POWERADE is expanding its product platforms for the first time in over a decade

28-Jan-2020 - USA

POWERADE is expanding its product platforms for the first time in over a decade with two new zero-sugar innovations that offer functional Hydration solutions – plus a new packaging design – all to meet the fast-changing needs of sport drink consumers.

The pioneering sports drink brand is kicking off a big year with the launch of new packaging inspired by its proprietary POWERADE ION4 Advanced Electrolyte System, followed by the January 10^th rollout of POWERADE ULTRA, a breakthrough innovation for the sports drink category that includes creatine, branched-chain amino acids (BCAAs), vitamins B3, B6 and B12 and +50% more ION4 electrolytes compared to original POWERADE. In mid-February, POWERADE POWER WATER will bring an ION4 electrolyte and B vitamin-enhanced sports water to the water aisle.

POWERADE’s ION4 system replacing the four primary electrolytes lost in sweat – sodium, potassium, calcium and magnesium – anchors both new offerings.

Intravenous nutrition risks becoming the norm for athletes, despite no evidence it works

Used to be considered treatment of ‘last resort’. ‘Food first’ and ‘no needle’ messages need to be amplified, urge experts

Read news

“We’re responding to the shifting demands of the sports drink category with innovations that deliver on sports drink users’ demands for zero-sugar and a range of hydration solutions for broadening sweat occasions,” said Shane Grant, president, Coca-Cola North America Stills Business Unit. “The definition of sports and athletes are constantly evolving. Hydration needs are no longer limited to traditional sports – and we are moving with this consumer trend.”

The first POWERADE extensions since POWERADE ZERO (2007) were developed to meet the evolving – and varied – hydration needs of athletes spanning the activity spectrum. They support the brand’s mission to “champion the power of sports for all.”

POWERADE ULTRA, which will be available in Mixed Berry, White Cherry and Citrus Blast, is the first ready-to-drink sports beverage to include shelf-stabilized creatine, a compound produced in the human body from specific amino acids and stored in the muscle. Coca-Cola North America R&D developed a breakthrough process to stabilize creatine, bringing the product from concept to final formulation.

“This technology is new to The Coca-Cola Company,” said Nilesh Karava, senior manager, active hydration product development. “Other beverage companies have been trying to crack the code on creatine shelf-stabilization for years, so this work is a clear demonstration of our team’s agility and curiosity.”

The POWERADE ULTRA formula was created based on insights from the POWERADE Command Center – a piloted custom hydration program that uses the same micro-dosing technology found in Coca-Cola Freestyle fountain units. Command Center technology allows users to personalize their hydration needs by toggling specific ION4 electrolytes found in POWERADE and POWERADE ZERO SUGAR.

“POWERADE ULTRA is not just innovative because of the breakthrough creatine stabilization,” said John Pinto, VP, active hydration. “It makes premium ingredients like BCAAs and creatine accessible in the form of a sports drink.”

https://www.yumda.com/en/news/1164607/powerade-is-expanding-its-product-platforms-for-the-first-time-in-over-a-decade.html