 Herbert, W. G., Water and electrolytes, In Ergogenic Aids in Sport, ed. Williams, M. H., Human Kinetics, Champaign, IL, USA, 56-98, 1983 Jeukendrup, A., Brouns, F., Wagenmakers, A. J., Saris, W. H., Carbohydrate-electrolyte feedings improve 1 h time trial cycling performance, Int J Sports Med, 18:125-9, 1997 Jeukendrup, A. E., Currell, K., Clarke, J., Cole, J., Blannin, A. K., Effect of beverage glucose and sodium content on fluid delivery, Nutr Metab, 6:9, 2009 Jeukendrup, A. E., Carbohydrate Intake during exercise and Performance, Nutrition; 20:669677, 2004 Lamb, D. and Brodowicz, G. R., Optimal use of fluids of varying formulations to minimize exercise-induced disturbances in homeostasis, Sports Med, 3:247-274, 1986 Maughan,R.J.,Fluidandelectrolytelossandreplacement inexercise,InPerspectivesinExerciseScienceand SportsMedicine:Ergogenics:TheEnhancementofSport Performance,ed.Lamb,D.R.,andWilliams,M.H.,Carmel,IN: BenchmarkPress,4:3585,1991
Sports performance
1.4 Can Powerade ION4 improve sports performance? Have there been any studies to show this? For optimal performance, athletes need to be hydrated and adequately fuelled during intense exercise. Exercise scientists have extensively researched the best fluid to drink during exercise. Sports drinks, or to be more specific, carbohydrate-electrolyte drinks, are one of the best researched sports nutrition products available to athletes. It is accepted that performance during prolonged or intense exercise can be improved by consuming carbohydrate-electrolyte drinks, such as Powerade ION4, during exercise. This improvement is due to the effects of the carbohydrates in the drink providing additional fuel to the muscles and due to the fluid and minerals minimising fluid and mineral disturbances that can occur through sweating. The evidence on which this is based has been the subject of a number of extensive reviews. Consuming carbohydrates and rehydrating before and during exercise has been demonstrated to enhance performance when exercising for longer than 60 minutes.
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Watson P, Davison C A, Smithies S, Maughan R J(2010). Influence of fluid ingestion and carbohydrate supplementation on physical and mental performance 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: influence of carbohydrate availability. J Appl Physiol, 87:1083-1086, 1999 Murray, R., The effects of consuming carbohydrateelectrolyte beverages on gastric emptying and fluid absorption during and following exercise, Sports Med, 4:322-351, 1987 1.5 Can rinsing the mouth with Powerade ION4 give the same overall-benefits as drinking it? While recent studies have shown that rinsing the mouth with a carbohydrate-containing drink can help improve sports performance, rinsing alone does not provide the re-hydration or refuelling benefits of 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 feel easier. The overall benefit of drinking a sports drink, such as Powerade ION4, which consists of fluid, carbohydrates and minerals, is to keep the exercising individual hydrated and adequately fuelled. These benefits can only be achieved simultaneously by ingestion. Ingesting sports drinks, such as Powerade ION4 is a useful way to both rehydrate and replenish the fuel that your body loses during exercise.
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REfERENCES
Carter, J. M., Jeukendrup, A. E., David J., The Effect of Carbohydrate Mouth Rinse on 1-h Cycle Time Trial Performance, 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: effects on exercise performance and brain activity, J Physiol, 587:17791794, 2009 Coyle, E. F., Fluid and fuel intake during exercise, J Sports Sci, 22:39-55, 2004 Maughan, R. J., Leiper, J. B., Effects of sodium content of ingested fluids on post-exercise rehydration in man, Eur J Appl Physiol, 71:3119, 1995 Maughan, R. and Shirreffs, S., Rehydration and Recovery after exercise, Science & Sports, 19:234 238, 2004 Pottier, A., Bouckaert, J., Gilis, W., Roels, T., Derave, W., Mouth rinse but not ingestion of a carbohydrate solution improves 1-h cycle time trial performance, Scand J Med Sci Sports, 20(1):105-11, 2010 1.6 Are Powerade products just for professional sports people? No. Powerade ION4 is for anyone engaging in prolonged or intense exercise, and its even more critical for individuals classified as heavy sweaters, or individuals exercising in hot and humid weather conditions or high altitudes. Powerade ION4 replaces not only fluid and minerals lost through sweat but also carbohydrates which the muscles use up during exercise. One hour of moderate exercise generally results in between 0.5 L and 1.0 L of sweat loss which can quickly result in dehydration (this varies between individuals due to different sweat rates).
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Hot environments are also likely to cause physical stress. Heart rate and body temperature increase dramatically, whilst performance and concentration levels decline. Dehydration can also affect people in cooler environments such as cross country skiing or mountain climbing, whilst for a swimmer, immersion in water also stimulates fluid loss through increased urine production. Mental performance, which is important where concentration, skilled tasks and tactical issues are involved, is also reduced by dehydration. When dehydration of 2% of body weight or more is experienced, visual-motor skills, short-term memory, reaction time, and attention deteriorate. It is therefore important to maintain hydration and replace lost minerals and carbohydrates by drinking a prolonged, intense sports drink such as Powerade ION4 which has been scientifically formulated to contain a combination of carbohydrates and minerals to enable people participating in prolonged, intense sports and exercise sessions, in a variety of environmental conditions (warm or cool), to perform at their best for longer. Powerade Zero is a great-tasting, zero sugar, calorie free drink that helps rehydrate the body without adding back the calories.* It is ideal for those engaged in lighter intensity exercise sessions that last less than 60 minutes.
*Please consult EUG or Local SRA for local country claim adaptations.
2010;44:i21 doi:10.1136/bjsm.2010.078972.62 Watson P, Ferguson D, Ewington A and Maughan RJ A systematic examination of the influence of carbohydrate supplementation on physical and mental performance in cool conditions. ISSSMC Conference, Newcastle, August 2010. Br J Sports Med 2010;44:i15-i16 doi:10.1136/bjsm.2010.078972.46 1.7 Is it true you need to exercise for at least an hour before you see any positive benefits from drinking Powerade ION4? No. The need for fluids, minerals and carbohydrates during exercise can vary for each individual and depends on several factors. These needs increase depending on the intensity, the duration of the exercise, the environment, genetics, clothing and many other factors. Fluid intake and adequate hydration during exercise are important and become even more essential during prolonged, intense exercise sessions lasting more than one hour, and competition events. It is important to be properly hydrated before you start exercising, particularly if you want to perform at your best. A sports drink like Powerade ION4 can provide effective hydration from the start. * Remember that all foods and beverages with calories have the potential of 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. Powerade Zero is a great-tasting, zero sugar, calorie free drink that helps rehydrate the body without adding back the calories.* It is ideal for those engaged in lighter intensity exercise sessions that last less than 60 minutes.
When to drink Powerade products?

1.8 Should I drink Powerade products if I am not playing sports but performing manual labour/working in extreme environmental conditions/carrying out physically demanding recreational activities? If 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 fluid 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 effect of dehydration on performance varies across different weather conditions. Not only can dehydration lead to a reduction in physical performance, such as muscle fatigue, but it can also negatively affect mental performance, which is important where concentration, skilled tasks or tactical issues are involved. When dehydration of 2% of body weight or more occurs, visual-motor skills, short-term memory, reaction time, and attention deteriorate. It is therefore important to stay hydrated and, when needed, replace lost minerals and carbohydrates by drinking a sports drink such as Powerade ION4. * Remember that all foods and beverages with calories have the potential of 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.
REfERENCES
Watson P, van Langen F, Quigley J and Maughan RJ. A systematic examination of the influence of carbohydrate supplementation on physical and mental performance in warm conditions. ISSSMC Conference, Newcastle, August 2010. Br J Sports Med
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Powerade Zero is a great-tasting, zero sugar, calorie free drink that helps rehydrate the body without adding back the calories.* It is ideal for those engaged in lighter intensity exercise sessions that last less than 60 minutes.
REfERENCES
Grandjean, A. and Grandjean, N., Dehydration and Cognitive Performance, J Am Coll Nutr, 26(5): 549S554S, 2007 Maughan, R., Impact of mild dehydration on wellness and on exercise performance, Eur J Clin Nutr, 57, Suppl 2: S19S23, 2003 Shirreffs, S. M., The Importance of Good Hydration for Work and Exercise Performance, Nutr Rev, 63(6):S14-S21, 2005 1.9 When should I drink Powerade ION4 or Powerade ZERO? Powerade ION4 offers a convenient and efficient way to rehydrate the body and delay the onset of muscle fatigue during exercise, as well as enabling continued physical performance and a speedy recovery, in terms of rehydration and refuelling, after exercise. Drinking Powerade ION4 is recommended when exercising for 30 minutes or longer at a high intensity, or for 60 minutes or longer at any intensity. Powerade Zero is designed for those engaged in lighter intensity fitness sessions that last less than 60 minutes.
Before Exercise: Both Powerade ION4 and Powerade Zero help to ensure the body is hydrated before exercise starts, reducing the risk of dehydration. Additionally, Powerade ION4 can also help build up glycogen stores. During Exercise: Powerade ION4 helps to prevent dehydration and rapidly supplies fuel for the working muscles to help sustain your performance. Powerade Zero helps to prevent dehydration. After Exercise: Powerade ION4 helps to replace fluid, fuel and minerals lost through sweat providing an effective refuelling and rehydration proposition. Powerade Zero helps to replace fluid lost through sweat.
Only a well hydrated body can help to stretch your potential. If youre well hydrated before you start exercising, youre less likely to become dehydrated and youre prepared for optimum performance. In most situations, sweat lost during exercise is much greater than the amount of fluid an athlete can replace during a session. It is therefore beneficial to start any exercise session well hydrated to minimise the risk of dehydration. That is why its important that the bodys fluid balance is optimal at the beginning of any exercise session as dehydration will have a negative impact on performance at a later stage. It is recommended that pre-hydrating with beverages, if needed, should be initiated at least several hours before an exercise task to enable fluid absorption and optimise performance.
Other Powerade product benefits/uses

