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150 Million Americans Feel Dehydrated*. Gatorade Aims to Change How People Think About Hydration.April 16, 2026 6:00 AM
PR Newswire (US)

Built on 60 years of studying hydration and performance, Gatorade is making hydration science easier to understand with clearer guidance on packaging, new innovations, and continued steps to remove artificial colors from its product portfolio. PURCHASE, N.Y., April 16, 2026 /PRNewswire/ -- PepsiCo (NASDAQ: PEP) today announced a transformational new era for the Gatorade brand, expanding how its science-backed hydration expertise shows up beyond sport occasions. Built on 60 years of research studying hydration's effects on athlete performance, Gatorade remains committed to that purpose and is applying the same rigor to help people better understand and meet their hydration needs across a broader range of activities and moments. Gatorade's new era includes a refreshed product label design, and product innovations designed for more people and more occasions.

THE PROBLEM: Hydration is widely recognized, but widely misunderstood. While 95% of Americans recognize the importance of hydration, more than 150 million still report feeling the effects of mild or moderate dehydration weekly."One of the biggest misconceptions about hydration is that it only matters for elite athletes or extreme situations," said Damian Browne, SVP of R&D, PepsiCo Beverages U.S. "In reality, mild to moderate dehydration can build gradually across the day for most people, often without realizing it, and thirst is not always a reliable signal."Hydration supports how the body functions, including temperature regulation, nutrient delivery, joint lubrication, energy, and cognitive focus. As a result, it can affect everyday life in dramatic ways that don't always look like "dehydration."At the same time, hydration has become harder to navigate. Shoppers face crowded hydration shelves filled with different marketing claims and confusing cues, making it more difficult to know what products to choose, when, and why. Without clarity, even well-intentioned consumers can struggle to hydrate effectively.WHY THIS RESTAGE: Decades of science create an opportunity to lead with clarity. "For 60 years, Gatorade has studied hydration and performance and translated those learnings into products proven to hydrate better than water alone," said Mike Del Pozzo, President, PepsiCo Beverages U.S. "What that science has shown us is simple: everyone needs hydration, and it isn't one-size-fits-all. We believe we have a responsibility to help people understand their hydration needs, not just on game day, but across everyday wellness and performance moments."Gatorade's new chapter is designed to put education and clarity at the center of the consumer experience, helping people understand hydration so they can choose products with confidence.THREE BIG CHANGES GATORADE IS MAKINGGatorade is prioritizing hydration education that helps people make better choices, product innovation designed for more occasions and more people, and new formulas that reflect today's evolving consumer preferences. The three changes for the brand are:Clearer benefit messaging on packaging to address different hydration needs. The Gatorade Advanced Hydration System, a new portfolio structure, is aimed to help consumers quickly understand how products Hydrate Better, Faster, or Longer than water.Breakthrough product innovation to serve more occasions and more people, supporting a broader range of needs, intensities and everyday moments where hydration is often overlooked. New Gatorlyte Longer Lasting will begin rolling out later this year, with national availability in 2027. It includes a first-to-market proprietary electrolyte blend. Gatorlyte Longer Lasting is designed to help the body retain fluid and stay hydrated longer than water. It will be Gatorade's highest electrolyte ready-to drink offering and was developed for activities when maintaining hydration over extended periods matters – like long travel days, demanding work shifts, or sustained physical activity.New formulas with lower sugar and no FD&C colors. Del Pozzo said, "By listening to consumers, we're learning more of what they want and don't want in their Gatorade. We're on a journey to remove artificial colors from our product portfolio while maintaining the bold Gatorade color people know and love."
