While we have the core Gatorade … we are going to be expanding our portfolio. We’re expanding from performance into athletic wellness so that we can offer solutions [for] 24/7 athletes.
We’re also taking that a step further and developing breakthrough innovation and technology platforms that enable us to take these new products we have in performance and wellness and personalize solutions to you in the digital space. Our goal is to fuel the future of sport, but we’re reacting to what athletes are asking for.
Marketers are increasingly fixated on personalization, but Gatorade now has a broad spectrum of products it’s presenting to the public. How do you personalize that?
The Gatorade portfolio is an ecosystem of brands that can deliver a solution for any athlete at any moment in time.
We’ve been developing capabilities to deliver personalized nutrition training and fuel plans for years through the Gatorade Sports Science Institute. As part of that research, they have been developing scientific protocols and algorithms to determine what type of nutrition you might need personally, what type of actual training program you might need to meet your goals and how the overall fuel plan that you might put together for your performance might need to come to life.
These capabilities are available to consumers now through the Gatorade Gx app. You can enter what your goals are, and we can deliver specific recommendations on nutrition, training program recommendations and overall fuel plan recommendations. As we migrate forward, our aspiration is to deliver a personalized product that can be right sized for you. We’re investing in technology to help us do that: Things like face scan technology that can help us understand your immediate hydration levels and the capabilities to make products in the [direct-to-consumer] space that can be unique for individuals.
Gatorade launched the Gx app and Gx Smart Bottle in 2022. How has the technology advanced since then?
It’s been in the market for about a year [and we are] able to deliver personalized nutrition to you individually [and] we can offer training programs to you individually.