1.10 Is there any benefit to drinking Powerade products if Im not exercising? E.g. hangover cure? General pick me up if Im tired? Powerade ION4 is an isotonic sports drink scientifically formulated to help prevent dehydration and delay the onset of muscle fatigue during exercise. It contains carbohydrates, which can provide fuel for the body and can help delay the onset of muscle fatigue, and minerals to replace those that have been lost through sweat. Dehydration can be a common symptom of hangovers (due to urine loss, as alcohol has a diuretic effect), and sports beverages can help replace fluid and minerals lost in these instances. Although Powerade ION4 has been designed for people exercising, there is no health risk associated with drinking it at other times for healthy individuals. *Remember that all foods and beverages with calories have the potential of 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. Powerade Zero is a great-tasting, zero sugar, calorie free drink that helps rehydrate the body without adding back the calories.* It is ideal for those engaged in lighter intensity exercise sessions that last less than 60 minutes.
1.11 I have heard that you should drink an isotonic drink to rehydrate after an upset stomach can I drink Powerade ION4? Dehydration can occur following an upset stomach, diarrhoea and vomiting. However, it is important to seek the advice of 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. Therefore 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 of muscle fatigue during exercise, as such it has been scientifically formulated to provide a combination of minerals and carbohydrates that are emptied quickly from the stomach and are rapidly absorbed from the small intestine, to help the body rehydrate and refuel. Sports drinks, such as Powerade ION4, are not designed to be a meal replacement, but Powerade ION4 can be a useful part of an athletes diet for the quick replacement of fluid, minerals and carbohydrates.
REfERENCES
Sawka, M. N., Burke, L. M., Eichner, E. R., Maughan, R. J., Montain, S. J., Stachenfeld, N. S., American College of Sports Medicine Position Stand: Exercise and Fluid Replacement, Med Sci Sports Exerc, 39(2): 377-39, 2007
For those that are sodium-sensitive, it would be advisable to seek medical advice before drinking any Powerade products when not exercising.
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Product claims
2.1 Powerade ION4 is just flavoured water with sugar and salt isnt this just an expensive con? Sports scientists and athletes recommend drinking a properly formulated sports drink like Powerade ION4 before, during and after prolonged, intense exercise. It offers a convenient and efficient way to rehydrate the body and has been scientifically formulated to delay the onset of muscle fatigue enabling continued physical performance and a speedy recovery after exercise. Powerade ION4 will help you to replenish fluid and minerals lost in sweat for effective hydration and replace carbohydrates your body loses during exercise. It helps to maintain desired performance levels and offer effective rehydration for prolonged, intense exercise and training sessions. *Remember that all foods and beverages with calories have the potential of 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. For those who want the hydration without the calories, we offer Powerade Zero, the first zero-sugar, caloriefree drink.
SCF, Report of the Scientific Committee on Food on composition and specification of food intended to meet the expenditure of intense muscular effort, especially for sportsmen (Adopted by the SCF on 22/6/2000, corrected by the SCF on 28/2/2001) Maughan, R. J., Fluid and electrolyte loss and replacement in exercise, J Sports Sci, 9:117 42, 1991 Maughan, R. J. and Leiper, J. B., Effects of sodium content of ingested fluids on post-exercise rehydration in man, Eur J Appl Physiol, 71:3119, 1995 Maughan, R. and Shirreffs, S., Rehydration and Recovery after exercise, Science & Sports, 19:234238, 2004 2.2 Arent you misleading consumers by suggesting that Powerade ION4 will assist performance experts say water is just as good? A properly formulated sports drink provides sodium and carbohydrates that water doesnt contain; as a result, for people engaged in prolonged, intense physical activity, a sports beverage rehydrates and refuels in ways that water does not. Being adequately hydrated and having sufficient carbohydrate fuel are both important for optimum performance. In her review in 2009 Dr Susan Shirreffs states that: Generally drinking plain water is better than drinking nothing but drinking a properly formulated carbohydrate electrolyte sports drink will allow for an even better exercise performance with benefits being gained from both its carbohydrate content and the water and electrolyte content. Drinking during exercise improves performance, provided that the exercise is of a sufficient duration for the drink to be emptied from the stomach and be absorbed in the intestine.
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REfERENCES
Maughan, R. J., Owen, J. H., Shirreffs, S. M., Leiper, J. B., Postexercise rehydration in man: effects of electrolyte addition to ingested fluids, Eur J Appl Physiol, 69:20915, 1994 Coyle, E. F., Fluid and fuel intake during exercise, J Sports Sci, 22:3955, 2004
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REfERENCES
Shirreffs, S., Blood volume changes and water appearance in the circulation from water and 3% and 6% carbohydrate drinks, ISSSMC Conference, Newcastle, August 2010, J Sports Med Phys Fitness (in press) Shirreffs, S. M., Hydration in sport and exercise: water, sports drinks and other drinks, Nutrition Bulletin, 34(4):374379, 2009 Shirreffs, S. M., Argon-Vargas, L. F., Keil, M., Love, T. D., Phillips, S., Rehydration after exercise in the heat: a comparison of 4 commonly used drinks, Int J Sport Nutr Exerc Metab, 17:244-258, 2007 Shirreffs, S. M., Armstrong, L. E., Cheuvront, S. N., Fluid and electrolyte needs for preparation and recovery from training and competition, J Sports Sci, 22:5763, 2004 Shirreffs, S. M. and Maughan, R. J., Volume repletion after exercise-induced volume depletion in humans: replacement of water and sodium losses, Am J Physiol, 274:F868- F875, 1998 Shirreffs, S. M. and Maughan, R. J., Restoration of fluid balance after exercise-induced dehydration: effects of alcohol consumption, J Appl Physiol, 83:11521158, 1997 Watson, P., Love, T. D., Maughan, R. J., Shirreffs, S. M., A comparison of the effects of milk and a carbohydrateelectrolyte drink on the restoration of fluid balance and exercise capacity in a hot, humid environment, Eur J Appl Physiol, 104:633642, 2008 2.3 How does Powerade ION4 hydrate compared to water? Doesnt water hydrate just as well? A properly formulated sports drink provides sodium and carbohydrates that water does not contain; as a result, for people engaged in prolonged, intense physical activity, a sports beverage rehydrates and refuels in ways that water does not.
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In evaluating how a properly formulated sports beverage hydrates compared to water, it is essential to bear in mind that such a beverage is intended for use by a person who, as a result of engaging in sustained, high intensity exercise, has lost substantial quantities of water and minerals (electrolytes) through perspiration. As explained below, a substantial body of scientific evidence, taken as a whole, establishes that for such a person, drinking a properly formulated sports drink that contains not only water, but also appropriate quantities of sodium and carbohydrates, will result in his/her consuming a higher volume of fluid, and retaining it better, than if he/she drank plain water alone. Specifically, an appropriately formulated sports drink provides not only water, but also sodium, carbohydrates, and taste, each of 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 (Shirreffs & Maughan, 1998). Help maintain the osmotic drive to drink, resulting in greater voluntary fluid consumption (Wemple et al 1997, Wilk and Bar-Or 1996, Nose et al 1988). Reduce the risk of fluid-electrolyte imbalances such as hyponatremia (dangerously low blood sodium level) which can occur after long and intense exercise where a high level of sweating has also occurred and large volumes of plain water are consumed (Montain et al., 2006).
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Carbohydrates help a sports drink to hydrate in that they work with sodium to help stimulate the uptake of water in the gut: Fluid absorption in the small intestine is stimulated by glucose and sodium (and to a lesser extent by fructose and other electrolytes). This is in part because glucose and sodium are absorbed via a common membrane carrier in the mucosal epithelium of the proximal small intestine (Murray et al. 1987). Taste helps a sports drink to hydrate in that it encourages drinking a higher volume of fluid than occurs with plain water. Water doesnt have sodium, carbohydrates, or flavour. When rapid and complete restoration of fluid balance is necessary, and when all intake is in liquid form, ingestion of water alone causes rapid fall in plasma sodium concentration and in plasma osmolarity. These changes reduce the stimulation to drink (thirst) and increase urine output, both of which delay the hydration process (Jeukendrup and Gleeson 2010). Consumption of beverages containing electrolytes and carbohydrates can help sustain fluid and electrolyte balance and endurance exercise performance. In summary, the data suggest the presence of carbohydrate in combination with the electrolytes used in this study promoted fluid retention more so than ingesting water alone for rehydration following exercise-induced dehydration. Attention: For this specific question substantiation, please contact the relevant people, involved on the ASA matter, page 72.
In addition see Appendix 1 for the full list of references and excerpts from the most important studies and reviews addressing the benefits of sports drinks for rehydration.
REfERENCES
Below PR, Mora-Rodriguez R, Gonzalez-Alonso J & Coyle EF (1995) Fluid and carbohydrate ingestion independently improve performance during 1 h of intense exercise. Med Sci Sports Exerc 27, 200-210. S J Montain, S N Cheuvront, M N Sawka Exercise associated hyponatraemia: quantitative analysis to understand the aetiology Br J Sports Med 2006;40:98106. Jeukendrup A and Gleeson M (2010). Sports Nutrition. 2nd Edition US : Human Kinetics Murray R, Eddy DE, Murray TW, Seifert JG, Paul GL, and Halaby GA. The effect of fluid and carbohydrate feedings during intermittent cycling exercise. Med. Sci. Sports Exerc. 19:597-604, 1987. Nose H, Mack GW, Shi X, Nadel ER. Role of osmolality and plasma volume during rehydration in humans. J Appl Physiol 1988a;65:325 31. Shirreffs, S., Blood volume changes and water appearance in the circulation from water and 3% and 6% carbohydrate drinks, ISSSMC Conference, Newcastle, August 2010, J Sports Med Phys Fitness (in press) Shirreffs, S. M., Hydration in sport and exercise: water, sports drinks and other drinks, Nutrition Bulletin, 34(4):374379, 2009 Shirreffs, S. M., Argon-Vargas, L. F., Keil, M., Love, T. D., Phillips, S., Rehydration after exercise in the heat: a comparison of 4 commonly used drink, Int J Sport Nutr Exerc Metab, 17:244-258, 2007 Shirreffs, S. M., Armstrong, L. E., Cheuvront, S. N., Fluid and electrolyte needs for preparation and recovery from training and competition, J Sports Sci, 22:5763, 2004
Shirreffs, S. M. and Maughan, R. J., Restoration of fluid balance after exercise-induced dehydration: effects of alcohol consumption, J Appl Physiol, 83:11521158, 1997 Shirreffs SM, Maughan RJ (1998) Volume repletion after exercise induced volume depletion in humans: replacement of water and sodium losses. Am J Physiol 274:F868F875 Vrijens, D. M. J., and N. J. Rehrer. (1999)Sodium-free fluid ingestion decreases plasma sodium during exercise in the heat. J. Appl. Physiol. 86(6): 18471851 Watson, P., Love, T. D., Maughan, R. J., Shirreffs, S. M., A comparison of the effects of milk and a carbohydrateelectrolyte drink on the restoration of fluid balance and exercise capacity in a hot, humid environment, Eur J Appl Physiol, 104:633642, 2008 Wemple RD, Lamb DR, McKeever KH. (1997)Caffeine vs. caffeine-free sports drinks: effects on urine production at rest and during prolonged exercise. Int J Sports Nutr;18:406.
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Powerade products
3.1 What is the difference between Powerade ION4 and Powerade Zero? Athletes and individuals who take part in exercise have different needs during different exercise occasions. Through Powerade ION4 and Powerade Zero, Powerade provides options to meet the needs of more individuals during these different exercise occasions. Whats important to remember is that during training or competition, athletes and others involved in prolonged, intense exercise sessions need fuel. Carbohydrate is the bodys preferred fuel and intake must be optimised during the days leading up to and including the day of competition. This is where Powerade ION4 comes in. But for individuals who are not involved in prolonged, intense activity, it is important to remember that all foods and beverages with calories have the potential of 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 offers similar hydration benefits to Powerade ION4 but with no carbohydrate energy (i.e. calories) and is a great option for shorter duration or lower intensity exercise sessions or workouts.
Competitor brands
3.2 Theres a lot of choice with sports drinks. How is Powerade ION4 better than Lucozade or Gatorade? The composition of all properly formulated sports drinksincluding Powerade ION4, Lucozade, and Gatoradeis quite specific in Europe as it must follow specific guidelines set by the EU Scientific Committee for Foods Report on composition and specification of food intended to meet the expenditure of intense muscular effort, especially for sports people and even more recently by the European Food Safety Authority (EFSA) as of June 2010. There is some variation between the brands in terms of flavour and sweetness profile, so the end decision is down to personal preference of flavours and the acceptability of the taste.
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REfERENCES
SCF, Report of the Scientific Committee on Food on composition and specification of food intended to meet the expenditure of intense muscular effort, especially for sportsmen (Adopted by the SCF on 22/6/2000, corrected by the SCF on 28/2/2001) 3.3 Whats the difference between Powerade ION4 and Lucozade or Gatorade? Do they have the same benefits? The formulation of all properly formulated sports drinksincluding Powerade ION4, Lucozade, and Gatorademust follow specific guidelines in Europe. These are set by the EU Scientific Committee for Foods Report on composition and specification of food intended to meet the expenditure of intense muscular effort especially, for sports people. We do not comment on competitors formulations.
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REfERENCES
SCF, Report of the Scientific Committee on Food on composition and specification of food intended to meet the expenditure of intense muscular effort, especially for sportsmen (Adopted by the SCF on 22/6/2000, corrected by the SCF on 28/2/2001)
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Generally, athletes can obtain all the protein they require from a sensible, balanced diet. Many common foods or mixed dishes are made up of 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 fillings (sandwich bread provides carbohydrate and other nutrients), or pasta sauce can include carbohydrates from tomatoes and vegetables along with protein from added meat or chicken. Mixing and matching foods is a good way to help ensure that nutrition needs are met. Ideally, a mixture of 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 refuel and rehydrate immediately after exercise. Occasionally, an athlete may require a drink supplement when a practical way to consume sufficient food cannot be found. 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 after an exercise session, when a practical way to consume sufficient food cannot be found.
Natural alternatives
3.4 I have heard that semi-skimmed milk or chocolate milk is comparable to/better than drinking Powerade ION4 after sports is this true? Recovery after each workout or competition is a challenge for the athlete with a busy timetable. Recovery processes include refuelling, rehydrating and repairing. By consuming protein immediately after exercise it enhances muscle reconditioning. It is important for athletes to look at their protein intake throughout the day as well as immediately after exercise. The most important news is that the effect of post-exercise protein intake is best seen when the protein is combined with carbohydrate.
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Approximate nutritional content per 250 ml serving:

