Cult drink returns to Germany
Competition is growing in the competitive market for sports drinks. While Coca-Cola wants to bring its Prime product to fans and recreational athletes with the help of FC Bayern Munich, Pepsi is reviving an already well-known brand.
The colorful drink Gatorade, which is primarily aimed at athletes, is getting a second chance in Germany. According toLebensmittel Zeitung, the drinks marketer Drinks & More has entered into a partnership with the soda company PepsiCo to bring the drink back onto German shelves. The first attempt ended in 2009 and the new attempt is also a challenge to competitor Coca-Cola.
According to the report, the new attempt is to begin in April. According to Drinks More, which belongs to the Krombacher Group, the "Orange", "Tropical Burst", "Cool Blue" and "Lemon" variants are to be offered. - Some will also be available as sugar-free variants. All varieties will be offered in half-liter bottles.
According to the report, Gatorade is one of the best-known and most valuable beverage brands. The British management consultancy Brand Finance ranks Gatorade in 6th place worldwide in the non-alcoholic drinks category. In a number of US sports, the "Gatorade shower" is obligatory after major successes, for example in American football. In Europe, according to the report, the Champions League and top English club Manchester City are sponsored by the brand, which was developed in Florida in 1965.
In Germany, Coca-Cola is the top dog in the sports drinks sector with Powerade, according to further information. With the help of FC Bayern Munich, the influencer drink Prime is now also set to gain a foothold in this country. Meanwhile, the example of Repeat shows that the market is tough: the vitamin water advertised by Dortmund player Marco Reus failed to catch on and has since disappeared from the shelves.
The return of Gatorade to Germany poses a new challenge for Coca-Cola, as the food industry giant PepsiCo revives this popular sports drink. Notably, PepsiCo has partnered with Drinks & More to bring back Gatorade, with popular flavors like Orange, Tropical Burst, Cool Blue, and Lemon set to be available.
Source: www.ntv.de
