PepsiCo to invest $30M into Gatorade brand in 2010

AP News
Posted: Dec 15, 2009 1:54 PM

PepsiCo Inc. will invest $30 million into its struggling Gatorade brand next year, to roll out new drinks that it wants people to use before, during and after exercise.

The company said Tuesday it also plans to replace high fructose corn syrup in all Gatorade products with sugar and other sweeteners next year. The changes to the sports drink brand come after the company decided to discontinue its Tiger Woods line last month. That decision came before Woods' marital problems and infidelities became known. The brand remains a sponsor of the golfer.

Gatorade products have been struggling in the recession as people switch to less expensive products like water. Gatorade sales volume fell 14 percent in the first nine months of the year, according to trade publication Beverage Digest. But the brand continues to dominate the $7.5 billion sports-drink category with a 75 percent share.

The company said in a statement next spring it will launch the "G Series," which was developed with input from athletes like runner Usain Bolt and tennis star Serena Williams.