Product Powerade ION4 Powerade (for countries that have not launched ION4) Full fat milk Semi-skimmed milk Skimmed milk Chocolate-flavoured semi-skimmed milk Calories (kcal) 39 40-48 165 1115 80 158 Sugars (g) 9.8 10-12 11.3 12 11 20.8 Fats (g) 0.0 0.0 9.8 4.2 0.5 3.8 Saturates (g) 0.0 0.0 6.3 2.7 0.3 2.5 Sodium (mg) 125 125 108 108 110 130
*Milk contains other important nutrients in addition to carbohydrates, protein and fat.
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REfERENCES
McCance and Widdowsons The Composition of Foods Sixth Summary Edition, RSC Publishing 2002. 3.5 I have heard coconut water is comparable to/better than drinking Powerade for rehydration is this true? Coconut water is the clear liquid inside young coconuts (fruits of the coconut palm) which has recently been touted as a new natural sports drink. Its composed of small amounts of 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 as Powerade ION4. However, coconut water is slightly lower in sodium than Powerade ION4 Also, coconut water is a natural product; therefore the exact quantities of these solutes can vary depending on variety, origin, growing conditions and even time of harvest. Powerade ION4 is an isotonic sports drink that has the advantage of containing sodium in adequate quantities, as supported in the scientific literature for effective hydration after exercise. It has been scientifically formulated to be in balance with your bodys fluids so that you benefit from the convenience and consistency in every bottle.
Ismail I, Singh R, Sirisinghe RG (2007)Rehydration with sodium-enriched coconut water after exerciseinduced dehydration. Southeast Asian J Trop Med Public Health. Jul;38(4):769-85 3.6 I have heard (watered down) fruit juice is comparable to/better than drinking Powerade ION4 for improving sports performance is this true? Fruit juices contain more carbohydrates than an isotonic sport drink. Because of their higher levels of carbohydrates, fruit juices are classified as hypertonic, which means that they are absorbed by the body less readily than isotonic sport drinks. The primary carbohydrate in fruit juice is fructose, a naturally occurring simple sugar which, when consumed in large quantities, may lead to gastrointestinal distress. Additionally, fruit juice may not contain adequate amounts of sodium. These combined factors mean that fruit juices are not ideal for rehydration during or after exercise. Powerade ION4 is an isotonic sports drink, formulated to be in balance with the fluids in your body. It has got water and substances with a total concentration that is similar to blood. This maximises the absorption rate of water leaving the stomach and provides a moderate level of carbohydrate to preserve blood glucose levels without increasing the risk of gastrointestinal distress during exercise.
Leiper, J. B., Intestinal water absorption implications for the formulation of rehydration solutions, Int J Sport Med, 19:S129S132, 1998 Leiper, J. B. and Maughan, R. J., Absorption of water and electrolytes from 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
intended for consumption by sports people/athletes and consumers who participate in sports and exercise.
REfERENCES
Maughan, R., The sports drink as a functional food: formulations for successful performance, Proc Nutr Soc, Boca Raton, FL: CRC Press, 57:15-23, 1998 Leiper, J. B., Gastric emptying and intestinal absorption of fluids, carbohydrates and electrolytes, In Sports Drinks, ed. Maughan, R. J. And Murray, R., 89128, 2000 Leiper, J. B., Intestinal water absorption - implications for the formulation of rehydration solutions, Int J Sport Med, 19:S129S132, 1998 Leiper, J. B. and Maughan, R. J., Absorption of water and electrolytes from 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 different from energy or vitamin drinks? Unlike energy drinks and vitamin drinks, Powerade ION4 is an isotonic sports drink, formulated to be in balance with the fluids in your body. It contains water and substances with a total concentration that is similar to blood; this allows for fast absorption of water, sodium and glucose and is ideal for rehydrating and refuelling. Powerade ION4 is emptied from the stomach quickly (at an optimum rate). This maximises the rate water leaves the stomach for absorption while providing a moderate level of carbohydrates, which helps to preserve blood glucose levels. So, drinking Powerade ION4 is a highly efficient and effective way to get rapid rehydration and carbohydrates for fuel.
Other alternatives
3.7 How is Powerade ION4 different from a carbonated soft drink? Caloric carbonated soft drinks usually contain more carbohydrates than Powerade ION4. Therefore they are classified as hypertonic, which means that they are absorbed by the body less quickly than isotonic drinks. Additionally, they typically do not contain adequate amounts of sodium, an important mineral lost in sweat. Powerade ION4 is an isotonic sports drink, formulated to be in balance with the fluids in your body. It contains water and substances with a total concentration that is similar to blood; this allows for fast absorption of water, sodium and glucose and is ideal for rehydrating and refuelling. Powerade ION4 is emptied from the stomach quickly (at an optimum rate). This maximises the rate water leaves the stomach for absorption while providing a moderate level of carbohydrates, which helps to preserve blood glucose levels. So, drinking Powerade ION4 is a highly efficient and effective way to get rapid rehydration and carbohydrates for fuel. Powerade ION4 is clearly, and always has been, positioned as a sports drink and not a soft drink. It is
REfERENCES
Maughan, R., The sports drink as a functional food: formulations for successful performance, Proc Nutr Soc, Boca Raton, FL: CRC Press, 57:15-23, 1998 Leiper, J. B., Gastric emptying and intestinal absorption of fluids, carbohydrates and electrolytes, In Sports Drinks, ed. Maughan, R. J. And Murray, R., 89128, 2000
REfERENCES
Saat M, Singh R, Sirisinghe RG, Nawawi M.(2002). Rehydration after exercise with fresh young coconut water, carbohydrate-electrolyte beverage and plain water. J Physiol Anthropol Appl Human Sci. Mar;21(2):93-104.
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Many people assume that sports drinks, energy drinks and vitamin drinks are the same things, but actually they are based on different principles: Energy Drinks are expected to contain not only calories, but also ingredients such as caffeine or taurine, together with vitamins and herbal supplements (such as guarana or ginseng). They are designed primarily to offer a mental energy (stimulant) boost effect. Energy drinks may contain more than 10% carbohydrates, so they are considered to be hypertonic. The absorption from the stomach is slower compared to an isotonic sport drink, and energy drinks are not designed to fulfill the hydration needs of an athlete. Vitamin Drinks are beverages which are especially formulated 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 functionality specifically for sports but can be consumed at any time. * Remember that all caloric foods and beverages have the potential to add excess calories to the diet. Its important to ensure that the daily diet provides the nutrients needed for good health, without exceeding individual calorie budgets. 3.9 Is my homemade sports drink as good as/better than Powerade ION4? A homemade sports drink could achieve similar effects to a commercially produced sport drink, if it contains the right amounts of carbohydrates and minerals
Go to Glossary
(sodium). The main issue would be to achieve the correct osmolality and palatability/flavour of the drink. Osmolality is a measure of the number of particles in a solution and can affect 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 of sugar (29 g/250 ml) it contains. The osmolality of Powerade ION4 is similar to that of our blood, which helps assure rapid absorption of the fluids, carbohydrate and minerals. If beverage osmolality becomes too high, the rate of fluid absorption slows and can lead to stomach upset during exercise. Powerade ION4s formulation of minerals and the right flavour profile helps to drive the thirst mechanism. The right flavour profile is achieved by creating flavours 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 difficult to reproduce the same osmolality and flavour profile at home.
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Obesity and diabetes
4.1 Can sports drinks containing sugar contribute to weight gain? All caloric foods and beverages have the potential of adding excess calories to the diet. When consuming caloric beverages, including Powerade ION4, its important to remain within your daily calorie limits, while meeting your nutrition and hydration needs. Powerade is designed to be consumed adequately and as needed before, during and after exercise, and the readily available carbohydrates are designed to replace the bodys lost fuel and delay the onset of muscle fatigue. The latest addition to the range is Powerade Zero, a zero-sugar, calorie-free drink for those engaged in lighter intensity exercise sessions that last less than 60 minutes. It is designed to help your body absorb and retain fluid, preventing dehydration (which can affect your performance), without putting extra calories into your body. It can also be used before exercising to achieve optimum hydration levels. 4.2 Arent Powerade products high in calories? Powerade ION4 contains only 17 calories per 100ml (85 kcal per 500 ml bottle). Although sports drinks are designed for hydration and refuelling during prolonged, intense exercise sessions, the calories in a 500ml bottle of Powerade ION4 would be burned off in approximately 30 minutes of brisk walking or 15 minutes of moderate intensity running. The latest addition to the range is Powerade Zero, a zero-sugar, calorie-free drink for those engaged in lighter intensity exercise sessions that last less than 60 minutes. It is designed to help your body absorb
Go to Glossary
and retain fluid, preventing dehydration (which can affect your performance), without putting extra calories into your body. It can also be used before exercising to achieve optimum hydration levels. 4.3 Would you agree that using water to hydrate before exercise is more appropriate for a recreational user (less than 30 minutes sustained exercise) if their goal is to lose weight? If your aim is to reduce caloric intake, we now provide Powerade Zero, a zero-sugar, caloriefree drink for those engaged in lighter intensity exercise sessions that last less than 60 minutes. It is designed to help your body absorb and retain fluid, preventing dehydration (which can affect your performance), without adding back calories. It can also be used before exercising to achieve optimum hydration levels.
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REfERENCES