Gatorade Lower Sugar, now available, contains no artificial flavors, sweeteners, or colors, and has 75% less sugar than Gatorade Thirst Quencher. Gatorade's Artificial Colors Transformation. Gatorade is actively working to remove artificial colors from Gatorade products. Later this spring, the full powder stick portfolio will remove all artificial colors. Later this fall, three of the brand's top ready-to-drink flavors in Gatorade Thirst Quencher and Gatorade Zero — Fruit Punch, Lemon Lime and Orange— will no longer contain FD&C colors, instead using colors from fruits and vegetables to retain the bold color that consumers expect from Gatorade.SPORT IS THE FOUNDATIONThis new chapter broadens where and when Gatorade shows up, but it does not change what the brand stands for, or where its credibility was built. Sport remains Gatorade's foundation, and the brand's expanded focus is a natural extension of decades of hydration science developed for athletes and validated through performance.Gatorade will continue to serve as the leader in sports hydration, while applying that same science-backed expertise to support a broader population looking to optimize their hydration.Consumers can expect to see the Advanced Hydration System and new visual identity hitting store shelves in the coming weeks.Gatorade Products For More Occasions Gatorade Functionality Applicable occasions Applicable Drinks Hydrates Better than WaterEveryday occasions like a fresh morning start or to accompany an afternoon walk. On the field of play and athletic endeavors.• Gatorade Thirst Quencher• Gatorade Zero• Gatorade Lower Sugar (New)• Gatorade and Gatorlyte powdersHydrates Faster than WaterDuring a cold/flu when maintaining hydration helps aid recovery. Physical activity in high sweat situations, like extreme sports, outdoor and high-exertion manual labor jobs. Recovering from a late night where you seek to replenish fluids fast.• Gatorlyte Hydrates Longer than WaterLong flight where you want to avoid multiple bathroom visits. First thing in the morning to jump start your daily hydration. A sustained physical activity with minimal breaks, like soccer.• Gatorlyte Longer Lasting (New) *Mild to moderate dehydrationAbout The Gatorade Portfolio
The Gatorade Portfolio, a division of PepsiCo (NASDAQ: PEP), is a connected performance and wellness ecosystem built to fuel all athletes and exercisers. Bringing together Gatorade, Propel, Evolve and Muscle Milk, the Gatorade Portfolio is the most complete offering in the category today, with a broad range of personalized solutions at every stage of the active person's journey. This integrated system of brands is built on Gatorade's 61-year history of studying athletes and is fueling the future of athletic performance and wellness by delivering solutions across hydration, protein, energy and all-day nutrition to fuel consumers, no matter how or why they sweat. For more information and a full list of product offerings, please visit www.gatorade.com.About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated nearly $94 billion in net revenue in 2025, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and drinks, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is our strategic end-to-end transformation that places sustainability at the center of our business strategy, seeking to drive growth and build a stronger, more resilient future for PepsiCo and the communities where we operate. For more information, visit www.pepsico.com, and follow on X (Twitter), Instagram, Facebook, and LinkedIn @PepsiCo.Contact:
Maya Savino
maya.savino@omc.com

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Original: 150 Million Americans Feel Dehydrated*. Gatorade Aims to Change How People Think About Hydration.

Capital Rotation: Why Smart Money is Chasing Functional WellnessFebruary 6, 2026 9:07 AM
PR Newswire (US)

ISSUED ON BEHALF OF DOSEOLOGY SCIENCES INC.Equity-Insider.com News CommentaryVANCOUVER, BC, Feb. 6, 2026 /PRNewswire/ -- Legacy strategies are stalling as consumers abandon static products for brands that deliver real utility. This pivotal shift toward added value[1] is dismantling the old model of simple shelf dominance. We are entering a high-growth cycle where the functional market is forecast to expand from $164 billion to over $240 billion by 2031[2]. This creates a scalable opportunity for the movers and shakers redefining the sector: Doseology Sciences Inc. (CSE: MOOD) (OTCPK:DOSEF) (FSE: VU70), Keurig Dr Pepper (NASDAQ: KDP), Nature's Sunshine (NASDAQ: NATR), PepsiCo (NASDAQ: PEP), and Splash Beverage Group (NYSE-A: SBEV). Investors need to look past traditional category labels and focus on lifestyle integration[1]. Data shows that health and wellness is the only sector with net positive spending intent this year[3]. While other industries cut back; half of all consumers are actively prioritizing functional products that fit seamlessly into their routine. This disconnect between robust demand and current market valuations presents a compelling entry point for capital looking for growth.Doseology Sciences Inc. (CSE: