Bodyarmor is a high-quality sports drink that provides excellent hydration. Mike Repole created it in 2011. It contains electrolytes, coconut water, and antioxidants. In August 2018, Coca-Cola acquired a minority position in Bodyarmor, making it the company’s second-largest shareholder after Repole.
The brand’s recent innovation is Bodyarmor Edge, launched in 2021. It combines the exceptional hydration of Bodyarmor Sports Drink with a caffeine boost to give customers an edge.
The Coca-Cola Company entirely bought body armor in November 2021. It continues to evolve as an absolute game changer in active hydration. Though the company discontinued some of the products over the years, Body Armor Edge is a premium sports drink. In this article, we will learn more about Body Armor Edge.
Sports drinks from Body Armor are “more natural
The Coca-Cola Company owns Bodyarmor SuperDrink, an American sports drink brand. The company has launched several products, including Sports, “Lyte” Sports, “Edge Sports,” and “SportWater.”
On March 17, 2020, The National Advertising Division (“NAD”) advised that BA Sports Nutrition, LLC (“BA”) discontinue several claims for its Body Armor and Body Armor Lyte sports drinks.
In point-of-sale and online advertising, the contested claims included the following:
Express claims:
1. Body Armor is described as “the more natural sports drink.”
2. Body Armor contains “more natural ingredients than Gatorade Thirst Quencher and Zero.”
3. Body Armour Lyte is “the more natural, low-calorie sports drink.”
4. Body Armour Lyte contains “more natural ingredients than Gatorade Thirst Quencher and Gatorade Zero.”
Implied claims:
1. Body armor and body armor Lyte is more natural than other sports beverages.
2. Body Armor and Lyte had more natural options than Gatorade and Zero.
3. Body Armor and Lyte have fewer artificial chemicals than Gatorade.
4. Body Armor and Body Armour Lyte have fewer artificial ingredients than Gatorade Thirst Quencher and Zero.
The launch of Body Armor Edge
Body Armor has announced the launch of Body Armor Edge in 2021. It is a high-quality sports drink that contains natural caffeine.
BodyArmor Edge is designed to provide the latest in active hydration and sports nutrition. It combines the excellent hydration features of BodyArmor Sports Drink with natural caffeine, intending to give customers a boost on and off the field.
BodyArmor Edge uses the same coconut water-based recipe as BodyArmor Edge Sports Drink. It contains over 1,000 mg of electrolytes and 100 mg of natural caffeine.
“BodyArmor has changed the sports drink industry by providing hydration options that today’s athletes want and need. BodyArmor Edge is the company’s most innovative product yet,” said Brent Hastie, President of BodyArmor, in a statement.
“BodyArmor Edge blends our tried-and-true sports drink formula with a burst of natural caffeine. It is for customers who want to get more out of their day. We are thrilled to introduce BodyArmor Edge. It is another game-changer in sports nutrition and performance within our active hydration range,” he added.
The launch comes as the brand expands and redefines the $40 billion active hydration industry. BodyArmor is the nation’s second most popular sports drink, with retail sales of more than $1 billion.
BodyArmor Edge comes in a 20-ounce bottle. It contains antioxidants, natural tastes, and sweeteners, with no synthetic colors. BodyArmor Edge is available in stores nationwide and online at Amazon in four flavors. They are:
- Berry Blitz,
- Tropical Chaos,
- Power Punch, and
- Orange Frenzy.
Discontinued Body Armor Edge products
There were no details about the discontinued products of Body Armor Edge. As per Wikipedia, the discontinued items are as follows:
- Berry Blitz Edge
- Orange Frenzy Edge
- Power Punch Edge
- Strawberry Slam Edge
- Tropical Chaos Edge
- Watermelon Wave Edge
However, why are these products being discontinued?
The body needs to be mentionedArmor’s strategy to overtake Gatorade
BodyArmor is stepping up its attempt to dethrone Pepsi’s Gatorade as the leading sports drink brand. It is executing it with the launch of its latest offering, BodyArmor Zero Sugar. This strategy is planned to take market share from Gatorade’s Zero Line.
BodyArmor distinguishes itself with its ingredient composition, which excludes artificial sweeteners, flavors, and dyes. In an exclusive interview with CNN, BodyArmor CEO Federico Muyshondt stated the importance of Zero Sugar, calling it the brand’s most significant introduction to date.
Muyshondt discussed the market’s potential in more detail. He noted the high customer demand in the sports drink sector for sugar-free alternatives. The new offering, which comes in four flavors, meets this need.
Muyshondt says the lack of artificial chemicals is a prominent selling feature. Thus, it is ideal for health-conscious customers and parental “gatekeepers.” He sees the launch of a sugar-free option as a natural step for BodyArmor, expanding its customer base while challenging Gatorade’s dominance.
Conclusion
BodyArmor launched Zero Sugar to stay competitive. It is an intelligent attempt to take hold of the industry. Duane Stanford, editor of Beverage Digest, believes this product will be important in changing the competitive landscape.
BodyArmor’s expansion strategy goes beyond the US market. It is coming with recent invasions into Canada, making its international debut. Meanwhile, Coke’s efforts to relaunch Powerade and Prime’s rise as a competitor show the evolving nature of the sports drink sector.
Muyshondt remains optimistic about BodyArmor’s options. He believes BodyArmor’s focus on holistic well-being and health positions it for future success. BodyArmor’s goals show the company’s desire to disrupt the status quo and emerge as a viable competitor as the beverage business evolves.