Gatorade Water set to launch in 2024: promising to ‘bring the credibility and trust of the iconic Gatorade bolt to the water aisle’
Launching in Q1, 2024, Gatorade Water will be electrolyte-infused for a ‘refreshing and crisp taste’, and was developed to help support all-day hydration for active people. The premium water offering is purified with a 7-step, enhanced filtration process, while also being alkaline (pH of 7.5 or higher).
It will be 'competitively priced' and will be available in 1L, 700ml sport cap and 700ml 6-pack and will begin to hit shelves in Q1 2024.
“After creating the sports drink category, Gatorade will bring the credibility of the Gatorade bolt to unflavored water,” says the brand.
As part of the innovation rollout, the Gatorade portfolio is also launching Muscle Milk Plant Protein Shakes and new Gx Bottles designed for younger athletes.
“The Gatorade Portfolio continues to play in a league above our competitors by providing athletes with the most complete portfolio of performance and wellness solutions on the market,” said Mike Del Pozzo, president and general manager of the Gatorade Portfolio. “Gatorade Water will bring the trust and credibility of the Gatorade bolt to the water aisle, adding unflavored alkaline water as yet another solution for active people.”
Bottles are made from 100% recycled plastic.
From functional gummies to energy drinks
PepsiCo’s Gatorade has a legacy of some 50 years: presenting itself as ‘the most scientifically researched and game-tested way to replace electrolytes lost in sweat’.
The drink has long been pitted against Coca-Cola’s Powerade: but the competition has been heating up with Coca-Cola’s acquisition of up-and-coming premium sports drink BodyArmor in 2021.
Gatorade has been building up its portfolio with various launches: the brand’s organic launch in 2016 and the debut of Gatorade Zero in 2018 (now a billion dollar brand).
Last year, Gatorade entered the dietary supplement space by launching two functional gummy products; as well as a smart bottle that lights up and connects to an app.
This year it has been rolling out energy drink brand Fast Twitch: designed for athletic performance with 200mg of caffeine, B vitamins and electrolytes. The brand is merchandised in the energy drink aisle as opposed to the isotonic sports drinks aisle.
Now, Gatorade sees ‘massive growth potential’ in the water category: a $25bn category with 30 million active consumers that are not purchasing enhanced water, it notes, quoting IRI data.
“Today’s athletes and active people are looking for solutions not only in the heat of performance, but also throughout their full day. Gatorade Water is a direct result of this consumer need,” said Emily Boido, senior director of marketing at Gatorade. “With the launch of Gatorade Water, we’re bringing active people an unflavored alkaline water option that is electrolyte-infused for a refreshing and crisp taste and is from a brand they trust.”
