Gatorade’s ‘G Organic’ is coming soon to a Kroger near you.
After moving to the University of Florida campus in 1965, the creators of Gatorade decided to revamp its image to suit the needs of the 21st century.
The rebranding solution concerns a health-conscious emerging market, where avoiding artificial flavors is a moral code.
In fact, the organic market has tripled from $ 11 billion (2004) to $ 35 billion (2014).
In addition, greater growth was seen in 2015, with profits rising a further 11% to $ 43.3 billion.
To optimize their existing product line of pre- and post-game drinks, Gatorade will present G Organic, an imitation of the original Thirst Quencher, but without artificial flavors.
Now with a certified organic seal of approval, Gatorade plans to post a price of $ 1.69 per bottle (16.9 ounces), which is 50 cents more than the original formula.
Brett O’Brien (Gatorade VP, General Manager) on the decision:
“We heard quite loudly in the locker room, through our work with nutritionists, that there is an interest and desire among athletes to go organic.”
By introducing G Organic in three flavors – Strawberry, Lemon, Mixed Berry – the idea of a tough weapon competition with a modified recipe might be unnecessary.
The goal is to restrict the number of ingredients, while addressing natural flavors – a decision the USDA itself has approved.
What makes it unnecessary is the fact that Gatorade has already implemented a low calorie, low sugar option with G2. While Powerade poses a stronger threat to PepsiCo and Gatorade, independent brands (i.e.Body Armor) resort to nature’s best elixir, coconut water.
Unlike flavored water, a single serving of coconut water contains twice the potassium (25% DV) of a banana. In addition, it is “lower” in sugar (11-18g per serving).
Once the dust settles in distributing the product to Kroger stores, Gatorade plans to expand the release to other like-minded stores and, yes, convenience stores.