Gatorade Low-Cal Line Pulled Over Poor Sales
NEW YORK -- PepsiCo is removing its low-calorie G Series Fit line of Gatorade products from shelves after fitness buffs such as distance runners and triathletes failed to embrace them, reported MarketWatch. However, the suspension may not be permanent; Gatorade spokeswoman Molly Carter stated that the company plans to tinker with the products and packaging next year and hopes to bring them back to market in 2014.
The line launched in April 2011 and included a pre-workout protein bar, a fruit-based protein drink and a low-calorie Gatorade drink. It was targeted at fitness fanatics who preferred drinking water to using Gatorade during workouts, according to the report. Gatorade's normal core customers tend to be teenagers and team sports athletes.
The suggested retail price for the line was on the high end, totaling nearly $6.50 when customers purchased the pre- and post-workout items plus the drink.
"While we made strides connecting with this athlete, the line did not perform to our high expectations," Carter told Dow Jones Newswires. "This is a new target for us, and we want to make sure we're getting it right." She did not state how much the Fit line contributed to overall sales of Gatorade, which is PepsiCo's fourth-largest global brand with more than $4 billion annually.
While the Fit line is suspended, the company plans to sell the recently launched Energy Chews, a chewable product meant to be eaten before a workout, and a new protein drink where it was sold. These items will sell under the mainstream G Series line.
"We want to use our shelf space to highlight those, because they are performing so well," Carter added.
Despite the line suspension, Gatorade has done well overall. In 2011, its sales volume increased by double digits in the division that includes North America, according to the report.