Gatorade Launches Longer Lasting Hydration Drink, Rebrands to Target Non-Athletes
Gatorade announced a rebrand aimed at non-athletes and will introduce Gatorade Longer Lasting, a new drink blending glycerin and electrolytes to hydrate longer than water, set for release next year. The brand also removed artificial colors and launched a lower sugar product last month.
marketscreener.comThe company will also clearly label products that hydrate better or faster than water, as part of its updated marketing approach.
Competitors have also expanded their offerings to non-athletes.
LMNT launched a smaller, 12-ounce version of its sparkling electrolyte drink last fall. , founded in 2012 as a sports drink mix, was acquired by Unilever in 2020. Gatorade’s origins date back to 1965 when Dr.
Gatorade contains salt to replace electrolytes, sugar to improve energy, and lemon juice for flavor.
Story Timeline
5 events- 2026-04
Gatorade Lower Sugar with 75% less sugar went on sale.
1 source@ABC - 2025-09
LMNT introduced a smaller, 12-ounce version of its sparkling electrolyte drink.
1 source@ABC - 2023
Powerade received brighter packaging promoting increased electrolytes.
1 source@ABC - 2023-09
Powerade began selling Power Water, a zero-sugar electrolyte drink aimed at non-athletes.
1 source@ABC - 2020
Unilever acquired Liquid I.V., a sports drink mix founded in 2012.
1 source@ABC
Potential Impact
- 01
The removal of artificial colors and lower sugar options could respond to consumer health trends.
- 02
Increased competition from new brands and rival products like Powerade and LMNT may pressure market share.
- 03
Gatorade’s rebrand and new product launch may increase its appeal to non-athlete consumers.
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