Gatorade turning its focus to non-athletes

Gatorade invented hydration drinks. Now it’s fighting to own them again

NEW YORK — It’s not just hardcore athletes who want to stay hydrated, and that’s become a problem for Gatorade. PepsiCo, which owns Gatorade, announced ...

Gatorade turning its focus to non-athletes

Sixty years after it invented sports drinks, Gatorade is making a surprising pivot: It's no longer focusing primarily on athletes.

Gatorade Is Making A Big Change After 60 Years In The Hydration Game

Gatorade is rolling out a major overhaul with new packaging, lower-sugar formulas, fewer artificial colors, and a bigger focus on everyday hydration.

Gatorade Shifting Brand: A Change From It’s Florida Origin – WRUF 98.1 FM

A University of Florida-made beverage looks to make a splash in the industry.  Pepsi Co. announced on Thursday that Gatorade will begin catering its product toward non-athletes. The company’s rebrand contradicts its origin story from Gainesville. In 1965, Florida professor Dr. Robert Cade created Gatorade to help the Florida football team deal with dehydration issues from heat exhaustion. The brand grew from Florida to aiding teams worldwide, wi…

Gatorade’s Neon Evolution: The Multi-Billion Dollar Pivot to Clean Labels and Low-Sugar Performance

The Gatorade lightning bolt has served as the undisputed beacon of athletic recovery since its inception in a University of Florida laboratory in 1965. For sixt