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Search resuls for: "Federico Muyshondt"


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New York CNN —Coca Cola-owned BodyArmor is unleashing its newest beverage as part of its years-long effort to overthrow Pepsi’s Gatorade from its position as the top-selling sports drink brand. Rolling out to retailers this month is BodyArmor Zero Sugar, a sugar-free version of its popular flavored sports drink, taking aim at Gatorade’s G Zero beverages. “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.”BodyArmor Zero Sugar comes in four flavors, including fruit punch, lemon lime, orange and cherry lime. BODYARMOR Sports DrinkSweating from competitionBodyAmor has been gaining on the dominance Gatorade has held for about six decades but still lags far behind. Research firm Euromonitor reports that Gatorade commanded 63.5% of US sports drink marketshare in 2023, compared to BodyArmor’s 12% and 14.3% for its sister brand Powerade.
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Powerade is taking on Gatorade with its new packaging. The unit now oversees the Powerade brand for Coke, and it has been making the changes — and spotlighting comparisons to Gatorade. Working together, “we can use, now, BodyArmor and Powerade as a one-two punch to beat Gatorade,” Muyshondt told CNN. Today, Gatorade controls about 63% of the US sports drinks market by volume, according to data from Euromonitor International. Coca-Cola’s strategy is about more than just gaining a bigger share in the sports drinks market.
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