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For the first time in 13 years, the sports drinks brand is redesigning its packaging and launching two new calorie-and sugar-free products: Powerade Ultra and Powerade Power Water. Both are hitting shelves this winter. For Coca-Cola , which makes Powerade, the revamp is a way to boost the brand by appealing to a broader group of people: those who work out casually, people who focus on strength-training and serious athletes. Powerade Ultra is a new category for Powerade.
Powerade Power Water is designed for casual athletes — people who jog, do yoga or crossfit for exercise, for example. The flavored water product is enhanced with electrolytes and comes in berry cherry, tropical mango and cucumber lime flavors. Powerade Ultra is for people who are more focused on building strength. The product comes in miixed berry, white cherry and citrus blast flavors. In addition to electrolytes and vitamins, Ultra contains creatine, which can be consumed as a supplement.
Read More. Both products feature Powerade's new, sleeker look, which includes grippable plastic bottles. They also showcase a slightly different logo, where "power" is on a separate line from "ade. The old packages should be off shelves within a few months. Though they're only slightly more expensive to make than soft drinks, they're sold at a premium, explained Laurent Grandet, a food and beverage analyst with Guggenheim Securities.
Gatorade, Powerade's main competitor, launched a zero-sugar version of its product in to keep the brand fresh. But Powerade, which introduced its own zero-sugar product in , hasn't upgraded the brand since then, letting competitors gain some ground. In , with new insights into how people work out, Coca-Cola is "recommitting" to Powerade, Shane Grant, who leads the water, sports, tea and coffee businesses for Coca-Cola North America said.
Blurring categories. Power Water is for casual athletes. Coca-Cola says it aims to be "a total beverage company" by selling sports and energy drinks, soda, coffee, water, tea juice and other beverages to all kinds of consumers. The new Powerade platform is a way to bring in more customers — even if that means competing with itself. People used to reach for sports drinks when they played sports, coffee for caffeine, and beer for alcohol.
Today, new types of drinks — like alcoholic or caffeinated seltzer, for example — are blurring those categories. That means competition across traditionally distinct beverages is heating up. And that trend has made Powerade appear a bit stale by comparison.
Coconut water, electrolyte water, alkaline water One example is Hoist, which "hydrates like an IV, tastes like a sports drink," according to the brand's website. Stanford refers to it as part of a group of products that are like "Pedialyte for adults. Powerade's old packaging.
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