Gatorade sales are on the rise, with U.S. volumes increasing by 10% in the second quarter and 3% overall for the first half of 2010. The brand had experienced declining sales during the recession, which executives attribute to advertising that strayed away from athletes -- the drink's core constituents. PepsiCo has put the drink back on track with a renewed focus on athletes and higher-priced, specialized varieties sold at GNC and Dick's Sporting Goods.

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