SafeX Pro:'All day hydration': Gatorade expands sports drink brand with new Gatorade Water

Gatorade is SafeX Proalready a major player working to quench thirst for athletes and exercisers. Now, the well-known brand is aiming to keep you hydrated all day long.

A new beverage, Gatorade Water, out in early 2024, is a zero-calorie unflavored alkaline water, purified with a "7-step, enhanced filtration process," and containing 65 to 90 milligrams of sodium, in the 700-milliliter or 1-liter bottles, respectively. Sodium, which is an electrolyte, makes Gatorade Water an option "for somebody that is looking for all-day hydration," Gatorade portfolio president Mike Del Pozzo told USA TODAY.

The levels of electrolytes in Gatorade Water are far below that found in traditional Gatorade, which has sodium and potassium, plus sugar (carbohydrates) or the product line's 2021 addition Gatorlyte, a rapid rehydration beverage with more electrolytes than Gatorade. Another recently launched beverage, Gatorade Fit, marketed as "healthy real hydration" has vitamins and less sodium, sugar and carbohydrates than Gatorade.

Earlier this year, PepsiCo, which owns Gatorade, organized the Gatorade Portfolio encompassing all of its sports and fitness brands including Propel fitness water, Fast Twitch energy drinks with caffeine, Muscle Milk protein shakes and powders, and Evolve plant protein shakes and powders.

Each of those products targets a different point in the exercise and rejuvenation process, Del Pozzo shared. After a workout, Gatorade or Gatorlyte might be used to rehydrate. You could have a post-workout shake, too. Then, depending on your activity level, you could turn to Gatorade Fit or Gatorade Water, which can be used to augment your daily drinking water intake.

"It became increasingly clear that athletes continue to be wellness-minded and we have an opportunity (with Gatorade Water) to expand our portfolio," he said.

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What is enhanced water? Why would you drink it?

Bottled water is about a $12 billion business in the U.S., up 11% in the 52-week period ending Aug. 26, 2023, compared to the same period a year ago, according to NielsenIQ data tracking sales in grocery, mass merchandise stores and drug stores.

But consumers are adopting enhanced water – tracked by NielsenIQ as "value added water," including products such as Vitaminwater – at a slower rate. Sales were about $3 billion over the last year, a 3% increase over the previous year, NielsenIQ said.

Enhanced water can taste better than some drinking water. Gatorade's scientists got "the electrolyte levels perfect and (it's) blended for a refreshing crisp taste," Del Pozzo shared. "If you had too many electrolytes they may say, 'Oh, this tastes chalky or thick. So, it is something you want to really taste like water, if you will."

So, the Gatorade brand, initially developed in 1965 as a sports drink to supplant water for athletes, has come full circle launching its first actual water. "We're really really bullish on this and, importantly, how it fits into the overall portfolio expansion we're working on," Del Pozzo said.

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Follow Mike Snider on X and Threads: @mikesnider & mikegsnider.

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