PepsiCo brings hydration juggernaut Gatorade into water

By: Trademagazin editor Date: 2023. 09. 14. 09:55

The electrolyte-infused beverage, which was developed by the CPG giant to help support all-day hydration, will start hitting shelves in 2024.

Gatorade is launching its first-ever water offering as the multi-billion-dollar PepsiCo brand works to aggressively expand its dominant presence in hydration.

Gatorade Water, which is expected to hit shelves in the first quarter of 2024, brings an electrolyte-infused beverage popular with athletes and exercise buffs to consumers who are looking for a healthier hydration offering throughout the day. The drink is electrolyte-infused and is alkaline with a pH of 7.5 or higher.

For now, Gatorade Water will not incorporate flavors as it focuses on consumers who don’t want them in their beverages. Gatorade also owns Propel, a line of flavored fitness waters with electrolytes, vitamins and antioxidants that meet this need.

While Gatorade has become a juggernaut brand with annual sales topping $6 billion and controlling more than 70% of the sports drink market by focusing on hydration, the brand is looking for other ways to meet the needs of the consumer.

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