Machka,
Like you, I do not like taste of Gatorade, especially on long rides. Too sweet for me. I have been using Gu2O which, like HEED!, uses maltodextrine as the main carbohydrate source. Maltodextrine is a complex carb and has little sweetness. I noticed from the hammernutrition website that HEED! uses xylitol and stevia for sweetness. I find this curious since these substances provide few calories. They are usually used as low calorie alternatives to sugar substitutes like aspertame. For a sports drink, low calorie generally isn't a concern.
Do you find HEED! hard to dissolve in cold water? Maltodextrine is usually hard to get to dissolve.