PepsiCo revamps ‘formidable’ Gatorade

Gatorade, which was created 45 years ago and still controls about three-quarters of the sports drink market, saw its retail sales drop by nearly 13 percent in the U.S. last year, according to trade journal Beverage Digest. Its market share dropped by more than two points, reports the Atlanta Constitution.

Sales of Coca-Cola’s Powerade fell less than 2 percent, and the brand grabbed most of Gatorade’s lost market share.

PepsiCo’s third-largest beverage brand behind Pepsi and Mountain Dew, Gatorade is now in the midst of a major product-development and advertising push … fueled by the natural sweetener, stevia.

Click for the full Atlanta Constitution story.