Gatorade is partnering with the National Football League (NFL) to launch its first energy drink, dubbed Fast Twitch, in 2023.
The new product, set to begin a “massive rollout” next year according to a spokesperson for the PepsiCo-owned sports drink brand, will be packaged in a 12 oz. resealable bottle and feature the same flavors as the core Gatorade line but with the addition of 200mg of caffeine and B vitamins. The six-SKU line is not carbonated and is sugar-free.
The company claims that Fast Twitch is the “first athletic energy drink developed in consultation with the NFL and sports performance experts.” Players will have “exclusive access” to Fast Twitch during the 2022-23 season, including on the sidelines during games.
Gatorade is stepping into the “athletic energy” space not for the first time: it previously offered a caffeinated entry (70mg) in its low-calorie offshoot Bolt24, which has been discontinued.
The launch comes as caffeine has taken a larger role in the sports and fitness beverage categories. The brand’s chief rival, Coca-Cola-owned BodyArmor, introduced its caffeine-boosted line EDGE in 2021, while sugar-free “performance energy” drinks targeted at pre-workout occasions – including C4, ZOA, Bang and Celsius (another Pepsi partner) – have emerged from fitness and nutrition retailers to become mainstream players.
Energy has become a specific focus for Pepsi in recent years. Along with its distribution pact and minority stake in Celsius, the conglomerate also markets energy drinks from Rockstar and MTN DEW, as well as through its North American Coffee Partnership with Starbucks.
Pepsi has a long-term business relationship with the NFL, having renewed its contract in May to use the league’s rights for its brands.