ATLANTA — The Coca-Cola Co. is expanding its Powerade product line for the first time in 13 years with two new zero-sugar innovations “to meet the fast-changing needs of sport drink consumers,” the company said.
“We’re responding to the shifting demands of the sports drink category with innovations that deliver on Powerade fans’ demands for no sugar and a range of hydration solutions for all sweat occasions,” said Shane Grant, president of Coca-Cola North America’s stills business unit. “The definition of sports and athletes are constantly evolving. Hydration is no longer limited to sports — it’s a necessity for anyone living an active lifestyle.”
Powerade Ultra, which will roll out in late January, contains creatine, branched-chain amino acids, vitamins B3, B6 and B12 and 50% more electrolytes than original Powerade. The shelf-stable sports drink will be available in mixed berry, white cherry and citrus blast flavors. To create the beverage, Coca-Cola North America’s R.&D. department developed a new process to stabilize creatine and brought the product from concept to final formulation in six months.
“This technology is new to The Coca-Cola Co.,” said Nilesh Karava, senior manager of active hydration product development for Coca-Cola. “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.”
Powerade Power Water, set to debut in mid-February, features electrolytes and vitamins B3, B6 and B12. Available in berry cherry, tropical mango and cucumber lime flavors, the water is packaged in six-unit multi-packs of 16.9-oz flat-cap bottles and individual 20-oz sport cap bottles.
“We’re bringing Powerade to the water aisle with Powerade Power Water,” said Marina Brook, group director of Powerade. “Consumers are seeking more zero-calorie and zero-sugar options in a sports water.”