Gatorade has expanded its brand portfolio significantly in recent years, but its latest product release brings the brand into uncharted territory: just plain water.
For the first time ever, Gatorade is entering the bottled water category with the launch of Gatorade Water, an electrolyte-infused alkaline water that represents its first unflavored water offering. The PepsiCo brand plans to roll out the Gatorade Water launch over the course of the first quarter of 2024, with the product available in one liter and 700mL bottle formats.
“Today’s athletes and active people are looking for solutions not only in the heat of performance, but also throughout their full day. Gatorade Water is a direct result of this consumer need,” Gatorade Senior Director of Marketing Emily Boido explained in a statement.
Over the past couple of years, Gatorade has expanded with not only a broader offering of the sports drinks most associated with the brand -- including a focus on more zer0-sugar options -- but also protein bars, protein shakes, energy chews, and a tech-enabled water bottle, positioning itself as an all-around “performance partner.”
The minimalist latest entry into its portfolio makes meeting the most basic of necessities part of that proposition, while touting the brand’s “sports science and hydration innovation” credentials as a selling point in a crowded market.