PepsiCo has unveiled a new phase for its Gatorade brand, expanding its focus beyond traditional sports use as it looks to position hydration as part of everyday life.

The move builds on more than 60 years of research into hydration and athletic performance, with the company aiming to apply that expertise to a wider range of consumer needs and occasions. The update includes refreshed packaging, new product development and changes to formulations.

The shift comes as PepsiCo points to a gap between awareness and behaviour. While 95% of Americans recognise the importance of hydration, more than 150 million report experiencing mild to moderate dehydration on a weekly basis.

Damian Browne, SVP of R&D for US beverages at PepsiCo, said hydration is often misunderstood. He noted that dehydration can build gradually throughout the day and that thirst is not always a reliable indicator.

Hydration plays a role in several bodily functions, including temperature regulation, nutrient delivery, joint lubrication, energy levels and cognitive focus. However, PepsiCo said increasingly crowded shelves and varied product claims have made it harder for consumers to choose the right products.

Mike Del Pozzo, president of PepsiCo’s US beverages category, said the company sees an opportunity to bring more clarity to the category. He added that hydration needs vary between individuals and situations, and that the brand aims to help consumers better understand those needs beyond sport.

As part of the repositioning, Gatorade is introducing what it calls an 'Advanced Hydration System,' designed to make product benefits clearer. Packaging will highlight whether products hydrate better, faster or longer than water, helping consumers navigate different use cases.

The company is also expanding its product portfolio to address a broader range of occasions. This includes the development of Gatorlyte Longer Lasting, a new product featuring a proprietary electrolyte blend designed to help the body retain fluids for longer periods. The product is being introduced in limited distribution this year, with a wider launch planned for 2027.

In parallel, Gatorade is updating formulations in response to changing consumer preferences. A new lower-sugar offering, Gatorade Lower Sugar, contains 75% less sugar than the brand’s Thirst Quencher and does not include artificial flavours, sweeteners or colours.

PepsiCo also confirmed plans to remove artificial colours from parts of the portfolio. Powder stick products will eliminate artificial colours later this spring, while three ready-to-drink flavours – Fruit Punch, Lemon Lime and Orange – will transition to colours derived from fruits and vegetables later this year.

Despite the broader positioning, the company emphasised that sport remains central to the brand. Gatorade said its expanded focus is intended as an extension of its existing science-led approach, rather than a shift away from its athletic roots.

The updated packaging and product system are expected to begin appearing in stores in the coming weeks.