In the world of soft drinks, there would hardly any moment when soft drink companies have not tried something extra to outsmart its rival.
In a move to increase the fizz of cola war, Coca cola acquired a minor stake in health drink brand BodyArmor. And now, in order to keep abreast with the phenomenon paradigm shift of consumers’ preference from a soft drink to a more sport centred health drinks, these companies are trying their best to retain this new vertical of the market.
The deal is being seen as a smart move by Coca-Cola to take in PepsiCo’s (PEP) popular energy drink Gatorade, which retains a higher market share in comparison to the Coca Cola’s Owned PowerAde.
The announcement which comes after several weeks of speculation that the brand will be changing its partnership, Coca cola was considered as the most likely bidder. At present, it is speculated that the recently merged company Dr.Pepper with BodyArmor, will also sell its 15 % stake.
From now, Body Armor will now make use of coca cola’s large processing plants and distribution network. Coca cola sets to position BodyArmor as its premium products amongst youth and sportspersons.
Erstwhile, it was claimed that brand BodyArmor retained coconut water blended with electrolytes as compared to other health drinks. Besides, due to its low sodium content and absence of artificial color blended with corn syrup, consumers start taking the product as the healthier option available in the market. Maintaining the same blend and promotional campaigns featuring prominent athletes, BodyArmor attained momentum in recent years and nearly jostled the market position of its close rivals, including PepsiCo’s Gatorade.
“BodyArmor competes in the expansive and fast-growing sports performance and premium hydration categories that are much larger than sports drinks. This is where the BodyArmor brand has been growing exponentially,” said Coca-Cola North America President Jim Dinkins.
It should be noted, in a later part of the story, Vitamin Water and Smart Water has also joined CocaCola which subsequently boom CocaCola’s business to a multi-billion dollar brands.