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Coca-Cola To Acquire Minority Stake In BodyArmor Sports Drink Company

August 14, 2018: 12:00 AM EST
Coca-Cola is buying a minority stake in the sports drink start-up BodyArmor, and may soon begin distributing its products. The move is seen as another attempt to break Gatorade’s hold on the sports beverage market. Queens, N.Y.-based BodyArmor is backed by pro athletes Kobe Bryant, Mike Trout, and James Harden. Dr Pepper Snapple Group has a 12.5 percent stake as well as a distribution deal. Coca-Cola may also strike a distribution deal with BodyArmor, a move that would allow Coke to assume full ownership. Like hydration rivals Gatorade (PepsiCo) and Powerade (Coca-Cola), BodyArmor is rich in electrolytes, but uses coconut water, has less sodium and more potassium. It is marketed as a natural beverage that contains no artificial colors or high-fructose corn syrup. BodyArmor is expected to have about $400 million in revenue this year and could be valued at $2 billion.
Jennifer Maloney and Cara Lombardo, "Coca-Cola Invests in BodyArmor as It Chases Gatorade", Wall Street Journal, August 14, 2018, © Dow Jones & Co., Inc
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