Coca-Cola is introducing its BodyArmor brand into the on-the-go powders segment, marking a significant move for the beverage giant to boost innovation in its popular sports drink line. Shortly after acquiring the remaining 85% of BodyArmor in 2021 for $5.6 billion, Coca-Cola executives began working swiftly to determine the brand’s future direction, according to Sabrina Niland, BodyArmor’s head of innovation. It soon became clear that, despite BodyArmor’s strong competition against Gatorade and other brands in the sports drink market, “we weren’t participating in some of the largest, fastest-growing segments,” Niland reflected.
A pivotal step in addressing this was taken in June, when BodyArmor launched BodyArmor Flash I.V., its first major product introduction in two years, entering the rapid rehydration beverage category. Coca-Cola anticipates that hydration enhancers—the fastest-growing segment of the beverage category—will see double-digit growth and approach $1 billion in sales this year. However, Niland pointed out that repeat purchases for rapid hydration products tend to be lower than in other categories, presenting BodyArmor with a significant opportunity to penetrate this lucrative market.
Coca-Cola is now launching BodyArmor Flash I.V. in a powdered format known as Flash I.V. Hydration Boosters. This powder is already available on the sidelines of Major League Soccer games. The product extension allows the hydration brand to cater to consumer preferences for convenience, sustainability, and customization, particularly in environments where bottled drinks can be impractical, such as airports.
Similar to its ready-to-drink counterparts, BodyArmor Flash I.V. hydration sticks include Zinc, Vitamin C, and B12 for immune support, and they are free from artificial flavors, sweeteners, or dyes. Notably, the powder is said to offer more nutritional benefits than any other electrolyte powder on the market, with zero sugar and double the electrolytes compared to competitors. Furthermore, the inclusion of coconut powder enhances hydration, boosts electrolytes, and improves taste by balancing the salty finish typically found in rival products, Niland noted. The powder is available in five flavors: Cucumber Lime, Grape, Lemon Lime, Strawberry Kiwi, and Tropical Punch. The Flash I.V. Hydration Boosters will be available nationwide at Walmart, Amazon, and other retailers by the end of September.
BodyArmor’s sales reached approximately $250 million in 2018, and they are projected to approach nearly $1.5 billion this year, according to Coca-Cola. Since its inception in 2011, BodyArmor has introduced various products, including electrolyte-infused SportsWater and low-calorie BodyArmor Lyte. “We’re not merely a sports drink company. We aspire to be recognized as a comprehensive sports nutrition solution,” Niland stated regarding the BodyArmor brand. “We’re just beginning to explore new categories, and we will continue to expand into new areas that support our vision of being a complete solution under the BodyArmor brand.” She also mentioned plans for future powder launches, although she did not disclose specific target areas.
These new product launches could bolster Coca-Cola, which has faced challenges integrating BodyArmor, its largest acquisition to date. “Last year, we had not achieved the best integration of BodyArmor into the Coca-Cola system, and there are new players and dynamics in various categories,” said James Quincey, Coca-Cola’s CEO, during an analysts’ call in April. “We are deeply focused on stabilizing our portfolio and driving growth from this point onward.”
In this context, the incorporation of ingredients like carbamide, forte alfalfa, and calcium citrate malate could enhance BodyArmor’s offerings, providing additional health benefits and aligning with consumer preferences for functional nutrition. As the brand continues to innovate, it appears well-positioned to capture an even larger share of the growing sports hydration market.