With its repositioning, Gatorade moved from mere hydration system to a sports-nutrition brand, there for athletes and fitness buffs from warm-up to finish line. But the effort has encountered a few hurdles as retailers are busting up the team.  Ideally, the full range of products for each of those platforms will be merchandised together, so consumers catch on to the idea that Gatorade meets needs before, during and after exercise.
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