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PepsiCo Launching Organic Gatorade


This year, PepsiCo will begin offering two versions of its popular sports drink Gatorade — traditional and organic. Currently, Gatorade, which recently celebrated 50 years on the market, contains sucralose and artificial coloring, though it does include certain natural ingredients and flavors. The company hasn’t yet disclosed what ingredients would be added or eliminated to make the sports drink organic.

But Organic Gatorade is one several new projects PepsiCo is moving forward with in its latest marketing campaign targeting consumers wanting healthier on-the-go foods.

Forbes says it appears that PepsiCo is trying to tap into the healthy drinks trend, which is grabbing big sales and will continue to do so, as consumers in developed economies also choose healthy beverages. On December 14, PepsiCo launched its “Hello Goodness” initiative of vending units that offer healthy product choices from the company’s diverse food and beverage portfolio.

With some three-fourths of Americans buying organic products, the category has shifted from niche to mainstream, according to Carl Jorgensen, director of global consumer strategy of wellness, at food broker, Daymon Worldwide, Stamford Conn. More consumers are looking for foods and beverages with no GMOs, preservatives and more “natural” foods, so PepsiCo’s searching outside of the soda industry for growth to keep its edge.

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