MOOD) (OTCPK: DOSEF) began pilot production of caffeine-based energy pouches in late January 2026, introducing its Feed That Brain brand into the growing oral pouch market. The Kelowna, British Columbia-based company is testing nicotine-free pouches that deliver caffeine in a small, portable format similar to the tobacco-free nicotine pouches that have gained popularity in recent years.The pilot products avoid the sugar, carbonation, and liquid bulk of traditional energy drinks. Instead, users get measured caffeine doses in a discreet pouch format. A small direct-to-consumer test is expected within weeks to gather customer feedback and operational data before any larger commercial rollout."This pilot reflects a disciplined and intentional approach to evaluating new product formats within our platform," said Tim Corkum, President and COO of Doseology. "Feed That Brain brings a strong foundation in functional product design, and this initiative allows us to assess caffeine-based, pouch-format energy delivery under a measured and compliant framework."The initiative follows Doseology's December 2024 acquisition of the Feed That Brain brand for $400,000, paid through stock issuance. The Toronto-based cognitive health brand, founded by Forbes-recognized entrepreneur Rena R. Dempsey, originally focused on functional gummies and nootropic supplements designed to support mental performance.Doseology also brought on Joseph Mimran as Strategic Advisor in a three-year deal valued at $400,000 in restricted share units. Mimran co-founded Alfred Sung, founded Club Monaco (later sold to Ralph Lauren), and created the Joe Fresh retail brand. He stated that Doseology's product development approach and attention to regulatory requirements encouraged his involvement.The Feed That Brain purchase puts Doseology at the crossroads of two fast-growing consumer categories. Grand View Research projects the global energy drinks market will expand from $79.4 billion in 2024 to $125.1 billion by 2030. The nicotine pouch segment is forecast to surge from $5.4 billion in 2024 to over $25 billion by 2030, a 29.6% annual growth rate. Consumer concerns about sugar intake and beverage overconsumption have driven interest in alternative caffeine formats.Doseology currently sells Gummies and Collagen products under the Feed That Brain brand in close to 500 Canadian retail locations. Its U.S. subsidiary, Doseology USA Inc., established earlier this year, is developing pouches that combine caffeine with nootropics and adaptogens. The company is led by CEO Chris Jackson, President and COO Tim Corkum, and Strategic Go-to-Market Advisor Patrick Sills.CONTINUED... Read this and more news for Doseology Sciences at:
https://equity-insider.com/2025/12/19/what-comes-after-cigarettes-vapes-and-energy-drinks/Keurig Dr Pepper (NASDAQ: KDP) launched a recommended public cash offer for all issued and outstanding shares of JDE Peet's at EUR 31.85 per share, with the offer period running from January 16 to March 27, 2026. The JDE Peet's board of directors unanimously supports and recommends the offer, with shareholders representing approximately 69% of outstanding shares having irrevocably committed to tender, and all competition clearances have been obtained.Following the acquisition, Keurig Dr Pepper plans to separate into two independent, U.S.-listed publicly traded companies creating a scaled North American refreshment beverages challenger and a global coffee leader serving over 100 countries. Closing is expected early in the second quarter of 2026, with Keurig Dr Pepper bringing annual revenue of more than $15 billion and a portfolio of over 125 owned, licensed, and partner brands to the combined platform.Nature's Sunshine (NASDAQ: NATR) subsidiary Synergy Worldwide received recognition from Euromonitor International naming its Pro-Argi-9+ the world's number one L-arginine supplement based on 2024 retail sales value, reinforcing the product's growing global momentum in the health and wellness space. The flagship supplement features a unique formula combining L-arginine and L-citrulline to support nitric oxide production and promote healthy circulation throughout the body."Pro-Argi-9+ exemplifies Synergy's legacy of translating world-class science into life-changing wellness," said Kevin Fuller, Global Chief Marketing Officer. "Euromonitor International's recognition affirms Pro-Argi-9+ as the category-defining L-arginine supplement and a powerful catalyst for circulation, cardiovascular wellness, and overall vitality."Nature's Sunshine markets and distributes nutritional and personal care products in more than 40 countries, manufacturing most products through its own state-of-the-art facilities. The company remains committed to advancing innovation through its Synergy Worldwide division while empowering health through science-backed solutions.PepsiCo (NASDAQ: PEP) announced it is lowering suggested retail prices by up to nearly 15% on many of its most popular snack brands including Lay's, Doritos, Cheetos, and Tostitos, with new pricing rolling out across the United States ahead of the Super