Gatorade is trying to reclaim the hydration crown in a world where everyone—from marathoners to office workers—wants an electrolyte boost. Parent company PepsiCo on Thursday unveiled a broad reboot, reports CNN: new drinks, powders, and packaging that play up Gatorade's scientific roots while pushing it out of its old "sports drink" lane and into an all-purpose hydration brand.
The move comes as some 150 rivals have flooded the category since 2020, from celebrity-backed lines (Kylie Jenner, Leo Messi) to rising names like Liquid IV and Electrolit, helping chip about 3 percentage points off Gatorade's market share since 2021, per research firm Numerator. "Some that are coming in are building on the science that we created," Mike Del Pozzo, president of US beverages at PepsiCo, tells the AP. "And we're like, 'Well, geez, we should be doing that.' We should be talking more overtly about the science and the business and why we believe we're future-forward."
The revamp includes ditching artificial dyes in its three top flavors, expanding its fast-growing powder business, and launching "Gatorlyte Longer Lasting," aimed at people who avoid drinking on long flights or workdays to skip bathroom trips. The new formula uses plant-based glycerin to help the body hold on to water longer, the company says. Gatorade is also trimming prices on some items and keeping new products, like Gatorade Lower Sugar, at parity with core drinks to lure back cost-conscious shoppers. Analyst Howard Telford says the brand now has to prove it can grow in zero- and low-sugar drinks and customizable formats—"It is no longer enough just to dominate the classic sports drink shelf," he says.
,
uBlock 
,
and
Ghostery 
)
