September 6, 2022
PepsiCo’s Gatorade is entering the energy drink category with its first caffeinated beverage, called Fast Twitch. Each 12-ounce bottle contains 200 milligrams of caffeine, electrolytes, and B vitamins, reports Food Dive.
The beverage, which was developed along with the NFL and sports performance experts, contains no sugar or carbonation and comes in some of the same flavors as Gatorade. Fast Twitch will start appearing on the sidelines of NFL games in the coming weeks and hit store shelves starting in February.
PepsiCo’s Gatorade has become a juggernaut brand with annual sales topping $6 billion and control of more than 70% of the sports drink market by focusing on hydration. But with competitors like Coca-Cola’s BodyArmor surging in popularity, the market staple is looking for new avenues of growth and differentiation.
For PepsiCo, Fast Twitch not only allows the snack and beverage company to double down on the popular energy drink space but also participate in more parts of an individual’s workout.
Caffeine is a natural diuretic that removes salt and water from the body. While Fast Twitch has caffeine to boost energy, it is designed to be consumed before drinking a hydrating beverage during a workout, PepsiCo told CNBC.
Unlike other pre-workout drinks loaded with sugar that many consumers are avoiding, Fast Twitch omits the sweetener. It also bypasses the use of carbonation and artificial ingredients that have deterred many consumers from trying energy drinks in the past.
“We’ve spent decades studying the best athletes in the world, and what we’ve learned is there hasn’t been an athletic energy solution they can trust that is designed for them to start fast and ignite their performance,” Anuj Bhasin, vice president of marketing and general manager for Gatorade Brands, said in a statement.
Research contact: @FoodDive