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Rollout Of Certified Organic Gatorade Coming Soon

August 31, 2016: 12:00 AM EST
PepsiCo is nearly finished test-marketing a USDA-certified organic version of Gatorade in some Kroger stores. It plans a rollout in a few grocery, natural and convenience stores over the next few weeks. To obtain the organic certification the company had to make sure G Organic Gatorade contained no artificial ingredients and had to refine its manufacturing process. Though the brand controls 70 percent of the sports drink market, it is facing heavier competitive pressure from challengers like coconut water, as consumers increasingly prefer more natural ingredients in foods and beverages. G Organic will be available in strawberry, lemon, and mixed berry flavors at a suggested retail price of $1.69 for a 16.9-ounce bottle, $0.50 more than the standard version.
Jennifer Kaplan, "Gatorade Goes Organic as PepsiCo Joins Natural-Product Push", Bloomberg, August 31, 2016, © Bloomberg L.P.
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