Marks Coca-Cola’s entry into the category of sports hydration
In-line with its endeavor to provide a spectrum of beverage choices to the consumers, Coca-Cola India has launched ‘Powerade’, a sports beverage that delivers quick hydration and powers athletes and fitness enthusiasts.
Powerade will be endorsed by ace cricketer and athlete par excellence, Mahendra Singh Dhoni. Powerade is also the official sports drink of the ICC Cricket World Cup 2019, owning the athlete training zones and Hydration Break during matches- “Powered by Powerade”.
The launch of Powerade symbolizes Coca-Cola India’s entry into the nascent category of sports hydration. Powerade has been specially formulated with ION4 (Sodium, Potassium, Magnesium and Calcium) to give that extra powerful push required during a high-performance fitness activity or endurance sports.
The beverage contains a good balance of carbohydrates and electrolytes that enables quick fluid absorption and retention, provides higher energy leading to enhanced performance and faster recovery for athletes during an intense physical activity.
Highlighting the thought behind the launch of Powerade in India, Anoop Manohar, Director – Emerging Categories, Coca-Cola India, said, “The launch reiterates our strategy to drive growth by expanding our category play and offer consumers more of the beverages they want for every occasion in their lives. As a consumer-centric company, we continuously listen to the consumers, and our research has shown that a growing population of sports and fitness enthusiasts in India are looking for evolved hydration solutions that help them perform better. Powerade is a global sports hydration brand from The Coca-Cola Company’s portfolio which fuels fitness and sports enthusiasts, and helps them push their limits.”