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Beverage Innovation

Tracking The Drinks Marketplace


BodyArmor Wants Powerade To Supplant Gatorade As The Top Ranked Sports Drink

New NCAA rules permitting college athletes to endorse products for money gives Coca-Cola hope that its Powerade energy drink can dislodge Gatorade from the top of the sports drink market. Federico Muyshondt, CEO of BodyArmor and head of the Powerade brand, said it has started partnering with college football programs and signing deals with athletes, such Jared Verse, Malaki Starks and Mario Williams. Powerade was put under the BodyArmor business when Coca-Cola acquired in 2021 the 85 percent of Bodyarmor it didn’t already own. Muyshondt said, although there was just a 7 percent overlap in consumers for the Powerade and Bodyarmor, “we see Bodyarmor and Powerade complementing each other rather than competing against each other.” The integration hasn’t been easy, according to Coca-Cola’s CEO James Quincey, but it has settled down under Muyshondt’s leadership. 

£31 Million Investment For CCEP’s Wakefield UK Site Includes Production and Innovation Enhancements

A new £31 million investment at Coca-Cola Europacific Partners’ Wakefield site in the UK will support a state-of-the-art canning line due to be operational next year and able to produce 2,000 cans each minute. Infrastructure upgrades included in the scope will enhance production and future innovation, and involve new storage facilities as well as support attached cap production capabilities for the site’s two lines. Vanessa Smith, CCEP’s director of supply chain operations, also highlighted how the investment will align with a commitment to more diverse recruitment that reflects the communities in which it operates. 

BodyArmor Sports Nutrition Introduces Flash I.V. Hydration Boosters

Coca-Cola’s BodyArmor Sports Nutrition brand is debuting Flash I.V. Hydration Boosters, single-serve powder sticks to provide energy with over 2,200mg of electrolytes and no more than 15 calories. They also offer immunity benefits using zinc and vitamins B and C, but with no sugar, artificial flavors or sweeteners. Launch will include flavors such as tropical punch and cucumber lime and they will be available offline nationally and online on Amazon.

Swire Coca-Cola’s 25 Mainland China Factories Will Be 28 In Two Years

Coca-Cola bottler Swire in China aims to build three more plants by the end of 2025. One is in Suzhou in eastern China. The others are Zhengzhou, further north, and one in the south, in Guangdong. Swire says the Suzhou project, worth around 2 billion yuan, is the “single largest strategic investment in the Chinese mainland market”. It expects total investment in mainland China over the next decade to reach more than 12 billion yuan. 


Rehab Monster Range Adds Wild Berry Tea To Help Hydrate After Partying

Another innovation has joined the Monster Energy stable. Monster is adding Wild Berry Tea to its Rehab Monster line. It contains electrolytes; coconut water: vitamins B3, B5, B6 and B12; and antioxidant botanicals to help hydration to “get you back on your feet after a long night of partying." Each can offers 160mg of caffeine, with 25 calories and under 5g of sugar. It can be bought in grocers nationwide and in the convenience channel.

Other Companies

Karma Energy Water Represents A “Transformative Leap”, According to Karma Water’s CEO

Karma Energy Water is the latest addition to Karma Water’s product portfolio. It was developed in partnership with ingredient manufacturer Kyowa USA and contains 150mg of natural caffeine from green tea and Kyowa USA’s Cognizin Citicoline, to support brain health. Karma’s CEO, CJ Rapp, calls Karma Energy Water “a transformative leap in the sector” as consumers demand healthier energy products backed by science. The new product has no artificial or processed sweeteners, colors or flavors. It comes in five flavors: Raspberry Peach, Melon Dragonfruit, Blueberry Watermelon, Orange Mango and Pineapple Coconut. It’s vegan, sweetened naturally, non-GMO and free of preservatives, gluten and lactose.

Prime Energy Has Disrupted The UK Sport Drink Market

Viral sports beverage brand Prime Energy sold around $377 million in the past year, up over 1,670 percent according to data from Circana and analyzed by TheSportsDaily. It still lags Gatorade, with over $7 billion, Body Armor and Powerade in the sports drink brand ranking, but Prime has seen sales soar in supermarkets like Tesco, Morrisons, Aldi and Sainsbury’s, and has disrupted brands like Body Armor, down over 10 percent, and Powerade, down 2.4 percent. 


ThaiBev Outlines 7 Billion Baht Investment Package In Current Fiscal Year

Thai Beverage aims to invest seven billion baht in the current fiscal year to support domestic and international expansion. Four billion baht will be spent on a new beer production factory in Cambodia and the remainder on logistics facilities, a biogas factory and other projects. Its growth strategy is based on three pillars: growth, sustainability and enablement. Growth will be targeted by diversifying its market footprint and expanding its product range. Much of the expansion encompasses beer, such as the Cambodian plant, and spirits, with a greater presence in the international premium spirit market a priority, especially in Asia, including China. Up to 1 billion baht will be spent on expanding the food business, and KFC and Oishi. The first nine months of the current fiscal year saw its revenues rise by almost 4 percent, with positive contributions from all business segments.
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