Powerade changes its formula
Renamed ‘Powerade ON4’ Coca-Cola says the new formula will contain 95 per cent more electrolytes than its current Isotonic 600ml bottle.
The product relaunch will be supported with a multi-million dollar media campaign that will play out over the next 15 months. NRL stars Billy Slater and Greg Inglis will be featuring in advertisements and the drink is expected to be aligned with the 2016 Rio Olympics.
Tracey Evans, Group Marketing Manager of Hydration at Coca-Cola Pacific said that the growing popularity of sports drinks drove the decision to change Powerade’s formula.
“In the booming sports drink category what has become apparent is that innovation and exclusive partnerships are driving transactions,” Evans said.
An August 2015 report from Roy Morgan Research revealed Powerade as Australia’s most consumed sports drink. The data also revealed that at least 8 per cent of the population drink sports beverages within any given seven day period.
POWERADE ION4 is available now nationally from most beverage retailers in 600ml single serves. The drink comes in a number of flavours including Mountain Blast, Berry Ice, Lemon Lime, Gold Rush and Blackcurrant.
According to Nielsen figures published by Retail World in its December 2014 annual report Powerade (regular) has a 43.5 per cent volume brand share within the Australian grocery market.
Gatorade follows (35.1 per cent volume share), Maximus (6.3 per cent), Powerade Zero (3.6 per cent) and Staminade (10.7 per cent).