Overview
- Gatorade, which announced the overhaul Thursday, will add an Advanced Hydration System on labels that tells buyers if a product hydrates better, faster, or longer than water.
- A new drink called Gatorlyte Longer Lasting begins a phased rollout later this year, using electrolytes and plant-based glycerin to help the body hold fluid for longer during long flights, extended work shifts, or sustained activity, with national availability set for 2027.
- The company plans to remove artificial colors from powder stick packs this spring and from top ready-to-drink flavors in the fall, switching to colors from fruits and vegetables in Fruit Punch, Lemon Lime, and Orange across regular and Zero.
- PepsiCo is leaning into lower-sugar choices with Gatorade Lower Sugar, which launched last month and has 75% less sugar than Thirst Quencher, and it has cut prices on some packs to match what shoppers say they will pay.
- Executives cite about 150 new hydration brands since 2020 and research showing many sports-drink buyers are not athletes, as Gatorade works to defend a category lead of roughly 60% after a small share decline since 2021.