Gatorade Courts Couch Potatoes

Even couch potatoes get thirsty. Quaker Oats Co. hopes to quench millions of those parched palates with a new line of Gatorade drinks aimed specifically at the non-athletic consumer.

The three-drink line, called Gatorade Frost, is scheduled for launch today and aimed at snaring the millions of couch potatoes who hold their nose at the thought of working up a sweat or the active person who doesn’t take part in sports.

“Where consumers currently might look to water to quench their active thirst, we foresee them turning to Gatorade Frost in the future,” said Sue Wellington, vice president of marketing for Gatorade.

The new drinks taste little-different from traditional Gatorade, although the labels have cool images instead of beads of sweat.