PepsiCo is overhauling its iconic Gatorade brand, which invented the first commercially available hydration drink over six decades ago, in response to intensified competition in the $40 billion hydration market. The brand is expanding beyond its traditional sports drink identity to appeal to a broader consumer base, introducing new drinks, powders, and packaging that emphasize its science-backed origins. This move comes as approximately 150 new hydration brands, including those from influencers and athletes, have emerged since 2020, diluting Gatorade's market presence. While still the top-selling hydration brand, Gatorade has seen a 3% decline in market share since 2021, now holding 60% as of 2025, according to Numerator. The revamped offerings will include removing synthetic colors from key flavors, introducing a new "Gatorlyte Longer Lasting" product for extended hydration needs, and implementing price adjustments to become more competitive.