Gatorade is going sugar-free [CNN]
PepsiCo, Inc. (PEP)
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Source: CNN
Gatorade is going sugarless for the first time in its 53-year-history Gatorade is ditching sugar. Gatorade Zero, a thirst quencher without sugar or carbs, hit stores around the country this week. It comes in orange, lemon lime, and glacier cherry, and is priced in line with the brand's classic sports drink. The new drink is a tacit admission that the heyday of sugary sports drinks is winding down. Related: Trouble in Big Food: America's cereal, soda and soup companies are in turmoil Gatorade has controlled the nearly $8 billion US sports drink industry for decades, grabbing about 75% of the market, according to research firm Euromonitor International. The brand has been a boon for Pepsi, which has owned Gatorade since 2001. The drink is a fixture of sports sidelines through sponsorships with pro leagues and endorsement deals for global stars, including Michael Jordan, Serena Williams and Lionel Messi. Gatorade's 1991 "Be Like Mike" commercial helped propel the Jordan craze, while
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