Sawka, M. N., Burke, L. M., Eichner, E. R., Maughan, R. J., Montain, S. J., Stachenfeld, N. S., American College of Sports Medicine Position Stand: Exercise and Fluid Replacement, Med Sci Sports Exerc, 39(2): 377-390, 2007 Shirreffs, S. M., Blood volume changes and water appearance in the circulation from water and 3% and 6% carbohydrate drinks, ISSSMC Conference, Newcastle, August 2010, J Sports Med Phys Fitness (in press) Shirreffs, S. M., Hydration in sport and exercise: water, sports drinks and other drinks, Nutrition Bulletin 34(4):374379, 2009 Shirreffs, S. M., Argon-Vargas, L. F., Keil, M., Love, T. D., Phillips, S., Rehydration after exercise in the heat: a comparison of 4 commonly used drinks, Int J Sport Nutr Exerc Metab, 17:244-258, 2007
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Go to Glossary
Shirreffs, S. M., Armstrong, L. E., Cheuvront, S. N., Fluid and electrolyte needs for preparation and recovery from training and competition, J Sports Sci, 22:5763, 2004 Shirreffs, S. M., Maughan, R. J., Restoration of fluid balance after exercise-induced dehydration: effects of alcohol consumption, J Appl Physiol, 83:11521158, 1997 Watson P., Love, T.D., Maughan, R. J., Shirreffs, S.M., A comparison of the effects of milk and a carbohydrateelectrolyte drink on the restoration of fluid balance and exercise capacity in a hot, humid environment, Eur J Appl 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 scientifically formulated to enable people participating in sports or exercise to perform at their best for longer, therefore maximising their workout. Powerade ION4 contains only 17 calories per 100 ml (85 kcal per 500 ml bottle) and during prolonged, intense exercise in which significant amounts of fluid and electrolytes have been lost through perspiration, drinking sports beverages can provide a more effective workout. The calories in a bottle of Powerade ION4 would be burnt off in approximately 30 minutes of brisk walking or 15 minutes of moderate intensity running.
However, its important to remember that all caloric foods and beverages have the potential of adding excess calories to the diet. When consuming caloric beverages, including Powerade ION4, its important to remain within your daily calorie limits, while meeting your nutrition and hydration needs. If your aim is to reduce caloric intake, we now provide Powerade Zero, a zero-sugar, calorie-free drink for those engaged in lighter intensity exercise sessions that last less than 60 minutes. It is designed to help your body absorb and retain fluid, preventing dehydration (which can affect your performance), without putting extra calories into your body. It can also be used before exercising to achieve optimum hydration levels. 4.5 I am diabetic can I drink Powerade ION4 during my workout? Powerade ION4 may actually be useful for physically active diabetics who may be prone to dehydration and may require regular carbohydrate intake to prevent hypoglycaemia during and after exercise. However, we would recommend that people with diabetes consult their GP or dietitian before making any changes to their dietary intake.
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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 of our beverages. We have been a leader in the area of 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 frequented primarily by unsupervised children. 5.2 Dont you think that the packaging of Powerade products naturally appeals to children/teenagers? The packaging of Powerade products is tailored for adults and is suitable for a sports drink. The packaging reflects the graphics used through the advertising and other promotional materials, which positions Powerade products as sports related drinks for adult use.
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5.4 Why do some paediatricians recommend that children drink sports drinks after a bout of diarrhoea? Some paediatricians may recommend sports drinks to keep children adequately hydrated after experiencing diarrhoea. Paediatricians know that sports drinks, such as Powerade help to quickly replace fluids and minerals, no matter how they are lost. It is important to keep in mind, however, that Powerade is a sports drink designed for adults who are physically active and is not specifically formulated as an oral rehydration solution for persistent, severe diarrhoea in children. Always consult with your paediatrician if persistent, severe diarrhoea develops. 5.5 Is Powerade ION4 better for children than carbonated soft drinks? Powerade ION4 is a sports drink designed for adults taking part in sport and exercise. Although Powerade ION4 is perfectly safe for children, it is not targeted at children under the age of 12. It is the role of parents and caregivers to determine what beverages are appropriate for their children to consume. 5.6 Are the additives in Powerade products harmful to children? Powerade products are perfectly safe for children. All the additives used in Powerade products are EFSA approved, are common ingredients in consumer items and are perfectly safe for consumption. However, Powerade products are drinks designed for adults who are physically active and participate in sport and exercise.
Effect on children
5.3 Is Powerade ION4 suitable for children/teenagers? Powerade ION4 is a sports drink designed for adults who are physically active and participate in sport and exercise. Although it is perfectly safe for children, it is not a drink which is targeted at children under the age of 12.
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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 Safety Authority (EFSA) the Southampton study that identified 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 of products* do not contain any of the six colours identified in the Southampton study. *Three Powerade ION4 products contain colours identified in the Southampton study. These are Citrus Charge (Lemon), Mango (CSE countries) and Blood Orange (Iberia Only). This applies to market specific varieties please check with Local SRA for more information. In addition, Powerade ION4 is a sports drink designed for adults who are physically active and participate in sport and exercise. Although it is perfectly safe for children, it is not a drink which is targeted at children under the age of 12. Consumer response for queries regarding use of E104/warning label on packs of Powerade Citrus: The quality and safety of our ingredients and products and the wellbeing of our consumers are paramount to us, which is why we only use colours approved as safe by both national and European regulators. After a recent review, the European authorities reiterated that E104 is safe to consume but also decided that food products that contain it must carry the warning. We always follow requirements and guidance from regulators, which is why its on the pack.
Go to Glossary
In compliance with the legislation we list all ingredients on our products labels and this helps people make an informed choice. And we are also responsive to changing consumer preferences - for example, for several years now in Europe we have replaced non-natural colours in some of our products with natural ingredients, such as fruit and vegetable extracts, to give our drinks colour. 5.8 Can Powerade ION4 improve the performance of young athletes? Some studies have shown that drinking sports drinks can improve the performance of young athletes by encouraging them to drink more and therefore maintain adequate hydration levels. Powerade ION4 is a sports drink designed for adults taking part in sport and exercise and is not designed for children under the age of 12.
REfERENCES
Bergeron, M. F., Waller, J. L., Marinik, E. L., Voluntary fluid 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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a moderate level of carbohydrates, which helps to preserve blood glucose levels. So, drinking Powerade ION4 is a highly efficient and effective way to get rapid rehydration and carbohydrates for fuel.
What is in Powerade ION4 and 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 fluid, four of the minerals [Tier 1 countries]/ minerals [Tier 2 countries] lost in sweat to prevent dehydration and carbohydrates to supply fuel for the working muscles and help sustain your performance. Its minerals encourage your body to absorb fluid and maintain fluid balance. Its carbohydrates supply fuel to your working muscles and help to sustain your physical and mental performance when you exercise. Powerade Zero is a zero-sugar, calorie-free drink for those engaged in lighter intensity sessions that last less than 60 minutes. It is designed to help your body absorb and retain fluid, preventing dehydration (which can affect your performance), without putting extra calories into your body. 6.2 What does isotonic mean? Powerade ION4 is an isotonic sports drink formulated to be in balance with the fluids in your body. It contains water and substances with a total concentration that is similar to blood; this allows for fast absorption of water, sodium and glucose and is ideal for rehydrating and refuelling. Powerade ION4 is emptied from the stomach quickly (at an optimum rate). This maximises the rate water leaves the stomach for absorption while providing
Sweeteners
6.3 Which Powerade products/flavours contain low calorie sweeteners and why? To qualify as a sports drink, the product needs to have a defined balance of carbohydrates, minerals and water. In order to maintain this balance and optimise the taste of 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 of caloric sweetener. 6.4 Is aspartame safe? Yes, it is. Aspartame is a low calorie sweetener, approximately 200 times sweeter than sugar. It is noncariogenic (this means it doesnt cause tooth decay) and one of the most thoroughly tested ingredients in the world. Rigorous scientific evidence has shown that it is a safe ingredient for use in food 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 Safety Authority (EFSA); and the Agence Franaise de Scurit Sanitaire des Aliments (French Food Safety Agency - AFSSA).
