Beverage News

Gatorade, GNC to launch fortified coconut waters

November 9, 2010
/ Print / Reprints /
ShareMore
/ Text Size+

PepsiCo’s Gatorade brand announced a joint venture agreement with nutritional retailer GNC to develop and sell fortified coconut water products. Planned under the Phenom brand name, the line will address the growing demands of health-conscious consumers for natural products to help them with their daily regimen, the company says.
 
“Phenom is perfectly positioned at the intersection of health and wellness and natural hydration,” said Massimo D’Amore, chief executive officer of PepsiCo Beverages Americas, in a statement. “This is an exciting new phase of our relationship with GNC. As our partner, they are a strong brand and provide well-recognized capabilities in the health and wellness space. Phenom will leverage these strengths in combination with PepsiCo’s scale and leading coconut water know-how. We see a bright future for the Phenom initiative, by meeting the growing needs of U.S. consumers with a great-tasting beverage.”
 
PepsiCo and Gatorade first partnered in May for the retail launch of Gatorade’s G Series Pro products.
 
“This is the first time GNC has joined forces with a leader in the food and beverage industry to introduce a new line of products, and we are delighted to have PepsiCo as our partner,” said Joe Fortunato, chief executive officer of GNC, in a statement. “Coconut water has been recognized as one of the fastest growing categories in the beverage industry, and we believe this joint venture represents an exciting opportunity to launch a fortified and differentiated line of coconut water products. We believe the combination of PepsiCo’s strong capabilities in the global consumer beverage market with GNC’s vitamin and mineral capabilities will uniquely position the Phenom brand of coconut water in the health and wellness market.”
 
The venture expands PepsiCo’s presence in the health and wellness sector, which most recently was expanded with the announcement of its Global Nutrition Group, the company says. Phenom coconut water products are expected to be available during the second quarter of 2011 at GNC locations nationwide prior to a wider release in other retailers, it says.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI August 2014 cover

2014 August

The August 2014 Beverage Industry includes a cover story on KeVita, as well as articles about beverage consumers, natural and organic varieties, smart snacks, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Best Beverage Categories

Which beverage category will perform the best in the second half of 2014?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px