As author of a book about the history of Gatorade , I know that when there's a product that even remotely competes with Gatorade, that product has a hard time marketing itself. That's because the folks at Gatorade have smartly locked up almost every avenue. Case in point, there's a new product called Enlyten Sports Strips.
It seems like a good idea. It's basically electrolytes on one of those cool strips you put into your mouth. Company officials claim that it delivers sodium and potassium to the athlete quicker than Gatorade does because it enters the bloodstream through the mouth. They say it's a faster and more effective than going through the stomach.