Why Gatorade is getting into the gummies business
The PepsiCo-owned brand continues its innovation push as it fends off new competitors in the sports drink segment.
BigThink
Gummies, bottles and more
The gummies, which sell for $24.99 a box, are only being sold online at gatorade.com. Gatorade is currently keeping the gummies limited to direct-to-consumer sales in order to get a sense of who their core consumer is, before moving in the future to stores such as Target and Walmart, said Palin.
The “Gx sweat patch”—which collects an athlete’s sweat during a workout and recommends hydration methods tailored to the individual—debuted last year and is sold online and at Dick’s Sporting Goods.
Other products that Gatorade released include a new version of the Gx Bottle called the “Smart Gx Bottle,” priced at $59.99 on the brand’s website. The bottle is compatible with pods that include concentrations of electrolytes and carbohydrates to “optimize personal hydration and fueling strategies,” according to the brand.
The new version of the bottle can now connect to Gatorade’s app and has a lid that lights up to act as a reminder of an athlete’s goal that day. The brand is also adding programs to its app, including marathon and agility workouts. The programs are modeled after those done by Gatorade endorsers such as Serena Williams, Jayson Tatum, DK Metcalf and Mallory Pugh. The app's development was led by Work & Co, Gatorade's lead digital experience agency.
