Gatorade is pairing with the NFL to launch the brand’s first caffeinated energy drink.
Dubbed “Fast Twitch,” the drink marks the first time the league has worked with its longtime corporate sponsor to develop an athletic energy beverage.
Fast Twitch is scheduled to hit store shelves in February 2023, but under an exclusive deal with the NFL, players can drink it on the sidelines during the 2022 season.
PepsiCo-owned Gatorade is late to the caffeinated market, but Fast Twitch packs a punch.
- A single bottle will contain nearly as much caffeine as two 12-ounce cans of Red Bull, according to CNBC.
- It has no sugar or carbonation like many existing energy drinks.
Anuj Bhasin, vice president of marketing and general manager for Gatorade Brands, said that there hasn’t been an “athletic energy solution” that athletes can trust until now.
Energetic Acquisitions
Fast Twitch might be new, but PepsiCo is no stranger to energy drinks.
In August, the conglomerate announced a $550 million investment in exercise-focused energy drink maker Celsius Holdings. In 2020, it bought Rockstar for $3.85 billion. PepsiCo also has Mountain Dew’s suite of energy products in its portfolio.
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