But few preworkout drinks exist, and many consumers instead turn to carbonated, sugary energy drinks.Īnuj Bhasin, general manager of Gatorade, said roughly 32 million consumers reject the energy drink category for the negative health effects. The market for preworkout powders is growing, fueled by industry leaders such as Cellucor C4 and RSP Nutrition. The company says Fast Twitch is designed to give athletes an extra boost before their workouts. Gatorade’s parent company, PepsiCo, has already expanded Mountain Dew into alcoholic and energy drinks. It represents yet another example of beverage companies blurring the lines between drink categories, seeking to leverage existing brand loyalty while entering fast-growing categories. “We found this to be the sweet spot to bring a new brand to market, with the distinction of being from the makers of Gatorade, like Propel,” Bhasin said.Gatorade is entering the energy drink category with a caffeinated spin-off called Fast Twitch. Gatorade, on the other hand, has gained plenty of trust from this customer base. An organic version of the drink released in 2016 was unsuccessful and was discontinued several years later.Įnergy represents an opportunity in a fast-growing segment, but it lacks confidence from consumers who exercise. However, not all of Gatorade’s innovations have paid off. In the second quarter, Pepsi reported double-digit revenue growth for the Gatorade brand. Years of pushback from lawmakers and pediatricians about sports drinks’ high sugar and calorie counts didn’t help either.īut Gatorade staged a comeback, focusing on options with more electrolytes and less sugar, such as recent spin-offs G Fit, Gatorlyte and Bolt24.
Caffeinated gatorade full#
Coke bought full control of Bodyarmor in November for $5.6 billion in a play to increase its market share.Ĭhanging consumer tastes led to slowing sales growth for the sports drink market, even as American adults exercise more. Bodyarmor jumped to second place in 2021 with 11.7% market share, overtaking Coca-Cola’s Powerade. In addition to being highly caffeinated, it features “super creatine” which claims to boost muscle performance, but no sugar.īut Pepsi is already the dominant leader in the US sports drink category, holding a 73.2% market share with Gatorade and G Zero, according to data from Euromonitor International.
Bang Energy, which recently ended a tough distribution deal with Pepsi, markets itself as a pre-workout or recovery drink. The upstart markets its beverages as “fitness drinks,” and its marketing features models swinging kettlebells and stretching.Īnother challenger also has ties to Gatorade’s parent company. Over the past three years, the company bought Rockstar Energy for $3.85 billion, launched Mtn Dew Rise Energy with the backing of NBA superstar Lebron James, and acquired a minority stake in up-and-coming energy drink maker Celsius for $550 million.Ĭelsius is a potential competitor to Fast Twitch. Rejuvenating sports drinksįast Twitch follows a broader push by Pepsi into energy drinks. “We know athletes will mix and match things,” Pahnke said.įast Twitch will target consumers who are 18 or older because of the high caffeine content, according to Bhasin. As a result, Fast Twitch is meant to precede drinking a more hydrating beverage during an actual workout, the company says. But caffeine is a natural diuretic that removes salt and water from the body. Since its inception nearly six decades ago, Gatorade has built its brand on hydration and spreading awareness of the benefits of electrolytes and carbohydrates. “Two hundred milligrams is the right amount to help athletes seeking exercise performance benefits,” said Matthew Pahnke, senior principal scientist at the Gatorade Sports Science Institute. Bolt24, another recent offshoot of Gatorade, has just 75 milligrams of caffeine in its Energize line, which is being phased out. By comparison, a 12-ounce can of Red Bull has almost half as much caffeine but 37 grams of sugar. One bottle of Fast Twitch contains electrolytes, B vitamins and 200 milligrams of caffeine. Although smaller, it tastes quite similar to traditional Gatorade. The finished product comes in a small 12-ounce bottle with brightly colored packaging. Bhasin said Gatorade worked with the NFL and its sports performance experts to develop the specific formula.
The new drink is scheduled to launch in February, but NFL players will drink it on the sidelines during the upcoming season as part of an exclusive deal with the league.
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