@@img1St. Louis, Mo. – October, 2005 – Propel® Fitness Water will build on its continued success as the enhanced water category leader with the introduction of the first national enhanced water to be considered a good source of calcium per serving (10% DRI per eight ounce serving).
Propel Calcium®, which was officially introduced this week during the American Dietetic Association (ADA) Annual Conference in St. Louis, is a natural extension of the brand’s commitment to hydrate and nourish active bodies. Like the original Propel Fitness Water, Propel Calcium is a great tasting, low-calorie, vitamin-enhanced fitness water line that is flavored right to help active people stay better hydrated – and now offers the addition of calcium, which is important to maintaining an active lifestyle.
According to nutrition experts, calcium plays a critical role in the maintenance of strong bones. However, when it comes to getting enough calcium in their diet, most Americans fall short. In fact, the National Osteoporosis Foundation reports that many women are getting less than half the recommended Adequate Intake (AI) amount of calcium per day.
“According to the United States Department of Agriculture (USDA), approximately 79 percent of Americans do not consume the recommended Adequate Intake (AI) for calcium, which is 1,000 mg per day for individuals 19 to 50 years of age and 1,200 mg per day for people 50 years of age and over,” (1,2) said Stella L. Volpe, Ph.D., R.D., L.D./N., FACSM, Associate Professor and the Miriam Stirl Term Endowed Chair of Nutrition in the Division of Biobehavioral and Health Sciences at the University of Pennsylvania.
Propel Calcium has the same great taste profile as regular Propel Fitness Water, and each 8 oz. serving of Propel Calcium provides the equivalent of 10% of the Dietary Reference Intake (DRI) of calcium for individuals 19 to 50 years of age (1,000 mg) . A full 700 mL bottle of Propel Calcium provides nearly the same amount of calcium as an 8 oz glass of milk (300 mg), or approximately 30 percent of the daily recommended amount.
Propel Calcium will be available nationwide in both 500 mL and 700 mL sizes in three flavors starting in January 2006: Mango, Mandarin Orange and Mixed Berry. Like regular Propel Fitness Water, Propel Calcium contains only 10 calories per eight ounce serving.
“Our consumers recognize and trust The Gatorade Company’s hydration expertise which has been a driving force behind the leadership of Propel,” said Marie Devlin, vice president of new products for The Gatorade Company. “With Propel Calcium, fitness and sports nutrition experts have told us we’re providing an important new benefit for our active consumers. Calcium is an under-consumed nutrient and one that’s critical to maintaining strong bones, which benefit our consumers’ active lifestyles. With Propel Calcium, active people can get the added benefit of calcium in a great tasting hydration product,” she added.
According to data from Information Resources Inc (IRI) and AC Nielsen, enhanced water leads all beverage segments in growth rate (3). Propel Fitness Water continues to lead the enhanced water category with a 42.2% dollar share in total measured channels in 2005 (4). With a compound annual growth rate of more than 50% since its national introduction in 2002, Propel is poised for ongoing leadership of the enhanced water category as it introduces this exciting innovation.
Propel Calcium is non-carbonated and caffeine-free, and also contains B vitamins, in addition to calcium, which contribute to an overall healthy lifestyle. The source of calcium is FruitCal®, a patented calcium source comprised of calcium and two organic acids: citric acid and malic acid. According to research, FruitCal is better absorbed by the body than calcium carbonate (the calcium source frequently used in supplements) (5).
Propel Calcium will be line-priced with regular Propel Fitness Water, which retails for a suggested selling price of $1.09 – $1.39 for the 700 mL sports bottle and $4.99 for a 6-pack of 500 mL bottles. The product introduction will be supported by dedicated TV, print and online advertising, sampling, in-store promotions and public relations.
1. US Department of Agriculture, Agricultural Research Service. Data Tables: “Results from USDA’s 1994-96 Continuing Survey of Food Intakes by Individuals and 1994-96 Diet and Knowledge Survey.” Riverdale MD: ARS, USDA, February 1999.
2. Standing Committee on the Scientific Evaluation of Dietary Reference Intakes, Food and Nutrition Board, Institute of Medicine. 1997. Dietary Reference Intakes for Calcium, Phosphorus, Magnesium, Vitamin D, and Fluoride. National Academy Press: Washington, DC.”
3. IRI/AC Nielsen YTD Oct 2, 2005
4. IRI/AC Nielsen YTD Oct 2, 2005
5. Journal of The American Dietetic Association, 2005;105:807-809