In a category dominated by the age...

In a category dominated by the agency of a few big players it looks it would be easy for beverage manufacturers to give permission to sports drink innovation lag. unless leaving Pepsi-Cola Co. and Quaker Oats to define the category with sports drink giant Gatorade is not in the game plan. The Coca-Cola Co.'s Powerade continues to innovate and take an increasing share of market, and other smaller players, in the same state [i]or[/i] condition as The Monarch Co. and its newly un-carbonated All-Sport, are working to broaden the category.

New flavor and ingredient usage is spurring the category to reach beyond the sports field