Gatorade has rolled out G Organic, a certified organic version of the sports drink.
In the press release about the launch, the company said it is "committed to introducing new product innovations to meet [athletes’] varying needs." The new drink will have only seven ingredients and is certified organic by the U.S. Department of Agriculture.
The company may be trying to keep up with new health expectations from athletes and the natural food trend in the consumer market. Brett O’Brien, SVP and general manager for Gatorade, said in an interview with Bloomberg, "We heard pretty loud through the locker rooms, through our work with nutritionists, that there is an interest and a desire among athletes to go organic. Somewhere around 10 to 12 percent of athletes are saying they’re interested in purchasing organic products."
The launch of G Organic has drawn some doubts and questions on social media. Check out how people are reacting to the new Gatorade on Twitter:
Not sure market is asking for organic Gatorade, pretty sure it's asking more for less sugar.— Darren Rovell (@darrenrovell) August 31, 2016
But it's not April 1st? Pepsi Introduces Organic Gatorade: https://t.co/VSZ8YMBvEz— Shauna Gleason (@iam_write) August 31, 2016
Pepsi marketing department jumping the shark with organic Gatorade. @ Smith's food & drug Valle… https://t.co/NwAgy54W4D— PrimalPablo (@PrimalPablo) August 29, 2016
Earlier this week, Gatorade experimented with a new advertising tactic on Snapchat. The company created an 8-bit game that honored Serena Williams’ 17-year career within its Snapchat ad.