Meanwhile, Can BodyArmor Regain Pre-Acquisition Momentum
February 1, 2023
For decades, Coca-Cola’s Powerade existed to fight off US sports drink leader Gatorade, which created what is now at least a $12 billion category, according to BD all-channel data. In more recent years, Powerade all but faded into the background, overshadowed by a challenger called BodyArmor that pledged to displace PepsiCo-owned Gatorade with claims of better-for-you ingredients and an in-your-face marketing voice. That may now change. A year after acquiring BodyArmor and merging it into a standalone unit with Powerade, Coca-Cola is ready to get...
During an interview at Future Smarts last month, a Wall Street analyst said he would have been laughed off the stage several years ago had he predicted US carbonated soft drink pricing growth of +15% without a troubling pullback in volume. No one is laughing now. Consumer acceptance of significant pricing growth across major beverage categories has shocked even the most seasoned industry watchers. Despite the price escalation, CSD volumes declined at a manageable -1.4% last year. Energy drink makers, who are generally slower to boost prices in a booming category with lots of new entrants, raised pricing by +6.3% and still added +3.5% more volume. While Sports drink category ...
Major US non-carbonated beverage categories generated higher pricing at retail during the first nine months of 2022, which lead to dollar gains in all categories tracked by BD. While volume fell for all categories except plain bottled water, the declines did not show accelerated erosion compared to the six-month trend. Sports drinks and plain bottled...
Bang Energy, whose parent company has filed for bankruptcy protection, announced today that it will expand to the UK and Ireland. Meanwhile, the brand told retailers and distributors last week that the words “Fuel Your Destiny” will replace “Super Creatine” at the top center of the brand’s
Category Challenger to Evolve From ‘Great Product to a Lifestyle Brand’
September 7, 2022
Pisa Pharmaceuticals has hired former Red Bull marketer Christian Patiño Webb as CEO of the company’s Electrolit “instant hydration” business globally. He will be based in Houston and report to Pisa’s board of directors. His background in the consumer packaged goods industry includes...