BodyArmor energizes its brand with caffeinated sports beverage15 Feb 2021
Sports drink brand BodyArmor released a new addition to its lineup that is fortified with 100 mg of natural caffeine as well as 1,000mg of electrolytes. Called BodyArmor Edge, the beverage comes in four flavors: Berry Blitz, Tropical Chaos, Power Punch and Orange Frenzy, which are now sold in the U.S. as well as on Amazon.
Since its debut in 2011, BodyArmor has climbed to become the No. 2 sports drink in the U.S. generating over $1 billion in sales annually. Gatorade retains the No. 1 spot, according to IRI data. Last year, however, BodyArmor founder Mike Repole told CNBC that it aims to dethrone PepsiCo’s sports drink brand by 2025. The first step is this newest Edge line, which, according to a statement from company president Brent Hastie, is “our most innovative product yet.”
Functional beverages proliferate throughout supermarket aisles, and sports drinks are one of the categories that has been around the longest, promising better performance and hydration for athletes. For 10 years, BodyArmor has catered to that niche with its four products aimed not only at quenching thirst but also fortifying those who drink it with coconut water, low sodium and high potassium levels, lack of artificial colors and natural sweeteners instead of high fructose corn syrup. In 2018, this premium positioning persuaded Cocoa-Cola to take a minority stake in the company.
Although at the time there were rumors of a full acquisition by the soda giant, BodyArmor continues to operate independently, rolling out its own formulations and continuing to have access to Coca-Cola’s bottling system to quickly disperse its products throughout the United States.
Repole, who continues to independently operate the company, has a history of creating smash hits. In the early 2000s, he helped Glaceau, which Cola-Cola purchased in 2007 for $4.1 billion, create its smartwater and vitaminwater lines. With ample experience in successfully developing hydration choices that consumers gravitate towards, it will be worthwhile to watch the development of the BodyArmor brand over the next five years.
As for the Edge beverage, caffeine is a notable choice as consumers are clamoring for more solutions to boost their energy. Over the course of the pandemic, the International Food Information Council found that 28% of people are drinking more caffeinated beverages. And this increase in interest is unlikely to abate. Last June, the market research company, Packaged Facts forecast strong growth for coffee and energy drinks in the year ahead.
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