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Coca-Cola’s BodyArmor sports drink brand has reformulated its beverage line to set it apart from the other brands. In particular, the company aims to beat PepsiCo’s Gatorade by changing some ingredients to differentiate its products from its competitors.
Continuous Efforts to Dethrone Pepsi’s Gatorade
PepsiCo’s Gatorade has been the leading brand in the sports beverage industry for a long time now. To outdo the brand, BodyArmor thinks that slightly changing its recipe will help do the trick.
According to CNN Business, the company will eliminate this ingredient to differentiate its sports drink line from the rest. It will remove sugar to make its products sugar-free and carb-free.
This will make BodyArmor beverages sweetener-free with no artificial colors, flavors, or carbs. Moreover, the move to release the sugar-free BodyArmor drinks is part of its years-long effort to take over Gatorade’s position as the best-selling sports drink brand.
“It is a massive opportunity for BodyArmor because it’s a part of a category that represents 20% of the overall category and where BodyArmor wasn’t participating in,” BodyArmor’s chief executive officer, Federico Muyshondt, told CNN. “We know that there is a consumer that looks specifically for zero sugar, and until now, BodyArmor didn’t have a product to play with there.”
Launch of New Flavors
BodyArmor is offering its Zero Sugar version in new flavors. It will be available in four types: cherry lime, lemon lime, orange, and fruit punch.
The new BodyArmor sugar-free sports drink will be on the market this month in three bottle sizes: 16 ounces, 20 ounces, and 28 ounces. USA TODAY reported that the products are set to be sold nationwide and can be purchased online via Amazon, Walmart, and other leading retailers. Lastly, the company plans a global expansion this year and will enter Canada and Mexico soon.
Photo by: BodyArmor Website
