Keurig Dr Pepper enters sports hydration category with Electrolit distribution agreement
Keurig Dr Pepper will sell, distribute and merchandise premium hydration beverage Electrolit across the US: extending its portfolio into sports hydration.
Sports hydration is currently a ‘key white space category’ for KDP, the company says, as it signs the agreement with Grupo PiSA.
While KDP has been extending beyond its stronghold of soda and coffee, the sports hydration category has long been dominated by PepsiCo’s Gatorade and Coca-Cola’s Powerade and Bodyarmor. Announcing the long-term sales and distribution agreement, KDP champions Electrolit as a 'differentiated brand with tremendous consumer appeal'.
While Dr Pepper Snapple previously had a 15.5% stake in Bodyarmor, the brand ultimately went to Coca-Cola (which acquired the brand in full in 2021).
