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Milan November 9th, 2011: Powerade launched a new, sports drink formula, Powerade ION4, in Italy. The still isotonic sports drink will be used by elite athletes, to help them prepare for the London 2012 Olympic Games.

Powerade ION4, developed by sports scientists, is proven to hydrate better than water and helps to recharge allowing you to perform at your best for longer. It contains fluid and four of the minerals (sodium, potassium, magnesium, calcium) lost in sweat to provide effective hydration, and a combination of carbohydrates to rapidly replenish the fuel your body loses during exercise.

Scientific research has shown that drinking water alone after intense exercise is not the ideal rehydration drink. Water shuts down your thirst, before your body has a chance to adequately replace minerals such as sodium and fluid lost through sweat.

Water also doesn’t contain any carbohydrates, which in conjunction with sodium maximises the rate of fluid uptake in the body for a more effective hydration solution during and after exercise. In addition sodium, the main mineral lost in sweat and an ingredient in Powerade ION4, helps the body to retain fluid, and offset dehydration.
The benefits of rehydration during and after exercise are often underestimated; Dehydration, by as little as 2% of body weight (1.4 kg for a 70 kg individual), can seriously reduce your mental and physical performance. Powerade ION4 helps to ensure successful refuelling, maintain desired performance levels and offer effective rehydration for intensive workout sessions.

Ellie Hadjilucas, Scientific & Regulatory Affairs, Nutrition and Sports Sciences Manager, commented "A reduction in body fluid, unavailability of fuel, and an inadequate mineral balance during prolonged training and exercise will hamper performance. Powerade ION4 is scientifically formulated to deliver fluid and minerals for effective hydration and carbohydrates for replenishing the fuel your body loses during exercise".

"The benefits of drinking Powerade ION4 during and after exercise are a powerful motivator for the consumer and we are confident that Powerade ION4 can help both athletes, and those who enjoy sport and exercise at any level, train with intensity and achieve their maximum potential."

Powerade ION4 will be available in Italy in supermarkets, ipermarkets and bars from October 2011. This new sports drink is available in: Mountain Blast, Orange, Citrus and Blood Orange flavour.
For more information visit www.powerade.eu