Coca-Cola believes it has only just scratched the surface of what might be possible in the sport drink segment, Frank Bracken, senior brand manager of Powerade, tells Neil Merrett. Citing its recent
zero-calorie offering, Bracken says that the company has identified opportunity in targeting sub segments within the sport drink market.
Bracken suggests that innovation in the level of
science and ingredients available, as well as new process technology, will make it increasingly possible to look at differing needs of young and professional athletes as well as fitness-minded adults.
"Think about pre-, during and post-athletic activity," he stated. "There's so much more that can be done."
Powerade says it is currently looking to a recent development of an electrolyte
system known as ION4. Bracken says that beverages using the system are being designed, and will be marketed, as a way to replace electrolytes in the body at a ratio closer to the level they are lost
through sweat.
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