Beverage Giant, PepsiCo, Joins The Organic Bandwagon

Food and beverage manufacturers are revamping their products by using organic and natural ingredients. One company that has recently joined the bandwagon is PepsiCo.

PepsiCo is launching a new version of Gatorade that has been certified organic by the USDA. The new product is devoid of any artificial flavoring and coloring. PepsiCo is releasing the new product to adapt to the growing natural food movement in the United States amongst athletes.

This is not the first time the company has changed ingredients found in Gatorade. In the past, it has removed some ingredients like brominated vegetable oil (BVO) after the company has been criticized online for using a questionable ingredient. However, this time, PepsiCo will launch organic Gatorade as a new product line with a higher price than traditional Gatorade.

Beverage Companies Like PepsiCo Must Give Consumers the Option

Gatorade controls 70% of the sports drink market, but it faces pressure from newcomers like coconut water which is favored by many people. Moreover, the organic food industry has increased its sales to $43.3 billion in 2015 which is equal to 11% of the total consumer food and beverages sales.

It took the company two years of research before it could launch the new line of products. Today, the company released different flavors of organic Gatorade such as lemon, mixed berry, and strawberry in Kroger for the initial beverage launch. Gatorade’s senior vice president Brett O’ Brien noted that the company aims to expand the distribution of the product to many natural convenience stores as well as select groceries.

Ordinary consumers are not the only ones who prefer to drink organic beverages. Athletes, who are the biggest consumers of Gatorade, want to go organic. According to the survey conducted by Gatorade, 12% of athletes show interest in buying organic products.

Revamping Gatorade to an all-natural product means that the company had to shed all artificial ingredients and refine its manufacturing practices. One of the major concerns from consumers is a change in taste because of the significant changes in ingredients.  PepsiCo assures its current customers that the taste will remain the same without sacrificing the nutritional value.

This bold move is not only observed in PepsiCo. Other companies have also shifted and joined the natural movement. For instance, General Mills has stopped using artificial ingredients in some of its cereal products while Kraft Heinz Co. released an organic version of its fruit juices.

While the product is sold at $0.50 more than the non-organic equivalent, the company is still confident that people will patronize the product because of its organic claim. After all, many consumers are now after organic products, and this is what the new Gatorade is all about.

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Unhealthy Additives Are Transforming Gatorade

Consumers are now connecting their health to the food and beverages that they consume. PepsiCo, who owns Gatorade, is facing a backlash regarding the types of unhealthy additives used in making their signature drinks.

So what’s inside a 32-oz Gatorade? It contains 54.4 grams of sugar which are more than the recommended daily allowance of an average person. Although 50 grams of sugar provides energy for individuals who are always working out or on the go, an average person does not have a need for it.

gatorade-label-serving-size-sugarSugar is the Silent Killer in Sports Drinks

There are different types of sugar. In chemistry, sugar is categorized as sucrose, fructose, glucose, maltose, and lactose. They are carbohydrates that fuel the body by providing the energy that it needs to sustain daily activities. Many food experts believe that sugar is one of the unhealthy additives that we include in our diet. It is important to take note that there are different forms of sugars, but one of the dangerous types of sugar for our health is sucrose, also known as white sugar or table sugar. Sugar is made from plants, and they can come from sugar beets or sugar cane. The natural juices are extracted from both plants and are crystallized to form white sugar which is made up of 99% sucrose.

Sugar is not a low-calorie additive. In fact, it has a high glycemic index (GI) which is a measure of blood glucose response after eating a particular food. Since its GI is high, this means that your blood sugar level is immediately elevated just a few minutes after consuming a tablespoon of it.


The Fight Against Sugar & Unhealthy Additives 

The ability of table sugar to raise the blood sugar level within a few minutes of ingesting it is the reason why people want to avoid Gatorade and other beverages.  For this reason, beverage companies are now launching innovations to keep their customers not only happy but also healthy. Many beverage companies are now offering low-calorie drinks, but their marketing strategy does not end there. Many companies are now attempting to create natural drinks by cutting out synthetic ingredients from their beverage mixtures.

For instance, PepsiCo removed the brominated vegetable oil from Gatorade’s formula in addressing the call of a 15-year old activist who launched an online campaign against the unhealthy additive. Moreover, the company also developed a sports drink that does not have artificial coloring and is sweetened with natural cane sugar.

The new line of beverages looks promising, but consumers are seeking drinks that fit their nutritional needs. Sport drink companies are trying to capitalize on the opportunity by creating healthier drinks without sacrificing the taste. For instance, both PepsiCo and Coke are now investing in coconut water, Suja juice, and sparkling water after calls by nutritionists to switch from sports drinks to drinks with less sugar and unhealthy additives.

Today, beverage companies are not only looking into making low-calorie drinks, but they also want to deliver beverages that are healthy—to fit the lifestyles of its many health-conscious consumers.

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beverages from whole fruit and vegetables nutrients vitaminsWhere are the Nutrients?

How are we able to market a beverage as “sports nutrition” and there are ZERO nutrients in the drink? On the other hand, some of these “nutritious” drinks are using synthetic vitamins and minerals to fortify their products. How is that any better? We should be looking for ways to deliver whole food nutrients into beverages like Gatorade and Powerade.

NutriFusion® developed a  patented method for stabilizing the nutrients in whole fruits and vegetables. We are here to help sports nutrition brands bring healthy, nutritious products to market. If you are interested in learning more, please visit the Beverages page below for more information.