A local company is looking to shake up the sports nutrition establishment. They're going head to head with Gatorade, arguably the biggest name in the industry.
The battle lines are bring drawn on the high school football sidelines right here in Arizona.
"Gatorade makes a great product and they've been in the high schools as long as I've been here," said Dustin Burr of the Arizona Interscholastic Association.
For 40 years, Gatorade has been the cornerstone for athletic hydration. A Scottsdale company is now challenging the beverage juggernaut.
"Obviously Gatorade has this incredible marketing team, but is the product really good for the athletes?" asks Felicia Romero, a trainer and representative of Hi-Health.
CBS5 met up with Romero on a football Friday night at Horizon High School, introducing students to Hi-Health's new Gatorade rival called "HydraPro."
"Yeah. High school. This is where it starts. This is where I believe kids are making their decisions," said Romero. "We want to come in and change the dynamic of what they're giving their athletes.
"HydraPro" is an energy and fluid replacement drink made by Hi-Health, a Scottsdale nutrition company that's been around since 1972.
Horizon High School's head athletic trainer Mike Morgan sees a lot of his students sucking back energy drinks that he says are doing more harm than good.
"A lot of problem with today's drinks is that they have way too much sugar in them," said Morgan. "It's important to get hydration without getting a ton of sugar. Kids don't need as much sugar as they're taking in nowadays."
Gatorade and Powerade have about 20 grams of sugar per 12-ounce serving.
HydraPro only has 3 grams.
The AIA's move to HydraPro is not just about sugar content.
"Mainly because its a local company, their outreach and their willingness to educate high school students on health," said Burr.
The association has teamed up with Hi-Health for a three-year deal that not only puts their product on the sidelines, the company is coming in and counseling student athletes on making healthy choices.
"Most people don't read the ingredients they just accept what's thrown at them in a magazine or commercial," said Romero.
The deal won't be exclusive to football games either. Hi-Health will have a high-profile presence at other high school events, as they look to challenge forty years of Gatorade marketing magic.
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