ADA expresses concerns over sports drinks aimed at children
The ADA has expressed concern over Gatorade’s Australian launch this week of its “world first” sports drink specifically targeting children under 13, “the tween market”. It is particularly disappointing given that company executives made verbal assurances to the association less than a year ago that children were not a prime market for its sports drinks.
Experts pour cold water on Gatorade
Kelly Burke Consumer Affairs Reporter
May 3, 2007
Sydney Morning Herald 03/05/07
www.smh.com.au
“WHEN we’re done, tap water will be relegated to showers and washing dishes.” The messianic ambitions of Gatorade’s former American president came a step closer to being realised in Australia this week, with the launch of a “world first” sports drink targeting children under 13.
But the product has not impressed nutritionists and dentists, who say the sugary, acidic beverages are contributing to childhood obesity and poor dental hygiene.
Of perhaps even greater concern is the way Gatorade Active Under13s is being promoted as an alternative to water, with claims by the manufacturer that its product is more effective at rehydrating children after sport.
The Australian Dental Association said Gatorade’s first foray into the “tween” market was particularly disappointing, given executives from the company had made verbal assurances to the association little more than a year ago that children were not a prime market for its sports drinks.
Dr Derek Lewis, the chairman of the association’s Oral Health Committee, said there was evidence showing that the acid content in sports drinks was contributing to dental erosion and dissolving the hard enamel.
In the promotional material for the new sports drink, Simone Austin, the consultant dietitian to the Australian cricket team, is quoted as saying: “For very active kids, water is not enough.”
Ms Austin said yesterday she stood by her endorsement of Gatorade but was not suggesting the product should replace water entirely. “Children generally want something that they can taste. If they like the flavour they’re likely to drink more,” she said.
But Dr Louise Baur, a pediatrician at the Children’s Hospital at Westmead and the director of the University of Sydney’s NSW Centre for Overweight and Obesity, said sports drinks were unnecessary for children and adolescents, and their consumption was part of the growing childhood obesity problem. “If kids are thirsty, they’ll drink water if water is provided,” she said.
A spokesman for Gatorade said the company was not recommending to children its product replace water, and that the promotional material was “for media purposes only”.