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The European Food Safety Authority (EFSA) reconfirmed the safety of aspartame in 2006 and in 2009. In 2010, EFSA once again reviewed the safety of aspartame and did not find any new evidence to question the safety of this ingredient. In 2011, after reviewing new studies, EFSA again confirmed that aspartame and other food additive sweeteners authorized in the European Union are safe. 6.5 Are there the same amounts of low calorie sweeteners in each of the different flavours? In order to maintain this balance and optimise the taste of Powerade ION4 and Powerade Zero , low calorie sweeteners are used but always within the levels permitted in foods 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 acesulfame-K to give a more sugarlike taste, without the calories. It helps us provide more options to people who enjoy our products. Charge (Lemon), Mango (CSE countries) and Blood Orange (Iberia Only). This applies to market specific varieties - please check with Local SRA for more information. 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 of these artificial food colours could be linked to a negative effect on childrens behaviour. Parents of children showing signs of hyperactivity have been advised that cutting certain artificial colours from their diets might have some beneficial effects. Based on available evidence, there is no support for a beneficial impact on hyperactivity when certain food colours are removed from the diet. The European Food Safety Authority (EFSA) re-reviewed all available evidence for the six food 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 effects. Intake studies in Australia and Ireland found that children and teens were not consuming nearly the levels of food colours that have been used as a basis for recommendations to remove these colours. The U.S. FDA did not change its conclusions that the food colours in question are safe for the general population and stated that its views are in line with similar views from EFSA. However, some governments have taken actions related to the consumption of the above six colours and hyperactivity. In 2007, The U.K. Food Standards Agency (FSA) advised parents of hyperactive children (sometimes termed Attention Deficit Hyperactive Disorder, or ADHD) to avoid certain food colours because doing so might have some beneficial effects. In 2008, The European Union adopted legislation requiring food products containing sunset yellow, quinoline yellow, carmoisine, allura red, tartrazine and ponceau 4R to bear a warning statement, may have an adverse effect on activity and attention in children. These colours are still approved for safe use in the European Union.
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Parents should always consult their health care provider regarding the management of their childs health, including the management of hyperactivity. The quality and safety of our ingredients and products and the wellbeing of our consumers are paramount to us, which is why we only use colours approved as safe by both national and European regulators. All ingredients used in our products, including colors, have been reviewed by numerous health authorities, are considered safe for use, and are permitted for use in beverages in the countries in which the products containing the ingredients are sold.
Colours
6.6 Why are the Powerade products so brightly coloured? The colours of Powerade ION4 and Powerade Zero help to make the drink more appealing as well as help in flavour perception, enabling you to easily differentiate between flavours. In accordance with the EFSA (European Food Safety Authority) advice, all colours in Powerade products are added at the lowest permitted level possible to achieve the desired colour. 6.7 Do Powerade products contain any of the colours identified in the Southampton study as associated with hyperactivity in children? Three Powerade ION4 products contain colours identified in the Southampton study. These are Citrus
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Consumer response for queries regarding use of E104/warning label on packs of Powerade Citrus: The quality and safety of our ingredients and products and the wellbeing of our consumers are paramount to us, which is why we only use colours approved as safe by both national and European regulators. After a recent review, the European authorities reiterated that E104 is safe to consume but also decided that food products that contain it must carry the warning. We always follow requirements and guidance from 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 informed choice. And we are also responsive to changing consumer preferences for example, for several years now in Europe we have replaced non-natural colours in some of our products with natural ingredients, such as fruit and vegetable extracts, to give our drinks colour. 6.8 Do Powerade products contain any banned additives? No. All ingredients used in our products, including colors, have been reviewed by numerous health authorities, are considered safe for use, and are permitted for use in beverages in the countries in which the products containing the ingredients are sold. 6.9 Is one colour any better or worse for you? All ingredients used in our products, including colors, have been reviewed by numerous health authorities, are considered safe for use, and are permitted for use in beverages in the countries in which the products containing the ingredients are sold. The variation in colour is used to define the different flavours available.
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Sodium and salt
6.10 Why do Powerade products contain sodium? Sodium is one of the main minerals lost in sweat. Studies have shown that replacing sodium lost in sweat during prolonged, intense exercise sessions is essential to facilitate fluid absorption, maintain fluid balance, help the body to hold onto water and stimulate the desire to drink. This effective hydration combined with the carbohydrate fuel in Powerade ION4 enables people participating in prolonged, intense sports or exercise sessions to perform at their best for longer. All Powerade products contain 0.25 g or less of sodium per 500 ml bottle. All Powerade products actually only contain 0.25 g or less of sodium per 500 ml bottle, which is less than you would normally find in an equivalent quantity of milk. The Guideline Daily Amount for salt is 6 g (2.4 g of 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; therefore it is important to maintain sodium levels during prolonged, intense exercise that results in the loss of significant quantities of fluid and sodium through perspiration with a sodium containing drink such as Powerade. 6.12 Is the salt in Powerade products bad for you? All Powerade products actually only contain 0.25 g or less of sodium per 500 ml bottle, which is less than you would normally find in an equivalent quantity of milk. When you sweat, you lose both water and minerals. The main electrolyte lost in sweat is sodium. The amount of sodium in sports drinks is based on the guidelines of the Scientific Committee for Food Report, which has reviewed a variety of studies, looking at sweat losses of individuals exercising in temperate or hot environments. Powerade ION4 and Powerade Zero help to replenish what is lost through sweat. 6.14 Some supermarkets have removed all artificial sweeteners & preservatives; do Powerade plan to do this? Powerade does not contain preservatives. The low-calorie sweeteners used in Powerade products are safe and permitted for such use. 6.15 Is there a limit to how much Powerade ION4 I can safely drink in a day? Powerade ION4 is designed for adults who are physically active and participate in sport and exercise. All of the ingredients used have been tested and found to be safe for consumption at the levels present. Although we have not heard of any issues with over-consumption, we would advise that Powerade ION4 is consumed in a manner consistent with your need to rehydrate and refuel. *Remember that all foods and beverages with calories have the potential of 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. 6.16 Is glucose better than fructose or sucrose? What is the difference in a sports drink? The types of carbohydrates used in sports drinks tend to be those that can be utilised quickly by the body; glucose and sucrose tend to be commonly used. Fructose is also used but in conjunction with glucose, as there is a synergistic effect. However, consuming large concentrations of fructose on its own is not recommended as it may cause gastrointestinal disturbances.
REfERENCES
Vrijen, D. M. J. and Rehrer, N. J., Sodium-free fluid ingestion decreases plasma sodium during exercise in the heat, J Appl Physiol, 86(6):18471851, 1999 Watson, P., Love, T. D., Maughan, R. J., Shirreffs, S. M., A comparison of the effects of milk and a carbohydrate-electrolyte drink on the restoration of fluid balance and exercise capacity in a hot, humid environment, Eur J Appl Physiol, 104:633642, 2008 6.11 Isnt salt bad for you? Health authorities believe that a high sodium intake increases the risk for high blood pressure and cardiovascular disease. However, sodium, a component of salt, consumed at an appropriate level is an essential nutrient for healthy functioning of the body. As sodium is soluble in water it can be lost in sweat; therefore, when involved in prolonged, intense physical activity it is important to replenish sodium lost in 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 refrigerated and consumed within 3 days to be at their best.
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6.17 What do the vitamins in Powerade do to the body? Powerade ION4 and Powerade Zero do not contain any B- Vitamins. For countries that do have Powerade products which contain B- Vitamins: In general, B vitamins help to release the energy from food. The majority of people can obtain sufficient amounts of these vitamins through a healthy balanced diet. 6.18 Protein is a key part in the recovery process after exercise, do Powerade products contain protein? Recovery is a state after exercise. Recovery encompasses a complex range of processes that include: Refuelling the muscle and liver glycogen (carbohydrate) stores. Replacing the fluid and electrolytes lost in sweat Manufacturing new muscle protein, red blood cells and other cellular components as part of the repair and adaptation process. Allowing the immune system to handle the damage and challenges caused by the exercise bout. The emphasis an athlete needs to place on each of these broad goals will vary according to the demands of the exercise session. Protein intake is one part of the recovery process. Protein has been considered a key nutrient for sporting success by athletes of all areas and in all sports. But further work is required to fine tune guidelines for the optimum amounts, type and timing of intake of this nutrient and to confirm that these eating strategies lead to an enhancement of the goals of training and exercise. It appears sensible to focus on the total balance of the diet and the timing of protein-carbohydrate meals and snacks in relation to training, rather than on high protein intakes per se. Powerade ION4 and Powerade Zero do not contain protein. Powerade ION4 has been scientifically formulated to contain a combination of readily available carbohydrates and minerals to enable people participating in sports and exercise to perform at their best for longer, by helping the body rehydrate and refuel. 6.19 Are the Powerade products tested for banned substances that are found on the World Anti-Doping Agency (WADA) list? The Powerade formulations across Europe do not contain any ingredients listed on the WADA (World Anti-Doping Agency) Prohibited List of Banned Substances. You can be assured our products include ingredients only in the amounts that are proven to be safe and effective in accordance to European regulations and are manufactured according to internationally recognised quality systems. All Powerade products are formulated and manufactured according to strict national and European Regulations and consumers who buy our drinks can be confident they are buying products that have been produced to the highest quality standards.
