Coca-Cola’s Powerade will reassert itself in the US this year with increased marketing and advertising spending, and two major product introductions. A new Powerade Power Water will go head-to-head with PepsiCo’s Propel fitness water for the first time since Propel’s introduction 20 years ago. Like Propel, the sugar-free electrolyte- and vitamin-enhanced Power Water will target lower-impact workout occasions or casual daily hydration. The second new product, Powerade Ultra, will focus on endurance workouts ranging from triathlons to body building...

Coca-Cola has now confirmed details of its mainstream sparkling water launch, which we first wrote about in August (BD 8/29/19). Called Aha, the brand’s March debut will challenge National Beverage’s LaCroix and PepsiCo’s Bubly. Until now, Coke has resisted entering the mainstream sparkling water category with a sweeping challenger, opting instead for line extensions of Dasani and Smartwater, plus Topo Chico. Aha marks a reversal of that strategy as Coca-Cola aims to capitalize on the struggles of market leader LaCroix while slowing down the relatively unchecked growth of category disruptor Bubly. Aha’s success will depend largely on Coke’s ability to grab consumers’ attention in a crowded category that offers little differentiation between mainstream formulas.

Coca-Cola grew US carbonated soft drink (CSD) dollar and volume sales during the first-nine months of this year, according to retail data tracked by BD. The company outpaced the...

Bodyarmor sports drink has agreed to re-evaluate several of its advertising claims related to PepsiCo’s market-leading Gatorade following a dispute that reached the Federal Trade Commission. According to a Sept. 13 letter by the FTC, Bodyarmor has agreed to...