Wednesday,December 19,2018

Pepsi Co introduces new organic version Gatorade

Pepsi Co introduces new organic version of Gatorade

Pepsi Co introduces new organic version of Gatorade

The launch show whether a product created in the laboratory with artificial flavors and colors, can be adapted to the growing natural food movement in the United States.

Pepsi co Inc. is introducing a new version of Gatorade with organic certification issued by the United States Department of Agriculture.

The launch show whether a product created in the laboratory with artificial flavors and colors, can be adapted to the growing natural food movement in the United States.

After two years of research, the company is selling its G Organic strawberry flavor, lemon and mixed berries, some supermarkets Kroger Co. brand, said Brett O’Brien, senior vice president and general manager of Gatorade .

The brand plans to extend its sales to other natural grocery stores and other in the coming weeks. The suggested retail price for the new drink is US $ 1.69 in its version of 500 ml.This is 50 cents more than the price of traditional Gatorade.

Gatorade , which controls 70% of the sports drink market, is facing pressure from new rivals such as coconut water, as consumers focus more than ever on the ingredients.

Sales of organic food industry in the US reached US $ 43.300 billion in 2015, 11% more than last year, while sales of the rest of the sector grew 3%, according to the Organic Trade Association.

“We put a lot of attention to what we heard in the locker room and through our work with nutritionists on interest and desire among athletes consume organic products,” O’Brien said in an interview. “Between 10% and 12% of the athletes is interested in buying organic products.”

 To be considered organic, the new Gatorade had to get rid of artificial ingredients and Pepsi Co had to adjust their manufacturing process. Each of the steps in this process was approved by the USDA , which aims to ensure that organic products are more natural and less harmful to the environment.But the launch of the G Organic is not risk free. Pepsi Co recently faced a setback after changing the sweetener in its Diet Pepsi, which forced the company to reintroduce a version with aspartame less than a year after it is removed. A brand extension of Gatorade – which already includes calorie low calorie version G 2 could confuse consumers.

“As can focus on the potential to change ingredients without affecting the taste, is positive,” said Adam Fleck, beverage analyst at Morningstar Inc. “But you have to be very careful not to alienate existing customers in your bid to attract new ones “.

G Organic , with 7 ingredients, is the first major brand sports drinks that serves the needs of customers looking formore natural ingredients, and in lesser amounts in these products.