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Hydration
7.1 How much liquid do we need to consume a day? It is recommended that adults consume approximately 2 - 2.5 l of liquid per day. This liquid can come from food, as well as drink, and does not need to be consumed as plain water. In fact, all beverages, including those that are sweetened or unsweetened and those that also contain caffeine, contribute to hydration. Research has shown that dehydration equivalent to 2% body weight lost via perspiration can impair performance. 7.2 What does a drop in hydration equivalent to 2% body weight lost via perspiration mean in terms of impact on performance? Research has shown that dehydration equivalent to 2% body weight lost via perspiration can significantly impair performance. There are multiple symptoms associated with dehydration, these include: Reduced blood volume. Increased perception of effort. Headache, nausea, insomnia. Impaired mental function. 7.3 Would you recommend using Powerade ION4 to hydrate on a day when you are not exercising? It is important to stay hydrated at all times. Although Powerade ION4 has been designed for people engaged in prolonged, intense exercise sessions who have lost significant quantities of fluid and sodium through perspiration, there is no health risk associated with drinking it at other times for healthy individuals. *Remember that all foods and beverages with calories have the potential of adding excess calories to the diet. When consuming caloric beverages, like Powerade ION4, its important to remain within
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your daily calorie limits while meeting your nutrition and hydration needs. For those who want hydration without calories, Powerade Zero is a zero-sugar, calorie-free drink. It is designed to help your body absorb and retain fluid, preventing dehydration (which can affect your performance), ideal when fuel replenishment isnt essential. Powerade ION4 has been formulated to replace minerals that have been lost through sweat, particularly sodium. For those that are sodium sensitive, it would be advisable to seek medical advice before drinking Powerade ION4 when not exercising. 7.4 Is 500 ml the optimum amount to drink while exercising? How do I know I havent drunk too much/ too little? It is very difficult to prescribe amounts that people should drink; as everyone is different, the amount you sweat varies widely depending on factors such as the type of exercise, level of intensity and the local environment. The amount of beverage consumed during an exercise session should replenish the volume of fluid lost through sweating. For a rough estimate, record your weight before and after exercise, the difference in weight (taking off the weight of anything you have drunk, roughly 100 ml = 100 g) will indicate the approximate amount of fluid lost during exercise. 7.5 How do I know how much I need to drink and replenish the fluids I have lost? The amount of beverage consumed during an exercise session should replenish the volume of fluid lost through sweating. For a rough estimate, record your weight before and after exercise, (taking off the weight of anything you have drunk, roughly 100 ml = 100 g) the difference in weight will indicate the approximate amount of fluid lost during exercise.
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7.6 Could you drink too much Powerade ION4? Powerade ION4 is designed for exercising individuals. All of the ingredients used have been tested and found to be safe for consumption at the levels present. Although we have not heard of any issues with overconsumption, we would advise that Powerade ION4 is consumed in a moderate manner. *Remember that all foods and beverages with calories have the potential of 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. For those who want hydration without calories, Powerade Zero is a zero-sugar, calorie-free drink. It is designed to help your body absorb and retain fluid, preventing dehydration (which can affect your performance), ideal when fuel replenishment isnt essential. 7.7 In the 2007 London Marathon, a runner died from drinking too much water. Could Powerade have helped in this situation? Hyponatraemia, a serious condition in which blood sodium levels become too low, can develop as a result of many diseases and conditions. It can also result from drinking excessive amounts of fluids, usually over a short period of time, in the absence of sodium supplementation. This form of hyponatraemia is commonly referred to as water intoxication. On rare occasions, hyponatremia can be a problem for athletes who experience excessive sodium loss through perspiration as part of prolonged exercise or heat exposure, such as running a marathon. The World Health Organization (WHO) has documented this condition in mountain climbers who have used melted snow to prepare their beverages, without supplementation with the necessary ions or electrolytes. During prolonged exercise or heat exposure that results in the loss of sodium through perspiration, it is important to replace not only water, but also sodium and other electrolytes. The (U.S.) Centers for Disease Control and Prevention recommends food, such as salty snacks, or solutions similar to commercial electrolyte drinks, during prolonged exercise or heat exposure. A position statement published jointly by the American College of Sports Medicine, the American Dietetic Association, and Dietitians of Canada recommends that athletes taking part in endurance events lasting longer than two hours consume sports drinks containing sodium, potassium, and carbohydrate. Symptoms of hyponatraemia include: Bloating. Nausea. Headaches. Loss of co-ordination. Fatigue.
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Dental health
8.1 Does Powerade ION4 cause dental erosion? Any acidic food or beverage, including Powerade ION4, has the potential to contribute to dental erosion. Sports drinks are, in fact, very similar in acidity to many fruit juices. It is advisable to consume acidic food and beverages in moderation and brush teeth with fluoride toothpaste twice a day. Many fruit juices contain nutrients not found in sports drinks. 8.2 Is it true that sports drinks are worse for your teeth than carbonated soft drinks? All fermentable carbohydrates (sugars and some starches), including those provided by caloric sports drinks and caloric sparkling beverages, can contribute to the development of tooth decay if proper dental hygiene is not practiced. Likewise, any food or beverage that is acidic, including acidic sparkling beverages, has the potential to play a role in the erosion of tooth enamel. Other factors also are associated with these conditions. Good dental hygiene practices can help reduce the risk of tooth decay and enamel erosion. It is advisable to consume acidic food and beverages in moderation and brush teeth with fluoride toothpaste twice a day. 8.3 As a recreational user, is it better to sip Powerade ION4 so that you get the benefits of the carbohydrates over a prolonged period of time rather than drinking it quickly to avoid contact with the teeth? Drinking practices can vary depending on the type of exercise you are involved in. Someone working out in the gym would probably be able to drink a little at a time, whilst someone playing football would only be able to drink at half time. Ideally, you should try not to hold
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or swish sports drinks around the mouth. Beverages naturally leave the mouth quickly after they are swallowed, which helps reduce the time your teeth are exposed to sugar and acids. It is advisable to consume acidic food and beverages in moderation and brush teeth with fluoride toothpaste twice a day. 8.4 There have been studies which showed that sports drinks encourage tooth decay in athletes, as during exercise there is not enough saliva to breakdown the acids in the product. How would you respond to this? When people exercise they produce less saliva. Saliva helps to protect teeth by helping to buffer the effects of acids from beverages and foods, reducing the erosive effect on tooth enamel. Although Powerade ION4 contains less sugar than many other soft drinks, we would recommend that everyone practice good oral hygiene for the protection of teeth. If you feel that you produce less saliva during your workout: Try not to hold or swish sports drinks around the mouth. Beverages naturally leave the mouth quickly after they are swallowed, which helps reduce the time your teeth are exposed to sugar and acids. Drink fluoridated tap water as much as possible. 8.5 Can I do anything to prevent dental erosion from drinking Powerade ION4? To reduce the risk of dental erosion we suggest you consume acidic food and beverages in moderation, practice good oral hygiene and brush your teeth regularly with fluoride toothpaste. Further tips include: Try not to hold or swish sports drinks around the mouth. Beverages naturally leave the mouth quickly after they are swallowed, which helps reduce the time your teeth are exposed to sugar and acids. Drink fluoridated tap water as much as possible.
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Powerade products
Whatever sport or activity youre involved in, when you sweat, your body loses more than just water it also loses minerals. So no matter who you are, or what sport youre doing hydration is vital. 9.1 What are the benefits of Powerade ION4?
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ION4 goes beyond simply replacing lost fluids by adding appealing flavours to help support fluid consumption. Powerade ION4 is formulated specifically to deliver four electrolytes lost in sweat. Powerade ION4 also delivers carbohydrates to fuel muscles and help sustain performance. Flavour and temperature are two important characteristics that make a big difference to how much you will drink. Without realising, you may not be drinking enough to restore your fluid balance after working out. Studies of voluntary fluid intake patterns across a range of sports show that athletes typically replace only 30-70% of sweat lost during exercise so youre not the only one who may be finishing a training session or competition with a mild or moderate level of dehydration. To help your fight against dehydration, unlike water, Powerade ION4 doesnt switch your thirst receptors off prematurely. In other words, it helps keep you feeling thirsty until youre properly rehydrated. *Remember that all foods and beverages with calories have the potential of 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.
