A couple weeks ago, I did a report on this new electrolyte strip called Enlyten SportStrips. It was touting itself as the alternative to Gatorade. Athletes could put the patented strip on their cheek and the company claimed it helped cramping and other effects associated with intense sporting activity. On the surface, I felt it was a really interesting idea and that's why I did a story on it.
But I knew almost right away that the greatest challenge for the company (HealthSport) would be marketing it. Enlyten did an endorsement deal with the Buffalo Bills, but when Gatorade found out about it, they told the league that they had bought the rights to be the official electrolyte replacement for all the teams. The league then sent out a letter saying as much and Enlyten lost its deal with the Bills.
Well, yesterday Enlyten filed a lawsuit against Gatorade and its parent company PepsiCo . The suit claims that when Enlyten entered into a deal with the Bills, they were informed by the Bills that it would not conflict with the Gatorade agreement because Gatorade's deal was only for "sports drinks, bars and gels."