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Coca-Cola expands hydration portfolio with launch of Powerade power water
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Thursday, 30 October, 2025, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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In a move to strengthen its presence in the functional beverage and hydration category, Coca-Cola has launched Powerade power water, a zero-sugar electrolyte drink aimed at the growing community of health, wellness, and fitness-conscious consumers.
The new product is an extension of Coca-Cola’s Powerade brand, which has long been associated with sports and performance hydration. Powerade power water combines the benefits of electrolytes with zero sugar, catering to consumers seeking both performance and better-for-you beverage options. It is available in a range of refreshing flavours such as strawberry kiwi, watermelon, and pineapple, offering a flavourful yet guilt-free hydration experience.
Coca-Cola’s entry into the zero-sugar hydration water segment comes at a time when the functional beverage market in India and globally is witnessing rapid expansion. With increasing awareness of fitness and lifestyle-driven nutrition, beverage companies are diversifying their portfolios to include low-calorie, nutrient-enriched, and functional drink options.
According to market experts, the electrolyte and sports drink category is expected to see double-digit growth over the next few years, driven by demand from millennials and Gen Z consumers who are adopting fitness-oriented lifestyles. Coca-Cola’s Powerade power water aligns with this trend, positioning itself as a hydration solution not only for athletes but also for everyday consumers engaged in active living.
The launch is part of Coca-Cola’s broader strategy to innovate beyond traditional soft drinks and tap into emerging beverage segments such as hydration, dairy, and energy. The company has been investing heavily in expanding its product mix to include healthier, functional alternatives in response to evolving consumer preferences.
With Powerade power water, Coca-Cola aims to capture a significant share of the hydration market by leveraging its strong brand recall, extensive distribution network, and growing demand for zero-sugar beverages.
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