PepsiCo’s Gatorade to prioritize hydration education, product innovation

PepsiCo (PEP) announced “a transformational new era” for the Gatorade brand, expanding how its science-backed hydration expertise shows up beyond sport occasions. The company said, “Built on 60 years of research studying hydration’s effects on athlete performance, Gatorade remains committed to that purpose and is applying the same rigor to help people better understand and meet their hydration needs across a broader range of activities and moments. Gatorade’s new era includes a refreshed product label design, and product innovations designed for more people and more occasions…Gatorade is prioritizing hydration education that helps people make better choices, product innovation designed for more occasions and more people, and new formulas that reflect today’s evolving consumer preferences. The three changes for the brand are: Clearer benefit messaging on packaging to address different hydration needs. The Gatorade Advanced Hydration System, a new portfolio structure, is aimed to help consumers quickly understand how products Hydrate Better, Faster, or Longer than water. Breakthrough product innovation to serve more occasions and more people, supporting a broader range of needs, intensities and everyday moments where hydration is often overlooked. New Gatorlyte Longer Lasting will begin rolling out later this year, with national availability in 2027. It includes a first-to-market proprietary electrolyte blend. Gatorlyte Longer Lasting is designed to help the body retain fluid and stay hydrated longer than water. It will be Gatorade’s highest electrolyte ready-to drink offering and was developed for activities when maintaining hydration over extended periods matters – like long travel days, demanding work shifts, or sustained physical activity. New formulas with lower sugar and no FD&C colors…Gatorade Lower Sugar, now available, contains no artificial flavors, sweeteners, or colors, and has 75% less sugar than Gatorade Thirst Quencher. Gatorade’s Artificial Colors Transformation. Gatorade is actively working to remove artificial colors from Gatorade products. Later this spring, the full powder stick portfolio will remove all artificial colors. Later this fall, three of the brand’s top ready-to-drink flavors in Gatorade Thirst Quencher and Gatorade Zero – Fruit Punch, Lemon Lime and Orange- will no longer contain FD&C colors, instead using colors from fruits and vegetables to retain the bold color that consumers expect from Gatorade.”