Watch out Gatorade, here comes Enlyten

A new electrolyte replacement strip product called Enlyten has hit the market in 2007 and it had respected CNBC sports business writer, Darren Rovell, speculating that “[Gatorade is]  going to wind up buying Enlyten in a couple of years.”  And Darren should know, he is the author of a book on the history of Gatorade called, “First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon”.

Darren’s CNBC article goes on to point out an early conflict between Gatorade and Enlyten:

Anyway, Enlyten’s president is Dan Kelly, brother of Hall of Fame quarterback Jim Kelly. Enlyten placed an ad in the Buffalo Bills game program calling itself the official electrolyte strip of the Bills. According to my sources, Gatorade wasn’t happy about this and voiced their opinion with the league, saying that they own the official electrolyte replacement designation with all of the league’s teams.

Sure enough, earlier this week, the NFL sent a letter to all club marketing officials saying that Enlyten could not be an official sponsor of any team. The only thing the company could do was take out advertising, but that it would not have the use of the NFL shield or any of the team logos.

Darren also likes the science behind Enlyten and points out the results that it has alreay produced in trials:

As far as the science of it all, there are obviously conflicting interests at work. Scientists at Duke said that IV’s of its football players decreased by 75 percent by using Enlyten. Dr. C.T. Moorman, who has some serious credentials as director of Duke Sports Medicine Center, was so impressed he agreed to become chairman of the company’s sports advisory council.

Read the full text of the CNBC article here:  http://www.cnbc.com/id/21147333/

Try Enlyten for yourself:  http://allstrips.com/store. Or email “info (at) allstrips.com” for a free sample.

One Response to “Watch out Gatorade, here comes Enlyten”

  1. Mike23 Says:

    February 4th, 2009 at 2:32 pm

    There is no why Enlyten will ever compete with Gatorade! Gatorade dominates every aspect of the electrolyte replacement arena. Soon Gatorade will have their own sports strips and then bye bye Enlyten.

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