Gatorade has become synonymous with elite athletes... and now, it's bringing them a caffeinated alternative.
👉 Background: Gatorade is one of the OG sports drinks companies. It was founded back in the US in 1965 and is now owned by PepsiCo. Fun fact: it was actually first made for the Gators football team at the University of Florida 🐊.
👉 What happened: Since then, Gatorade has become synonymous with elite athletes. The brand also has a pretty enormous following - 70 - 80% of the global sports beverage market.
👉 What else: Now Gatorade is launching a caffeinated alternative. It's meant to be a pre-workout drink to give people a boost. Currently Gatorade's mainly used post-workout and now it's going pre... but this drink could definitely cater to the same customers.
💡Drinks companies are trying to leverage brand loyalty to develop and sell new products in fast-growing markets.
💡The energy drink segment is expected to grow by over 8% each year to 2031 to over $108 billion USD, but no company in the energy industry has built up trust with consumers who exercise.
💡There’s Red Bull, V, Monster and whole host of others, but they’re not considered 'sports drinks'. Gatorade, on the other hand, has earned plenty of trust from that customer base. So now, it's leveraging its trusted brand to step into the pre-workout space.
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