New product available in Fruit Punch, Mountain Berry Blast and Orange flavors
June 10, 2013
Atlanta-based The Coca-Cola Co., which launched Dasani Drops in October of last year, launched another brand into the liquid drink mix segment but with a sports drink angle.
Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage analyst at Chicago-based market research firm Mintel.
The Coca-Cola Co., Atlanta, plans to host events for fans of all ages in the company’s hometown during the 2013 National Collegiate Athletic Association (NCAA) Men’s Final Four weekend, which also is taking place in Atlanta. Coke Zero, the official fan refreshment of the NCAA, and Powerade, the official sports drink of the NCAA, will be the dominant players in the company’s celebrations, it says.
Cytosport, the Benicia, Calif.-based parent company of Muscle Milk and Muscle Milk Light, launched Muscle Milk Light Peach Mango in 14-ounce ready-to-drink bottles. Peach Mango is the first Muscle Milk Light beverage option to be naturally flavored and sweetened with stevia, monk fruit and cane sugar, the company says.
During Super Bowl XLVII, Kraft Foods Group Inc. unveiled its new Mio Fit liquid water enhancer, which enables consumers to turn water into a zero-calorie sports drink.
The Coca-Cola Co., Atlanta, announced that Powerade, the official sports drink of the London 2012 Olympic Games, is offering athletes from around the world the opportunity to train with professional athletes and coaches at the Powerade Sports Academy during the Olympics.
Similar to how superheroes like Spiderman and Batman have been known to blur the boundaries between advocates for justice and vigilantes, sports and protein drinks are transitioning from being separate categories to the emergence of one overall sports performance market, experts say.