Gatorade Debuts BOLT24

The new drink, geared toward athletes, is part of the functional beverages trend.

July 12, 2019

CHICAGO–Gatorade has entered a new product into the functional beverage space. BOLT24 will be available this summer and is a low-cal, better-for-you drink aimed at athletes, Forbes reports. Mordor Intelligence expects the worldwide functional beverage market to accelerate 8.66% within five years to hit $208 billion by 2024.

With no artificial sweeteners or flavorings, BOLT24 has 80 calories and 100% of the daily value of vitamins A, B3, B5, B6 and C. Electrolytes come from watermelon and sea salt. BOLT24 has three flavors: Watermelon Strawberry, Tropical Mango and Mixed Berry. The new drink is “the first product in a new platform for the brand.”

“With this launch, Gatorade’s commitment to fueling athletic performance goes beyond the field, supporting athletes’ athletic lifestyle around the clock by providing advanced, all-day hydration,” the company said about the launch.

With BOLT24, Gatorade is also tapping into the trend of less sugary drinks. Other beverage companies are creating drinks that focus on flavor, taste and nutrition, such as Coca-Cola’s Simply Smoothies.

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