Coca-Cola is all set to up its ante in 'sports'.
Coke will buy a stake in sports drink maker BodyArmour. That means, the soft drink maker is vying for a larger pie in a segment where rival Pepsi is already a strong player. Pepsi’s Gatograde drink accounts for 75% of the US sports drink industry, according to research firm Euromonitor International.
Coca Cola’s owning a stake in BodyArmour would mean expanding its offerings of low-calorie drinks that use natural sweeteners/ flavors - something that could potentially boost Coke's total sales, since more and more people have been seeking healthier options in beverages.
After the deal, Body Armor will be able to access Coca-Cola bottling facilities, while continuing to operate as its own brand.