PepsiCo is discontinuing its Gatorade natural line

PepsiCo is discontinuing its Gatorade 'natural' line

PepsiCo has confirmed that it has pulled a line of Gatorade it marketed as “natural” because the products did not “resonate” with the targeted consumer group. 

Gatorade Naturals and G2 Naturals, marketed as “low calorie”, “thirst quencher” drinks, were withdrawn from sale in November, a company spokesperson told just-drinks today (20 January). “Through continued engagement with athletes on their fueling needs, we found that Gatorade Naturals and G2 Naturals did not resonate with this core consumer,” the spokesperson said. 

The PepsiCo representative added: “We will continue to grow the Gatorade brand and push innovation.” 

The drinks, which were launched in 2010, had “limited distribution” in Whole Food and Kroger stores in the US, the Associated Press reported

Last July, PepsiCo agreed to drop the term "all natural" from its Naked Juice brand as part of a lawsuit settlement

A year ago, the group said it was changing the formula for Gatorade in the wake of health concerns over brominated vegetable oil, used in some versions of the sports drink.