BodyArmor thinks eliminating this one ingredient will help it topple Gatorade
CNN
Coca Cola-owned BodyArmor is unleashing its newest drink as part of its years-long effort to overthrow Pepsi’s Gatorade from its position as the top-selling sports drink.
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. BodyArmor is differentiating itself by its ingredients — or lack thereof — compared to Gatorade, since it isn’t made with artificial sweeteners, flavors or dyes compared to its competitors. In an exclusive interview with CNN, BodyArmor CEO Federico Muyshondt called Zero Sugar the “biggest launch” the 12-year-old brand, which Coke fully bought in 2021 in a $5.6 billion deal, has ever had. “It’s a massive opportunity for BodyArmor because it’s a part of a category that represents 20% of the overall category and where BodyArmor wasn’t participating in,” Muyshondt told CNN. “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. It’s sold in three bottle sizes: 16 ounces, 20 ounces and 28 ounces.
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