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Gatorade To Remove Artificial Dyes by Fall 2026
PepsiCo said 150 new brands have crowded the hydration market, pushing Gatorade to add clearer labels, lower-sugar drinks and new powders.
- On Thursday, PepsiCo announced a major Gatorade overhaul, removing artificial colors from top flavors like Fruit Punch and Lemon Lime while repositioning the brand to target everyday hydration needs beyond athletics.
- Competition from brands like Liquid I.V. and BodyArmor drove the shift, as Gatorade seeks to simplify a 'diluted and confusing' hydration market where more than 150 million Americans report weekly dehydration.
- Mike Del Pozzo, President, PepsiCo Beverages U.S., said the brand is applying '60 years' of sports science to new offerings, including Gatorlyte Longer Lasting launching later this year.
- While PepsiCo targets a 2027 completion for removing artificial colors, the company is adjusting its timeline relative to the voluntary deadline set by Health Secretary Robert F. Kennedy Jr.
- National availability for the new lineup is set for 2027, positioning Gatorade to capture broader consumer segments as the brand transitions from a niche sports drink into a general wellness staple.
71 Articles
71 Articles
Gatorade switches to plant-based dyes in MAHA win
Gatorade beverages are switching from artificial food coloring to plant-based dyes this year, marking a win for the Make America Healthy Again movement, which has sounded the alarm about the health effects of synthetic chemical dyes. PepsiCo, Gatorade’s parent company, announced that before the end of spring, it will remove artificial colors from all powder stick mixes; by the fall, the company will have removed all artificial dyes from Gatorade…
Gatorade Will Remove Artificial Colors
At least some versions of Gatorade will no longer have synthetic colors, PepsiCo said on April 16. One new version, Gatorade Lower Sugar, has no artificial flavors, sweeteners, or colors, in addition to having less sugar than the regular Gatorade. Gatorade is working to remove synthetic colors from all its products, and will later in the spring roll out powder sticks without artificial colors. Gatorade also plans to debut three flavors, includin…
Gatorade shifts strategy after 60 years
PepsiCo is repositioning its Gatorade brand to target a broader consumer base, moving beyond its traditional focus on elite athletes to address what the company describes as widespread dehydration affecting everyday Americans.
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