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PepsiCo's (NYSE: PEP) Gatorade brand has been struggling (WSJ subscription required) of late with competition from alternatives including Coca Cola's (NYSE: KO) Vitamin Water, a lower calorie, perhaps more-nutritious beverage. With the added pressure of aggressive pricing from Powerade, sales of Gatorade were down 2% in the last quarter, a sharp drop from the 29% increase in the prior year's quarter.

While PepsiCo expects Gatorade to rebound somewhat, its best days are probably behind it. People are realizing they just don't need that many calories in a drink, and Vitamin Water tastes just as good anyway.

The future of the Gatorade brand may very well rest squarely on the shoulders of G2, the company's soon-to-be launched lower-calorie alternative sports drink. Given the strength of the Gatorade brand, I like the company's chances with G2, and Coke may need to start worrying.

Can PepsiCo's (PEP) Gatorade rebound? originally appeared on BloggingStocks on Sun, 07 Oct 2007 15:10:00 EST. Please see our terms for use of feeds.

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Sales of traditional soft drinks (sodas? pops?) haven't exactly been effervescent of late, so beverage giants PepsiCo (NYSE: PEP) and Coca-Cola (NYSE: KO) have recently ramped up their efforts on non-carbonated drinks. Today, Pepsi introduced a low-calorie version of its Gatorade Sports Drink, called "G2."

While the original Gatorade has always been marketed as an electrolyte-rich drink to gulp down during or after workouts, G2 - with 25 calories per eight-ounce serving - is designed to keep calorie-conscious folks hydrated even while they're at rest. G2 will initially come in three flavors - fruit punch, grape, and orange, and a single bottle is expected to run between $1.29 and $1.49.

Pepsi also said it will launch a new addition to its Propel line of "Fitness Water." "Propel Invigorating Water," a vitamin-enhanced offering, will include a mild shot of caffeine and a subtle flavor, totaling 20 calories in each eight-ounce service. The new Propel will come in strawberry, citrus, and berry flavors, and cost 99 cents to $1.59 per bottle.

Pepsi shares are trending modestly lower today, following the example of the downward-spiraling broader market, but the soft-drink firm's long-term trend is an attractive one. Pepsi has been on the rise since early 2003, nearly doubling in value as it hugs the support of its 10-month and 20-month moving averages. If Pepsi continues to pace the trend for "healthier" non-alcoholic beverage offerings, this trend could remain the stock's friend for the foreseeable future.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.

PepsiCo (PEP) bets on G2, a low-calorie Gatorade originally appeared on BloggingStocks on Fri, 07 Sep 2007 11:30:00 EST. Please see our terms for use of feeds.

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