Coca-Cola’s Powerade brand has launched two new zero-sugar products lines in the US, its first new products in over a decade, and redesigned the packaging of its existing products.
The two new product lines are called Powerade Ultra and Powerade Power Water. Powerade Ultra is a zero-sugar sports drink which includes creatine, branched-chain amino acids and vitamins, while Powerade Power Water marks the brand’s first entry into the sports water category.
According to Coca-Cola, Powerade Ultra is the first ready-to-drink sports beverage to include shelf-stabilised creatine. Coca-Cola North America R&D developed the process to stabilise the creatine, bringing the product from concept to final formulation in six months.
Powerade Ultra will initially be available in three flavours, mixed berry, white cherry and citrus blast, and will be released in the US later this month.
Meanwhile, Powerade Power Water features ION4 electrolytes and vitamins B3, B6 and B12. It will be available in three flavours – berry cherry, tropical mango and cucumber lime – in six-unit multi-packs of 16.9-oz flat-cap bottles and individual 20-oz sport cap bottles.
The product aims to capitalise on the double-digit growth of the sports water category, and will be released in mid-February.
While giving commnets, Shane Grant, president, Coca-Cola North America stills business unit 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.
“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,” he added.
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