Dive Brief:

• PepsiCo will remove artificial colors from three of its top Gatorade flavors this fall, as part of a larger refresh that positions the brand beyond sports performance, the company said Thursday.
• The fruit punch, lemon lime and orange varieties of Gatorade’s signature Thirst Quencher beverage and Gatorade Zero will include only colors from fruits and vegetables. The sports drink brand’s powder stick portfolio will also remove artificial colors in the spring. 
• The move is part of a larger effort to meet consumers’ hydration needs across hydration occasions. The repositioning additionally involves new product launches including Gatorlyte Longer Lasting, which includes a first-to-market proprietary electrolyte blend to keep consumers hydrated longer than water.

Dive Insight:

Removing artificial dyes poses a challenge for Gatorade because consumers tend to know the flavors by their colors.

In a statement Thursday, Mike Del Pozzo, president of PepsiCo Beverages U.S., said the company is working to remove artificial colors from its portfolio while still “maintaining the bold Gatorade color people know and love.”

The launch follows PepsiCo’s reformulation of several of its snack brands, including Doritos and Cheetos, with a colorless offering of the snacks. Gatorade was one of four brands the company is set to update this year, including Quaker, Lay’s and Tostitos, CEO Ramon Laguarta previously said. Pepsico is on track to remove artificial colors from its portfolio by the end of 2027, a year later than the voluntary deadline set by Health Secretary Robert F. Kennedy Jr. 

Gatorade and sports have gone hand-in-hand for years, but now the brand is looking outside the field for its next chapter. 

PepsiCo said that 95% of Americans recognize the importance of hydration, but 150 million report feeling the effects of mild or moderate dehydration weekly. This was the impetus of Gatorade’s pivot, with the company saying the hydration market is difficult to navigate with “different marketing claims and confusing cues.”

Gatorade said sports performance is still part of the brand’s foundation, and the hydration focus represents a “natural extension,” of its decades of research into sports. In February, Laguarta said the refresh is designed to expand the brand to everyday occasions, including for consumers “who don’t do sports.”

“We’re going to take the science of sports into the science of every day,” he said at the Consumer Analyst Group of New York conference. 

Along with the change in colors, the sports drink brand also announced the release of new products that speak to consumer demand for hydration. Gatorade Lower Sugar, which is available now, has 75% less sugar than its classic offering and no artificial flavors, colors or sweeteners. 

New launch Gatorlyte Longer Lasting will roll out later this year and be available nationally in 2027. Among Gatorade’s ready-to-drink offerings, Gatorade contains the highest level of electrolytes, and is meant for “long travel days, demanding work shifts, or sustained physical activity.”

The company is additionally rolling out a new labeling system for its offerings based on its hydration capabilities, including benefits that are “better,” “faster,” and “longer” than water.

Hydration is the top benefit desired and purchased by consumers in food and beverage, according to Innova Markets. While sports drinks have dominated the category, consumers have begun to reach for natural alternatives like coconut water due to their lower sugar content, Spins data shows.

Sugar can help transport electrolytes and provide quick carbs in a high-intensity workout, though it’s not necessary for daily activities, according to Spins. Gatorade is hoping to create a larger hydration portfolio that can fit consumer needs for any activity.

“What that science has shown us is simple: everyone needs hydration, and it isn’t one-size-fits-all,” Del Pozzo said in a statement. “We believe we have a responsibility to help people understand their hydration needs, not just on game day, but across everyday wellness and performance moments.”