The Coca-Cola Company is taking its sports drink brand Powerade into the hydration market with the launch of a functional waters range with Powerade Power Water.
It marks the first product innovation under the Powerade brand in more than five years.
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Coca-Cola Co. is launching the product under Bodyarmor Sports Nutrition arm, which produces Powerade and Bodyarmor.
The sugar-free drink comes in four flavours: mountain berry blast, strawberry kiwi, tropical pineapple and watermelon.
In a statement, Bodyarmor Sports Nutrition described Powerade Power Water as an “electrolyte-enhanced”, flavoured water that claims to have “50% more electrolytes” compared to “the leading electrolyte water beverage”, Gatorade Thirst Quencher.
“For decades, the enhanced water category has seen minimal competition and innovation – Power Water changes that,” Sabrina Niland, VP of Innovation, Strategy & Chief of Staff at Bodyarmour Sports Nutrition said in a statement.
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By GlobalData“With 50% more electrolytes than the leading electrolyte water, zero sugar, and a great-tasting formula, we’re ready to set a new standard for what consumers should expect from functional water.”
The new product is being sold in 20oz bottles and 16.9oz six-pack formats in “retail stores regionally” in the US from this month. Powerade Power Water will head to stores nationwide and online through Amazon next year.
The statement added that the launch “builds on a banner year for Powerade as the brand continues to drive market share and increased sales within a crowded sports hydration category”.
The launch will be supported by marketing campaigns across social media, digital, retail activations, out-of-home and sampling events. Next year will also see the brand establish “high-impact partnerships” which include tie-ups “with leading voices in fitness”.
Coca-Cola Co. already produces drinks targeting hydration through its Bodyarmor brand with Bodyarmor Flash IV, which launched in the US in 2023.
That same year, PepsiCo expanded Powerade competitor Gatorade’s drinks range, with the addition of “premium” alkaline water for the US market that the company described as “electrolyte-infused”.
At the time, PepsiCo said the brand fitted its efforts to provide “all-day nutrition” through the Gatorade brand.
