Riding the wave of demand for organic products, PepsiCo-owned Gatorade has launched a new line of organic sports drinks. Gatorade’s new G Organic series comes to market approximately nine months after PepsiCo first announced that it was developing an organic sub-line for the brand.
Dr Pepper Snapple Group (DPSG) has increased its ownership position in BodyArmor, having invested an additional $6 million in the premium sports drink brand. The deal, finalized in March, comes approximately seven months after DPSG acquired an 11.7 percent stake in BodyArmor for $20 million. DPSG now owns 15.5 percent of the brand.
Starring brand ambassadors Andrew Luck, James Harden, Rob Gronkowski, Mike Trout, Richard Sherman, Buster Posey and Skylar Diggins, the spot takes some lighthearted shots at the old guard of sports drinks.
At the Vallarta Supermarket on Whittier Blvd. in East Los Angeles, Coca-Cola, Sprite and Fanta Mexicana sell for 4 cents a bottle. But those aren’t the only beverages that the retailer offers with a price point below the market standard.
Yes, the rollout of Body Armor has featured some missteps; yes, people have noticed. But founder Lance Collins, as grizzled a beverage veteran as any, is determined to achieve success with his multi-function, “superdrink” brand. But the current ultra-competitive pricing environment for beverages, in which new products face off against highly promoted brands made by bigger companies, has made that road tougher than ever, Collins said.
Body Armor, the brand started by Fuze founder Collins and backed by heavyweight investor and Vitaminwater sales chief Mike Repole, announced yesterday that the nutrient-enhanced "superdrink" will be distributed by the DPSG network in New Jersey and Northern California.
Baltimore Running Back Teams Up With Superstar Roster of Athletes as Partner and Investor
LOS ANGELES, CA–(Marketwire – Oct 3, 2012) – BODYARMOR SuperDrink™ announces today that Baltimore running back Ray Rice has joined BODYARMOR SuperDrink™, the creator of the SuperDrink™ beverage category, as its newest investor and partner. He is the latest addition, joining gridiron football stars Rob Gronkowski, LeSean McCoy, and Jason Pierre-Paul,
Less than a week after announcing its deal with New England Patriots tight end Rob Gronkowski, BODYARMOR has landed two more National Football League (NFL) players as partners and investors. The multifunction beverage company signed both New York Giants defensive end Jason Pierre-Paul and Philadelphia Eagles running back LeSean McCoy to endorsement deals that give both players equity in the business.
Los Angeles (August 14, 2012) – BODYARMOR SuperDrink™ announces today that Rob Gronkowski, pro football Superstar, has joined BODYARMOR SuperDrink™ as partner in a multi-dimensional agreement. The partnership will focus on promoting the breakthrough science and performance innovation of BODYARMOR SuperDrink™.
BODYARMOR SuperDrink™, creator of the SuperDrink™ beverage category, is packed with a proprietary blend of nutrients that provides consumers an unparalleled combination of Superior …
Calling Under Armor’s lawsuit against the company “a prime example of trademark bullying by a corporate giant,” Body Armor says it’s ready to do battle with the sports apparel company. In its first response to the trademark infringement lawsuit filed by Under Armour in April, Body Armor, a multifunction beverage, stated that “it is nearly impossible that consumers or retailers of either brand would confuse the two” and vowed to fight what chairman Mike Repole called a “ridiculous” claim.