‘G Zero,’ as the new Gatorade is called, is the first no-sugar product introduced in Gatorade’s 53-year history. The drink is scheduled to hit shelves across the U.S. in June. The initial flavors will include Lemon-Lime, Orange and Glacier Cherry.
The shift in preferences represents a challenge for food & beverage brands that rely on sweeteners. Gatorade, which accounts for more than 70 percent of the sports drinks market, faces pressure from new competitors like coconut water, which boast simpler ingredients.
While the overall sports drink category has declined, those without sugar fared better, the report says. Gatorade and Coca-Cola Co.'s Powerade, both lost volume in 2017, as Powerade Zero grew, according to Beverage-Digest.