Bowl. The move comes as the company responds to consumer feedback about rising everyday costs making daily purchasing decisions more difficult."We've spent the past year listening closely to consumers, and they've told us they're feeling the strain," said Rachel Ferdinando, CEO, PepsiCo Foods U.S. "Lowering the suggested retail price reflects our commitment to help reduce the pressure where we can."The pricing change is part of PepsiCo's broader strategy to increase accessibility alongside ongoing portfolio refinements including the removal of artificial flavors and colors from Lay's and Tostitos. Retailers ultimately set their own prices, meaning shoppers may see even greater savings depending on the store.Splash Beverage Group (NYSE-A: SBEV) announced that Senor Frog's has selected Chispo Tequila as its house tequila across an initial group of locations in Florida, the Bahamas, and Mexico, marking the brand's first high-profile national hospitality partner. Senor Frog's belongs to Grupo Anderson's Mexico, which operates more than 50 business units and 15 distinct restaurant brands across four countries."This is exactly the type of early success we set out to achieve when we developed Chispo," said William Meissner, President and Chief Marketing Officer of Splash Beverage Group. "The Senor Frog's team was thoughtful, disciplined, and thorough in their selection process, and we're honored that Chispo earned their confidence."The initial placement is expected to introduce Chispo to hundreds of thousands of guests annually in a high-energy, experiential on-premise environment. Splash Beverage Group expects to continue expanding Chispo's distribution footprint through additional on-premise and retail partnerships as the Jalisco-produced tequila builds momentum in 2026 and beyond.Article Source: https://equity-insider.com/2025/12/19/what-comes-after-cigarettes-vapes-and-energy-drinks/ CONTACT:
Equity Insider
info @acblanke1DISCLAIMER: Nothing in this publication should be considered as personalized financial advice. We are not licensed under securities laws to address your particular financial situation. No communication by our employees to you should be deemed as personalized financial advice. Please consult a licensed financial advisor before making any investment decision. This is a paid advertisement and is neither an offer nor recommendation to buy or sell any security. We hold no investment licenses and are thus neither licensed nor qualified to provide investment advice. The content in this report or email is not provided to any individual with a view toward their individual circumstances. Equity-Insider.com is a wholly-owned subsidiary of Market IQ Media Group, Inc. ("MIQ"). This article is being distributed for Maynard Communications ("MAY"), who has been paid a fee for an advertising campaign. MIQ has not been paid a fee for Doseology Sciences. Inc. advertising or digital media, but expects to be paid a fee from ("MAY"). There may be 3rd parties who may have shares of Doseology Sciences Inc., and may liquidate their shares which could have a negative effect on the price of the stock. This compensation constitutes a conflict of interest as to our ability to remain objective in our communication regarding the profiled company. Because of this conflict, individuals are strongly encouraged to not use this publication as the basis for any investment decision. The owner/operator of MIQ own shares of Doseology Sciences Inc., which were purchased as a part of a private placement. We also expect further compensation as an ongoing digital media effort to increase visibility for the company, no further notice will be given, but let this disclaimer serve as notice that all material, including this article, which is disseminated by MIQ has been approved by Doseology Sciences Inc.; this is a paid advertisement, we currently own shares of Doseology Sciences Inc. and will buy and sell shares of the company in the open market, or through private placements, and/or other investment vehicles. While all information is believed to be reliable, it is not guaranteed by us to be accurate. Individuals should assume that all information contained in our newsletter is not trustworthy unless verified by their own independent research. Also, because events and circumstances frequently do not occur as expected, there will likely be differences between any predictions and actual results. Always consult a licensed investment professional before making any investment decision. Be extremely careful, investing in securities carries a high degree of risk; you may likely lose some or all of the investment.SOURCES:https://www.strategyand.pwc.com/de/en/industries/consumer-markets/cpg-outlook.htmlhttps://www.mordorintelligence.com/industry-reports/functional-beverage-markethttps://civicscience.com/health-and-wellness-the-only-category-with-net-positive-spending-intent-in-2026/Logo: https://mma.prnewswire.com/media/2840019/Equity_Insider_Logo.jpg

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Original: Capital Rotation: Why Smart Money is Chasing Functional Wellness