POWERADE is expanding its product platforms for the first time in over a decade with two new zero-sugar innovations that offer functional hydration solutions \u2013 plus a new packaging design \u2013 all to meet the fast-changing needs of sport drink consumers.\u00a0 The pioneering sports drink brand is kicking off a big year with the launch of new packaging inspired by its proprietary POWERADE ION4 Advanced Electrolyte System, followed by the January 10th rollout of POWERADE ULTRA, a breakthrough innovation for the sports drink category that includes creatine, branched-chain amino acids (BCAAs), vitamins B3, B6 and B12 and +50% more ION4 electrolytes compared to original POWERADE. In mid-February, POWERADE POWER WATER will bring an ION4 electrolyte and B vitamin-enhanced sports water to the water aisle. POWERADE\u2019s ION4 system replacing the four primary electrolytes lost in sweat \u2013 sodium, potassium, calcium and magnesium \u2013 anchors both new offerings. \u201cWe\u2019re responding to the shifting demands of the sports drink category with innovations that deliver on sports drink users\u2019 demands for zero-sugar and a range of hydration solutions for broadening sweat occasions,\u201d said Shane Grant, president, Coca-Cola North America Stills Business Unit. \u201cThe definition of sports and athletes are constantly evolving. Hydration needs are no longer limited to traditional sports \u2013 and we are moving with this consumer trend.\u201d The first POWERADE extensions since POWERADE ZERO (2007) were developed to meet the evolving \u2013 and varied \u2013 hydration needs of athletes spanning the activity spectrum. They support the brand\u2019s mission to \u201cchampion the power of sports for all.\u201d POWERADE ULTRA, which will be available in Mixed Berry, White Cherry and Citrus Blast, is the first ready-to-drink sports beverage to include shelf-stabilized creatine, a compound produced in the human body from specific amino acids and stored in the muscle. Coca-Cola North America R&D developed a breakthrough process to stabilize creatine, bringing the product from concept to final formulation. \u201cThis technology is new to The Coca-Cola Company,\u201d said Nilesh Karava, senior manager, active hydration product development. \u201cOther beverage companies have been trying to crack the code on creatine shelf-stabilization for years, so this work is a clear demonstration of our team\u2019s agility and curiosity.\u201d The POWERADE ULTRA formula was created based on insights from the POWERADE Command Center \u2013 a piloted custom hydration program that uses the same micro-dosing technology found in Coca-Cola Freestyle fountain units. Command Center technology allows users to personalize their hydration needs by toggling specific ION4 electrolytes found in POWERADE and POWERADE ZERO SUGAR. \u201cPOWERADE ULTRA is not just innovative because of the breakthrough creatine stabilization,\u201d said John Pinto, VP, active hydration. \u201cIt makes premium ingredients like BCAAs and creatine accessible in the form of a sports drink.\u201d POWERADE POWER WATER features ION4 electrolytes and vitamins B3, B6 and B12. It will be offered in three flavours \u2013 Berry Cherry, Tropical Mango and Cucumber Lime \u2013 in six-unit multi-packs of 16.9-oz. flat-cap bottles and individual 20-oz. sport cap bottles. The sports water category is a high growth opportunity, as everyone from casual joggers to pick-up ballers is reaching for electrolyte-enhanced hydration without sugar or calories. \u201cWe\u2019re bringing POWERADE to the water aisle with POWERADE POWER WATER,\u201d said Marina Brook, Group Director of POWERADE. \u201cConsumers are seeking more zero-calorie and zero-sugar options in a sports water.\u201d POWERADE is partnering with two of the country\u2019s biggest sports properties \u2013 NCAA March Madness and the U.S. Olympic and Paralympic Team. The brand has significantly increased its annual media investment and will launch full marketing campaigns for both properties. \u201cPOWERADE\u2019s commitment to product innovation and brand-building partnerships are powerful proof points of our conviction to accelerate and transform as a total beverage company \u2013 to lead the market with innovation that responds to the evolving tastes of consumers,\u201d Grant concluded.