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CARBOHYDRATES
GLUCOSE + FRUCTOSE
WATER
ELECTROLYTES
SODIUM, POTASSIUM MAGNESIUM, CALCIUM
EFFECTIVE HYDRATION + SUSTAINED PERFORMANCE
Powerade ION4 is an isotonic [terminology not to be used in Spain] sports drink containing fluid, four of the minerals [Tier 1 countries]/ minerals [Tier 2 countries] lost in sweat for hydration and carbohydrates to rapidly replenish the fuel your body loses during exercise. When you drink Powerade ION4, its minerals (sodium) encourage your body to absorb fluid and maintain fluid balance. Youre replacing carbohydrates, too, so your working muscles are supplied with fuel and you can sustain your physical and mental performance longer when you exercise. If youve got a taste for Powerade ION4 over water, youll be glad to know theres a reason. Powerade
REfERENCES
Coyle EF, Fluid And Fuel Intake During Exercise. J Sports Sci 2004; 22:3955. Hubbard RW, Sandick BL, et al. Voluntary dehydration and alliesthesia for water, J Appl Physiol 1984; 57:868-875 Passe DH, Horn M, Murray R. Impact of beverage acceptability on fluid intake during exercise. Appetite 2000;35:219
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Minehan MR, Riley MD, Burke LM. Effect of flavor and awareness of kilojoule content of drinks on preference and fluid balance in team sports. Int J Sports NutrMetab 2002;12:81 Wilk B and O Bar-Or. Effect of drink flavor and NaCl on voluntary drinking and hydration in boys exercising in the heat. J Appl Physiol 80:11121117, 1996 9.2 When should I use Powerade ION4? Powerade ION4 is specially designed for use during and after prolonged, intense exercise when the fluids, minerals and carbohydrates (fuel) in the drink are most beneficial to performance. Using Powerade ION4 during exercise helps to replace the fluid and minerals lost through sweat, thereby preventing dehydration, and to supply fuel for the working muscles to help sustain your performance. It can also be used after exercise to help provide effective refuelling and rehydration. Athletes can still benefit from drinking Powerade ION4 BEFORE exercise to maintain an optimum hydration level and help build up their glycogen stores. 9.3 What are the benefits of Powerade Zero? Powerade Zero is a great-tasting, zero sugar, calorie free drink that helps rehydrate the body without adding back the calories.*
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9.5 What is the difference between Powerade ION4 and Powerade Zero? Athletes and individuals who take part in exercise have different needs during different exercise occasions. Through Powerade ION4 and Powerade Zero, Powerade provides options to meet the needs of more individuals during these different exercise occasions. Whats important to remember is that during training or competition, athletes and others involved in prolonged, intense physical exercise sessions need to replace the fluid and minerals lost through perspiration and carbohydrate fuel for their working muscles. Rehydration and refuelling with Powerade ION4 can help sustain your performance so that you perform at your best for longer. *Remember that all foods and beverages with calories have the potential of 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. Powerade Zero offers similar hydration benefits as Powerade ION4 but with no carbohydrate energy (and calories) and is a great option for shorter duration or lower intensity exercise sessions or workouts.
CARBOHYDRATES
WATER
ELECTROLYTES
SODIUM, POTASSIUM
OPTIMUM FITNESS HYDRATION FOR LIGHT EXCERCISE SESSION < 60 MINS
9.4 When should you drink Powerade Zero? Powerade Zero is for those engaged in lighter intensity sessions that last less than 60 minutes. It is been designed to help your body absorb and retain fluid, preventing dehydration (which can affect your performance), without adding back calories. Using Powerade Zero DURING exercise helps to replace the fluid lost through sweat, thereby preventing dehydration which can affect your performance. Athletes and exercising individuals can still benefit from drinking Powerade Zero, BEFORE the exercise or sporting activity to help achieve an optimum hydration level. If your aim is to reduce caloric intake, then why not try Powerade Zero. It contains zero calories which means its ideal for exercise sessions in which fuel replenishment isnt essential and you dont want to put the calories that you burn back in.
Powerade Zero has been designed to help your body absorb and retain fluid, preventing dehydration (which can affect your performance), without adding back calories. It can also be used before exercising to achieve optimum hydration levels.
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Glossary
Carbohydrates Carbohydrates are a common source of energy for living organisms and are used up during exercise. In Powerade ION4, carbohydrates are supplied in the form of glucose and fructose, which are simple forms of sugar readily absorbed by the body. They are the best source of fuel for athletes. Fuel/energy Your body needs fuel, sometimes referred to as calories or energy, in order to function. Fuel comes in three basic forms: protein, simple and complex carbohydrate, and fat, which are then converted into energy. Carbohydrates are the best source of fuel for athletes as they are most easily digested. Hypertonic Hypertonic sports drinks have 8 g or more carbohydrates per 100 ml of water and have a higher concentration of substances than your blood. They contain even higher levels of carbohydrates than isotonic drinks and they generally dont contain adequate amounts of minerals. An example of a hypertonic drink is fruit juice. They are useful when carbohydrate needs are high and sweat rates are lower. Hypotonic Hypotonic sports drinks have 3 g or less carbohydrate per 100 ml of water and have a lower concentration of substances than your blood. An example of a hypotonic drink is water. Hypotonic sports drinks are great for those taking part in lighter training or sports sessions lasting 60 minutes or less that are low to moderate in intensity and also for individuals exercising to maintain fitness or weight management. Isotonic Isotonic sports drinks have 4-7 g carbohydrates per 100 ml of water and contain substances with a total concentration that is similar to blood; this allows for fast absorption of water, sodium and glucose and is ideal for rehydrating and refuelling. Minerals/electrolytes Minerals are an essential part of our diet for body functioning and structure. They help to build body tissues or to regulate metabolic activities. They are also sometimes called electrolytes as some minerals become ions in solution and acquire the capacity to conduct electricity. An example of this is sodium. Osmolality Osmolality is a measure of the number of particles in a solution and can affect absorption properties. For example, water has a very low osmolality (close to zero very few particles) and cranberry juice drink has a very high osmolality (large amount of sugar, 29 g per 250 ml). The osmolality of Powerade ION4 is similar to that of our blood. If beverage osmolality becomes too high (e.g. soft drinks and fruit juices), the rate of fluid absorption is slowed and can promote stomach upset during exercise. Sodium Sodium and chloride ions are the two major components of salt. Sodium is an essential part of our diet but only small amounts are required. It helps to regulate the bodys fluid balance. Sodium is the main mineral lost through sweat, and therefore when exercising it is important to replenish levels of sodium to prevent hyponatraemia, a serious condition in which blood sodium levels become too low.
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Appendix 1 Question 2.3 supporting information
Below we include some excerpts from the most important studies and reviews addressing the benefits of sports drinks for rehydration: Costill DL, Sparks KE (1973) Rapid fluid replacement following thermal dehydration. J Appl Physiol 34:299303 The key role played by electrolytes in promoting postexercise rehydration was first highlighted by Costill and Sparks (1973). They showed that ingestion of a glucose-electrolyte solution after a relatively severe degree of dehydration (4% of the pre-exercise body mass) resulted in a greater restoration of plasma volume than did plain water: a higher urine output was observed on the water trial. Nose H, Mack GW, Shi X, Nadel ER. (1988) Role of osmolality and plasma volume during rehydration in humans. JAppl Physiol 65:325 31 Nose et al. in 1988 reported that ingestion of plain water after exercise resulted in a prompt diuresis due to a rapid reduction in plasma sodium concentration and osmolality. The electrolyte composition of ingested drinks has been shown to influence the time course and magnitude of post ingestion changes in blood volume and composition. The subjects induced a fluid deficit equivalent to 2.3% of body weight by exercising at low intensity in the heat for 90110 min, and were then allowed to rest for 1h before beginning to drink. When plain water was ingested together with capsules containing sucrose, plasma volume was not restored until after 60 min. In contrast, when sodium chloride capsules were ingested with water to give a saline solution with an effective concentration of 0.45% (77 mmol/l), plasma volume was restored within 20 min. In the NaCl trial, voluntary fluid intake was higher and urine output was less; 71% of the water loss was retained within 3h compared with 51% in the plain water trial. Gisolfi CV, Summers RW, Schedl HP, bleiler TL, Oppliger RA (1990) Human intestinal water absorption: direct vs. indirect measurements. Am J Physiol. feb;258(2 Pt 1):G216-22 This study compared fluid absorption of distilled water, an isotonic carbohydrate-electrolyte (CE; 4% sucrose, 2% glucose, 17.2 meq/l NaCl, and 2.8 meq/l KCl) solution, and a hypertonic 10% glucose solution in the human small intestine. The isotonic carbohydrate electrolyte solution promoted greater fluid absorption than distilled water. Gonzalez-Alonso J, Heaps CL, Coyle Ef (1992) Rehydration after exercise with common beverages and water. Int J Sports Med 13:399406 Gonzalez-Alonso et al. 1992 confirmed that a carbohydrate-electrolyte solution (60 g/l carbohydrate, 20 mmol/l Na+, 3 mmol/l K+) resulted in promoting a more effective rehydration after exercise than either plain water or a low-electrolyte diet cola: the difference between the drinks was primarily a result of the differences in the volume of urine produced. They did establish that this was because of the high urine flow that ensued, even drinking large volumes of electrolyte-free drinks did not allow subjects to remain in positive fluid balance for more than a very short time. Also, the decline in blood volume as a result of exercise was not restored during the rehydration period by ingesting either plain water or a low-electrolyte diet cola, whereas blood volume was fully restored with the carbohydrate-electrolyte solution (sports drink). Shirreffs SM, Taylor AJ, Leiper Jb, Maughan RJ (1996) Post-exercise rehydration in man: effects of volume consumed and drink sodium content. Med Sci Sports Exerc 28:12601271 Shirreffs et al. (1996) showed that if adequate volume of fluid is consumed, euhydration is achieved when sodium intake is greater than sodium loss. Ingesting a beverage containing sodium not only promotes rapid fluid absorption in the small intestine but also allows the plasma sodium concentration to remain elevated during the rehydration period and helps maintain thirst while delaying the stimulation of urine production. Wemple RD, Lamb DR, McKeever KH. (1997) Caffeine vs. caffeine-free sports drinks: effects on urine production at rest and during prolonged exercise. Int J Sports Nutr;18:406 The authors studied a group of subjects who were dehydrated by 3% of body mass and were subsequently presented, over a 3 hour period, with flavoured water containing an artificial sweetener, with a 6% carbohydrate drink containing 25 mmol/l NaCl, or a 6% carbohydrate drink containing 50 mmol/l NaCl. As expected, the sodium-free drink resulted in a rapid fall in plasma sodium concentration and in plasma osmolality, and both the sodium drink were effective in restoring plasma volume. Both of these factors are likely to reduce the drive to drink and the greatest volume consumed was with the 25 mmol/l drink.
