Gatorade, a leading sports drink brand owned by PepsiCo, has launched its latest product aimed at a wider consumer base beyond athletes. The new offering, Gatorade Hydration Booster, is an electrolyte powder designed for all-day hydration. This marks a shift for the $6 billion brand, traditionally known for fueling athletes, as it taps into the growing demand for convenient hydration solutions among everyday consumers.
The Gatorade Hydration Booster, which launched this week, is PepsiCo’s first powdered electrolyte product not tied to a ready-to-drink option. Available in three flavors—strawberry watermelon, tropical mango, and citrus berry—the product contains electrolytes from natural sources like watermelon juice, sea salt, and potassium salt. It also provides 100% of the daily value of essential vitamins A, B3, B5, B6, and C, with no artificial flavors or colors.
“This is our first step into the all-day hydration space,” said Marissa Pines, Senior Marketing Director for Gatorade, in an interview. She noted that this product targets consumers seeking convenience and sustainability, particularly women and those leading active lifestyles.
The launch comes as Gatorade looks to capitalize on the growing beverage enhancer market, which has surged by 63% in the past three years to reach $2.8 billion. Gatorade’s marketing campaign, “Put Your Water to Work,” emphasizes the versatility of the Hydration Booster for everyday hydration needs beyond sports.
Gatorade Hydration Booster enters a competitive space with products like Unilever’s Liquid I.V. and Nestlé’s Nuun. However, Pines believes Gatorade’s reputation for scientific innovation and brand recognition will give it an edge in the crowded market.
This launch follows Gatorade’s recent moves to diversify its portfolio. Earlier this year, the brand introduced its first-ever electrolyte-infused water and expanded into the energy drink market with its Fast Twitch product.