Pepsi Empties Gatorade Naturals Due to Lack of Healthy Demand
Have you noticed anything different about PepsiCo’s (NYSE:PEP) line of Gatorade and G2 Naturals? Hint: It’s gone. Fox News reported last week that the world’s second largest soda company discontinued its line of Gatorade it marketed as “natural” in November after it found that the sports drinks weren’t selling as well as they should.
The poor sale of Gatorade Naturals surprised Pepsi, as more consumers have recently been paying closer attention to ingredient lists and shunning beverages with unrecognizable chemicals. However, the company confirmed to Fox News that it no longer sells the products and explained, “engagement with athletes on their fueling needs, we found that Gatorade Naturals and G2 Naturals did not resonate with this core consumer.”
The Purchase, New York-based company has been struggling to continue to appeal to consumers who are becoming increasingly health conscious — that’s why Gatorade Naturals were expected to be a hit among athletes who wanted their favorite beverage’s electrolytes but weren’t necessarily crazy about all the chemicals. On the company’s website, the drinks were advertised to have the benefits of regular Gatorade with added ingredients like sea salt, but Fox News says that Pepsi didn’t invest significantly in its marketing efforts, and it paid the price of its frugality.