# PepsiCo, Gatorade's parent company, wants to broaden its reach to non-athletes.

*business · news · 2026-04-16 · CBC.ca*

## Key points

- Gatorade is pivoting its marketing focus to include non-athletes seeking everyday hydration solutions.
- Gatorade will introduce Longer Lasting, a new drink with glycerin and electrolytes, next year.
- 60% of consumers buying sports drinks are non-athletes seeking functional benefits like hydration and energy.
- Unit sales of sports drink mixes rose nearly 20% in the year ending March 22, outpacing bottled water.
- Gatorade Lower Sugar, aimed at non-athletes, is one of the company's biggest recent sellers.

**Companies:** PepsiCo, Coca-Cola Co., Unilever, Liquid I.V., Skratch Labs
**Countries:** United States

[Read the full story on CBC.ca](https://www.cbc.ca/news/business/gatorade-non-athlete-rebrand-9.7165727)

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