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BEVERAGE

Coca-Cola forays into hydration with launch of sports drink Powerade
Thursday, 20 June, 2019, 13 : 00 PM [IST]
Our Bureau, New Delhi
In line with its endeavour 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.

It will be endorsed by cricketer Mahendra Singh Dhoni, and is the official sports drink of the ICC Cricket World Cup 2019, owning the athlete training zones and hydration breaks during matches (Powered by Powerade).

The launch of Powerade symbolises Coca-Cola India’s entry into the nascent category of sports hydration. It 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 sport.

The beverage contains a good balance of carbohydrates and electrolytes, that enable quick fluid absorption and retention and provide 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,” he added.

“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,” Manohar said.

Speaking on the association, Dhoni said, “Sports is at the core of who I am, and defines me as a person. Building endurance and reaching the peak performance is an integral part of the game we play.”

“With Powerade now in India, athletes and fitness enthusiasts will be able to fight exhaustion and elevate their performance. I am happy to be associated with a brand that has been developed with sports scientists to level up our performance. So power on,” he added.

Arun Pandey, chairman and managing director, Rhiti Group, said, “We are thrilled in getting this association of two power brands coming together. Both brands complement each other. Wishing Powerade a very successful launch into the Indian market and looking forward to some exciting times ahead.”

Priced at Rs 50 for a 500ml PET bottle, Powerade comes in refreshing Mountain Blast and Orange Surge flavours. The sports drink has been developed alongside sports scientists. With no added sugar, Powerade will be an apt choice of hydration for calorie-conscious consumers.
 
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