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PepsiCo's Gatorade to Eliminate Artificial Colors in Major Brand Refresh

World 27.04.2026
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PepsiCo announced it will remove artificial colors from key Gatorade flavors as part of a broad brand refresh. The changes will affect Gatorade's fruit punch, lemon lime, and orange Thirst Quencher varieties, as well as Gatorade Zero, with natural colors derived from fruits and vegetables.
PepsiCo's Gatorade to Eliminate Artificial Colors in Major Brand Refresh

PepsiCo has revealed plans to eliminate artificial colors from several of its leading Gatorade flavors, including fruit punch, lemon lime, and orange, as part of a comprehensive brand overhaul. This initiative, announced on Thursday, aims to reposition Gatorade beyond its traditional sports performance image. The reformulated beverages will now feature colors sourced from fruits and vegetables, with the changes set to take effect this fall. Additionally, Gatorade's powder stick portfolio will undergo similar modifications in the spring.

This move is part of PepsiCo's larger strategy to address consumers' varied hydration needs across different occasions. A notable new product launch under this strategy is Gatorlyte Longer Lasting, a drink featuring a proprietary electrolyte blend designed to provide prolonged hydration compared to water. The company is also on track to remove artificial colors from its entire beverage portfolio by the end of 2027, a target set a year later than the voluntary deadline by Health Secretary Robert F. Kennedy Jr.

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Mike Del Pozzo, president of PepsiCo Beverages U.S., stated that while the brand is committed to removing artificial colors, it aims to preserve the iconic bold Gatorade colors. This change accompanies a broader transition for Gatorade, which seeks to expand its market beyond sports performance to everyday hydration needs. In line with this, Gatorade has launched Gatorade Lower Sugar, which contains 75% less sugar and no artificial ingredients.

According to PepsiCo, 95% of Americans acknowledge the importance of hydration, but many experience mild or moderate dehydration regularly. To address these challenges, Gatorade is introducing a new labeling system highlighting its products' hydration capabilities, emphasizing benefits that are superior to water.

PepsiCo's efforts reflect a broader industry trend towards natural ingredients and consumer demand for lower sugar content in beverages. The company is positioning Gatorade to cater to a wide range of hydration occasions, leveraging its extensive research in sports science to inform its product innovations.