Gatorade to remove artificial colors from top flavors in brand refresh

The PepsiCo beverage is repositioning itself beyond sports by focusing on everyday hydration.

What happened

PepsiCo will remove artificial colors from three of its top Gatorade flavors this fall, as part of a larger refresh that positions the brand beyond sports performance, the company said Thursday.

The fruit punch, lemon lime and orange varieties of Gatorade’s signature Thirst Quencher beverage and Gatorade Zero will include only colors from fruits and vegetables. The sports drink brand’s powder stick portfolio will also remove artificial colors in the spring.

Why it matters

The move is part of a larger effort to meet consumers’ hydration needs across hydration occasions. The repositioning additionally involves new product launches including Gatorlyte Longer Lasting, which includes a first-to-market proprietary electrolyte blend to keep consumers hydrated longer than water.

Removing artificial dyes poses a challenge for Gatorade because consumers tend to know the flavors by their colors.

In a statement Thursday, Mike Del Pozzo, president of PepsiCo Beverages U.S., said the company is working to remove artificial colors from its portfolio while still “maintaining the bold Gatorade color people know and love.”

This news brief is based on reporting published by Food Dive on 2026-04-16. The original report is linked below.