Brand Strategy Beverage Gatorade

Gatorade pushes its ‘beyond-the-beverage’ efforts with three new Gx System products


By Webb Wright, NY Reporter

October 4, 2022 | 3 min read

The brand aims to promote its reputation as a holistic athletic health and wellness brand with three new innovations.


Gatorade is expanding its non-beverage product portfolio / Gatorade

Gatorade wants to be more than just a sports drink. Today, the brand is unveiling three new innovations in an effort to expand its ‘beyond-the-beverage’ Gx System product portfolio: gummy dietary supplements, a ‘Smart Bottle’ and an updated app.

The Gx system launched last year, debuting with the Gx sweat patch – an adhesive fitness wearable that pairs with an app and helps athletes develop and track personalized exercise regimens. With its three new products being released today, Gatorade hopes to strengthen its tech appeal and its reputation as a brand that’s concerned about all aspects of an athlete’s experience – not just their hydration.

“At Gatorade, we understand athletes’ hydration and fueling needs better than anyone else, so our innovation pipeline goes beyond the bottle,” Drew Palin, senior director of Gatorade Innovation, said in a statement. “The Gx System is a manifestation of this ambition, providing highly-personalized performance insights previously only available to the pros, and making it accessible to all athletes with the Gx Sweat Patch, Smart Gx Bottle and Gx App.”

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The Smart Gx Bottle – which the brand describes as “a personal hydration coach in a bottle” – includes a lid that lights up to help the drinker meet daily hydration goals (which can be adjusted and monitored through the app). Gatorade Gummies – which come in two varieties, ‘Immune Support’ and ‘Recovery’ – are the brand’s first vitamin supplement products. The third and final product being launched today is an upgrade to the Gx App, including new workout programs modeled on those used by some of Gatorade’s A-list athlete partners, such as Serena Williams and pro soccer player Mallory Pugh.

According to Duane Stanford, publisher and editor of Beverage Digest, Gatorade’s efforts to expand its non-beverage product portfolio can be attributed in part to the need to appeal to a younger audience. “Gen Z is tech-savvy, so Gatorade has to respond to that to recruit the next generation, especially now with so many new brands entering the market,” he said.

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