PepsiCo Is Overhauling Gatorade to Stay Competitive in a Newly Crowded Market

The brand is undergoing its biggest reinvention in 60 years.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Illustration: Inc; Photo: PepsiCo

PepsiCo announced today that Gatorade is shifting away from the product category its founder, Robert Cade, invented 60 years ago: sports drinks.

Gatorade will soon roll out a new brand identity centered around the hydration benefits of its drinks to attract a wider audience. The brand’s refresh includes new labels that explicitly tell consumers which products are designed to help them hydrate better, faster, or longer than water.

“I think there were people who said, ’I didn’t exercise,’ or ‘I’m not out in the heat,’ or ‘I am not sweating,’” Mike Del Pozzo, PepsiCo’s president........

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