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Gatorade launches BOLT24, a ‘functional beverage’ that fuels athletic performance

July 15, 2019

Gatorade is adding to its signature line of sports drinks for the first time in 20 years. The new drink, called BOLT24, is targeted at refreshing and rehydrating athletes—with a no-sugar, high electrolyte, better-for-you beverage formula, Forbes reports.

Fitting squarely in what the beverage industry identifies as the “functional drink category,” BOLT24 is said to contain only 80 calories; and 100% of the daily value of antioxidant vitamins A and C; as well as vitamins B3, B5, and B6. Notably, the product contains no artificial sweeteners or flavors. It delivers electrolytes from watermelon and sea salt.

BOLT24 is described as “the first product in a new platform for the brand,” suggesting that Gatorade intends to produce other, perhaps similar products. The launch this week coincided with the ESPY Awards, one of the biggest nights in sports. It will appear on store shelves across the country, as well as on Amazon, later this summer.

The official statement released by Gatorade’s PR agency reads: “With this launch, Gatorade’s commitment to fueling athletic performance goes beyond the field, supporting athletes’ athletic lifestyle around the clock by providing advanced, all-day hydration.”

According to a report by Mordor Intelligence, the global “functional beverage” category— which includes energy drinks, sports drinks, nutraceutical drinks, dairy alternative-based beverages, fortified juices, and enhanced water—is expected to grow 8.66% in the next five years, topping $208.13 billion by 2024.

The three launch flavors are  Mixed Berry, Tropical Mango, and Watermelon Strawberry. Suggested retail price is $2.19 for each 16.9 ounce bottle.

Research contact: @Forbes