Gatorade Adds Caffeine To Its Lineup Of Energy Drinks Fast Twitch

Fast Twitch from the makers of Gatorade

Source: PepsiCo

Gatorade is entering the energy drink category with a caffeinated spin-off called Fast Twitch.

This is another example of a beverage company blurring the lines between beverage categories and leveraging existing brand loyalty while trying to tap into a fast-growing category. Gatorade’s parent company, PepsiCo, has already expanded Mountain Dew into alcoholic and energy drinks.

According to the company, Fast Twitch is designed to give athletes an extra boost before a workout. The market for pre-workout his powders is growing, backed by industry leaders like Cellucor C4 and RSP Nutrition. However, pre-workout drinks are few and far between, with many consumers relying instead on carbonated, sugary energy drinks.

Gatorade general manager Anuj Bhasin said about 32 million consumers reject the energy drink category because of its negative health effects. Fast Twitch aims to attract these consumers and is caffeine-rich but sugar-free and soda-free.

The new drink is set to go on sale in February, but NFL players will be drinking on the sidelines next season as part of an exclusive deal with the league. said it developed a specific formula in collaboration with experts from

The finished product comes in a petite 12oz bottle with brightly colored packaging. It’s smaller, but tastes pretty much like a traditional Gatorade. A bottle of Fast Twitch contains electrolytes, B vitamins and 200 mg of caffeine. For comparison, a 12-ounce can of Red Bull has nearly half the caffeine, but 37 grams of sugar. Another recent offshoot of Gatorade, Volt 24, has just 75 milligrams of caffeine in its phased-out Energize line.

“200 milligrams is the right amount to help athletes looking to improve their athletic performance,” said Matthew Pernke, senior chief scientist at the Gatorade Institute of Sports Sciences.

Since its inception almost 60 years ago, Gatorade has built a brand on hydration and spread the word about the benefits of electrolytes and carbohydrates. However, caffeine is a natural diuretic, removing salt and water from your a result, According to the company, Fast Twitch is intended to be used before a hydrating drink during an actual workout.

“We know athletes put things together.

Bhasin said Fast Twitch targets consumers over the age of 18 because of its high caffeine content.

Rejuvenate with a sports drink

Fast Twitch follows Pepsi’s widespread push for energy drinks.

In the past three years, the company has acquired Rockstar Energy for $3.85 billion, launched Mountain Dew Rise Energy with the endorsement of NBA superstar LeBron James, and acquired up-and-coming energy drink maker Celsius. Acquired a minority stake for $550 million.

Celsius is a potential competitor for Fast Twitch. The start-up markets its beverage as a “fitness drink,” and its marketing shows a model swinging his kettle bell or stretching.

Another challenger also has ties to Gatorade’s parent company. Bang Energy, which recently ended a tough distribution deal with Pepsi, markets it as a pre-workout or recovery drink. Not only is it high in caffeine, but it also advertises “Super Creatine,” which claims to boost muscle performance, but it contains no sugar.

However, Pepsi is already the dominant leader in the US sports drink category, with a 73.2% market share alongside Gatorade and G Zero, according to Euromonitor International data. Bodyarmor said he will take 11.7% market share in 2021, overtaking Coca-Cola’s Powerade to take him to number two. Coke bought full control of Bodyarmor for $5.6 billion in November to increase market share.

Changes in consumer preferences slowed sales growth in the sports drink market despite increased physical activity among US adults. Years of backlash from legislators and pediatricians about the high sugar and calorie content of sports drinks didn’t help either.

But Gatorade has made a comeback, focusing on more electrolyte and less sugar options, including its recent spinoffs G Fit, Gatorlyte and Bolt24. reported revenue growth.

However, not all of Gatorade’s innovations have paid off. Launched in 2016, the organic version of this drink failed to take off and was discontinued after a few years.

Energy represents an opportunity in a rapidly growing segment but lacks trust from exercised consumers.

“Like Propel, we’ve found this to be the perfect place to bring new brands to market while still trying to differentiate them from the Gatorade makers,” Bhasin said.

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