Gatorade is going sugarless for the first time in its 53-year-history | CNN Money

Read complete article here:

Pepsi’s Nooyi didn’t mention BodyArmor on its last earnings call, but she said a “new competitor” had dropped prices and chipped away slightly at Gatorade’s market share when it first landed on shelves.

Yet Gatorade is trying to play the long game. It plans to hold prices steady, even if means temporarily sacrificing share. BodyArmor’s sales fell off after initially entering new stores and its lower pricing strategy is “not sustainable in the long term,” Nooyi claimed.

“Gatorade just has to be very responsible and very careful in its response,” she said. “It’s got to be surgical, and that’s what we are doing. We are watching Gatorade shares like a hawk.”

Read complete article here:

Gatorade is going sugarless for the first time in its 53-year-history.