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Shirreffs SM, Maughan RJ (1998) Volume repletion after exercise induced volume depletion in humans: replacement of water and sodium losses. Am J Physiol 274:f868f875 In a study by Shirreffs and Maughan (1998) where they tested the addition of sodium to fluids ingested after exercise-induced volume depletion and that a significant effect on the restoration and maintenance of whole body fluid balance occurs. They employed a dehydration/ rehydration protocol and the drinks provided had sodium concentrations of 0, 25, 50 and 100 mmol/l. The results shown that subjects retained a mean of 59% of the ingested volume over the 6h after drinking when the beverage had a 50 mmol/l sodium concentration but a mean of only 37% when virtually no sodium was present (0 mmol/l). Urine production over the 6h recovery period - a measure of the effectiveness of hydration - was inversely related to the amount of sodium ingested. These results confirm the importance of replacement of sodium as well as water for volume repletion after sweat loss. Vrijens DMJ and Rehrer NJ. (1999)Sodium-free fluid ingestion decreases plasma sodium during exercise in the heat. Am J Physiol 86(6): 18471851 The objective of this study was to assess whether consumption of sodium-free fluid (such as water) in amounts to match fluid loss, when sweat rates are high, can lower the plasma sodium concentration and thereby possibly precipitate the development of hyponatraemia. A comparison was made between fluid replacement with water and a sports drink, which contained 18 mmol/l sodium, in terms of plasma sodium concentration.
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Plasma sodium concentrations decreased to a greater extent with water ingestion than with ingestion of the sports drink, and the rate of sodium change was also greater with water than with the sports drink. This can contribute to the development of hyponatraemia under certain conditions. This contention is supported by the fact that one of the subjects taking part in the study actually did develop hyponatraemia (plasma sodium 128 mmol/l) at the end of the water trial. Shirreffs SM, Argon-Vargas Lf, Keil M, Love TD, Phillips S. (2007) Rehydration after exercise in the heat: a comparison of 4 commonly used drinks. Int J Sport Nutr Exerc Metab 17: 244-258 To determine the effectiveness of 3 commonly used beverages in restoring fluid and electrolyte balance in volunteers dehydrated by 1.94% 0.17% of body mass by intermittent exercise in the heat, then ingested a carbohydrate-electrolyte solution (Gatorade), carbonated water/apple-juice mixture (Apfelschorle) and San Benedetto mineral water in a volume equal to 150% body-mass loss. This study investigated the effectiveness of 4 commercially available beverages in restoring fluid and electrolyte balance after exercise-induced dehydration of 1.94% 0.17% body mass. The difference in fluid balance at the end of the study period was 328 mL (~0.5% of body mass) between the Gatorade and Evian trials. The recovery of plasma volume to levels greater than post exercise was achieved 1h after rehydration in the Gatorade trial, whereas in the Evian and San Benedetto trials this was achieved 3h later. The authors advice that, although water is the preferred choice of most of these consumers, if they are choosing mineral waters for their perceived rehydration benefits resulting from their electrolyte content, our data suggest that consumers are not making the best choice. Sawka MN, burke LM, Eichner ER, Maughan RJ, Montain SJ, Stachenfeld NS.(2007) American College of Sports Medicine position stand .Exercise and fluid replacement. Med Sci Sports Exerc.39:377-390 During exercise, consuming beverages containing electrolytes and carbohydrates can provide benefits over water alone under certain circumstances. After exercise, the goal is to replace fluid and electrolyte deficits. Consuming beverages and snacks with sodium will help expedite rapid and complete recovery by stimulating thirst and fluid retention. Merson S,Maughan R, Shirreffs S. (2008) Rehydration with drinks differing in sodium concentration and recovery from moderate exercise-induced hypohydration in man. Eur J Appl Physiology:103:585594 This study investigated how differing moderate sodium chloride concentrations affect rehydration after exercise and subsequent exercise capacity, eight males lost 1.98 0.1% body mass exercising in the heat, then consumed one of four drinks in a volume equivalent to 150% of mass loss. Drinks were identical except for sodium chloride content (1 1, 31 1, 40 1, 50 1 mmol/l). After 4h recovery subjects had to cycle until volitional fatigue. Urine output was inversely related to sodium intake: more was produced with the 1 than the 40 and 50 mmol/l drinks (P < 0.01). They concluded that the addition of 40 or 50 mmol/l of sodium chloride to a rehydration beverage reduced subsequent urine output, thereby providing more effective rehydration than a sodium-free drink. Shirreffs SM. (2009) Hydration in sport and exercise: water, sports drinks and other drinks. Nutrition bulletin Volume 34(4):374379 In her review Shirreffs clearly states that we do not lose plain water when we sweat and plain water alone will not allow us to recover effectively. Generally drinking plain water is better than drinking nothing but drinking a properly formulated carbohydrate electrolyte sports drink will allow for an even better exercise performance with benefits being gained from both its carbohydrate content and the water and electrolyte content. Of importance for rehydration purposes after exercise is consumption of both an adequate volume (greater than the sweat volume lost) and quantity of sodium. Without both of these, rehydration will be neither rapid nor complete. There is scientific evidence available to indicate that the ingestion of carbohydrate-electrolyte beverages may be more effective than water in minimising fluid deficits, resulting in a more effective hydration. Consumption of beverages containing electrolytes and carbohydrates can help sustain fluid and electrolyte balance and endurance exercise performance. Osterberg KL, Pallardy SE, Johnson RJ, Horswill CA. (2010) Carbohydrate exerts a mild influence on fluid retention following exercise-induced dehydration. J Appl Physiol 108: 245250
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The purpose of this study was to determine the effect of graded levels of carbohydrate on fluid retention following exercise-induced dehydration. Fifteen heat-acclimatised men exercised in the heat for 90min with no fluid to induce 23% dehydration. The experimental beverages consisted of a flavoured placebo with no electrolytes (P), placebo with electrolytes (P _ E), 3%, 6%, and 12% carbohydrate solutions with electrolytes. All beverages contained the same type and concentration of electrolytes (18 meq/l Na_, 3 meq/l K_, 11 meq/l Cl_). Fluid retention was significantly greater for all carbohydrate beverages compared with P (66.3 _ 14.4%). P _ E (71.8 _ 9.9%) was not different from water, 3% (75.4 _ 7.8%) or 6% (75.4 _ 16.4%) but was significantly less than 12% (82.4 _ 9.2%) retention of the ingested fluid.
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Appendix 2 Key TCCC contact list
If you need further clarification, please contact the following: EUROPE GROUP SRA Thalia Constantinidou Innovation and Nutrition Director SRA Europe Group Tel: + (32) (0)2559 2252 Mobile: + (32) (0)491 169 756 Ellie Hadjilucas Nutrition and Sports Sciences Manager SRA Europe Group Tel: + (32) (0)2559 2269 Mobile: + (32) (0)471 999 976 EUROPE GROUP LEGAL Cristina Rossi Legal Counsel Benelux Food Law and Juice Business Tel: + (32) (0)2559 2739 Mobile: + (32) (0)497 052 388 bRAND MARKETING EUROPE Beth Miles Stills and Innovation Marketing Manager Tel: + (44) (0)208 237 3544 Mobile: + (32) (0)781 7498 518 ASA (Advertising Standards Authority) Gb INCIDENT SRA Thalia Constantinidou Innovation and Nutrition Director SRA Europe Group Tel: + (32) (0)2559 2252 Mobile: + (32) (0)491 169 756 Ellie Hadjilucas Nutrition and Sports Sciences Manager SRA Europe Group Tel: + (32) (0)2559 2269 Mobile: + (32) (0)471 999 976 Fiona Angus Scientific and Regulatory Affairs Manager GB/I SRA Tel: + (44) (0)208 237 3160 Email: fangus@coca-cola.com Helen Munday Director Scientific and Regulatory Affairs GB/I SRA Tel: + (44) (0)208 237 3547 Email: hmunday@coca-cola.com ASA (Advertising Standards Authority) Gb INCIDENT LEGAL Cristina Rossi Legal Counsel Benelux Food Law and Juice Business Tel: + (32) (0)2559 2739 Mobile: + (32) (0)497 052 388
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2012 Powerade

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2012 Powerade

5. Kids consumption and marketing to children

OPTIMUM FITNESS HYDRATION FOR LIGHT EXCERCISE SESSION < 60 MINS

ADE ER ITS OW Ef 1.PbEN

RAPID HYDRATION + SUSTAINED PERFORMANCE

When to drink Powerade products?

Other Powerade product benefits/uses

ERS ATTE DRN WA HTYER THA bE T

UCT S OD SON .PR ARI 3 P OM C

ERS ATTE DRN WA HTYER THA bE T

Approximate nutritional content per 250 ml serving:

TSY I STE bAE E O 4.D DI b N

DSION KIMPT 5.SU G

What is in Powerade ION4 and Powerade Zero?

DE RATS WEIEN .PO RED 6 ING

ION RAT HYD 7.

EFFECTIVE HYDRATION + SUSTAINED PERFORMANCE

OPTIMUM FITNESS HYDRATION FOR LIGHT EXCERCISE SESSION < 60 MINS

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