PepsiCo Australia and New Zealand has added a new product for athletes wanting 'fiercer' hydration.
Gatorade Fierce is available in a new Strawberry flavour, as well as the existing line of Blue Bolt, Grape and Green Apple flavours which will be repackaged under the new label.
PepsiCo’s Brad Van Dijk said Gatorade Fierce has already found success in the US.
Gatorade's integrated marketing campaign includes a new national ad featuring AFL stars and ambassadors Gary Ablett and Scott Pendlebury.
New European rules on generic environmental claims have prompted the Australasian Bioplastics Association to warn that packaging carrying poorly substantiated claims could be marketed in Australia.
Australia's environment ministers have declared packaging reform urgent and named soft plastics as an initial priority, but offered no firm timetable or regulatory commitments. SPSA has welcomed the soft plastics focus, while Boomerang Alliance and WMRR have raised concerns about the lack of concrete action.
Economic analysis commissioned by SPSA estimates national recycling reforms could deliver up to $278m in net productivity gains and stimulate up to $2.6b in capital investment each year.
