BODYARMOR Sports Drink announces international expansion for the first time in the brand’s history | News

WHITESTONE, New York–(BUSINESS WIRE)–September 6, 2023–

BODYARMOR Sports Nutrition announced today that, for the first time in the brand’s history, BODYARMOR™ will expand and distribute its premium sports drinks internationally. Starting in January 2024, BODYARMOR will be available across Canada, including key cities such as Toronto, Montreal, Ottawa, Vancouver, Calgary and Edmonton. The revolutionary sports drink brand will offer its original product, BODYARMOR Sports Drink, as well as its low-calorie version, BODYARMOR LYTE, to consumers across Canada.

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Founded in 2011 by Mike Repole, BODYARMOR disrupted the sports drink category by offering a premium product based on coconut water, rich in electrolytes and antioxidants. Low in sodium and high in potassium, BODYARMOR sports drink contains natural flavors and sweeteners and contains no colors or colors from artificial sources. After experiencing massive success and seeing that consumers were looking for better hydration options than those currently available on the market, the brand created BODYARMOR LYTE, a low-calorie hydration drink (just 15 calories per serving) and similar to Sports . The drink is made from coconut water with no artificial flavors, colors or colors from artificial sources.

“This is a major moment and milestone for the BODYARMOR brand and one that we do not take lightly,” said Federico Muyshondt, CEO of BODYARMOR Sports Nutrition. “We have experienced incredible growth in the 10 years since our founding and we are excited to bring our premium product line to new markets, with our first stop being Canada. »

The brand will distribute eight new SKUs in early 2024 to Canadians coast to coast, including:

  • BODYARMOR sports drink: Strawberry Banana (best selling brand number in the United States), Fruit Punch, Orange Mango, Strawberry Grape, Tropical Punch
  • GUARDRAIL DEFECT: Peach Mango (#1 selling LYTE SKU in the US), Blueberry Pomegranate, Dragonfruit Berry

Muyshondt says: “International expansion has been on our minds for some time and we are extremely proud to be able to achieve this in partnership with The Coca-Cola Company and Coke Canada Bottling. We know that consumers around the world, and especially in Canada, are now looking for more functionality in their beverages – they want more of what they consume. BODYARMOR is designed for this. Our brand and products have been designed to be better for you from an ingredient perspective and we are extremely confident that the consumer will be receptive.

The repeat rate in the United States is currently 51%*, meaning that once consumers try the product, they continue to purchase it regularly for their home.

“Canadians’ love of sport is as diverse as the people who live in our communities, making Canada an excellent choice to lead BODYARMOR’s international expansion,” says Stephen du Toit, President and CEO. operation of Coke Canada Bottling. “There is nothing like BODYARMOR on the Canadian market today and we know this product will delight Canadians from coast to coast. We are very excited to partner with the BODYARMOR team as the first international market to bring this revolutionary brand to our customers early next year.

Beyond Canada, BODYARMOR Sports Nutrition continues to evaluate the landscape.

“We know the power of our brand and are confident that this will be just the beginning of our expansion to new countries and consumers around the world,” says Muyshondt. “We’ve changed the game in sports drinks and know that many consumers continue to drink outdated formulations because that’s all that’s available to them. We are going to change that.

For more information on the international launch, please visit:

*AMC L52wks numerator 07/30/23

About BODYARMOR sports nutrition:

Leader in the world of sport and active hydration with revolutionary innovation, BODYARMOR Sports Nutrition (BASN)’s mission is to become the number 1 in sports hydration. Bringing together two iconic brands, BODYARMOR and POWERADE (#2 and #3 in the sports drink category, respectively), BASN exudes an entrepreneurial culture backed by the resources and knowledge of one of the world’s most recognizable companies, The Coca-Cola Company, which BODYARMOR fully acquired in 2021.

BODYARMOR has been shaking up the world of sports hydration since 2011, by offering a high-end product based on coconut water, rich in electrolytes and antioxidants. Low in sodium and high in potassium, BODYARMOR sports drink contains natural flavors and sweeteners and contains no colors or colors from artificial sources. BODYARMOR’s extensive range includes BODYARMOR LYTE, a low-calorie hydrating drink and BODYARMOR SportWater, a premium high-alkaline water with pH9+. Most recently, in 2023, BODYARMOR expanded its portfolio beyond sports drinks with the launch of Flash IV, a rapid rehydration drink with the optimal amount of carbohydrate to electrolyte ratio for faster, longer-lasting hydration with great taste .

POWERADE was created in 1988 to ensure hard-working athletes have the hydration they need to continue working to improve their game. The brand relaunched in 2023 with a new visual identity, brand purpose and formula revolutionary that includes 50% more electrolytes compared to the leading sports drink.

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CONTACT: Danielle Hughes

Vice President, Communications – BODYARMOR Sports Nutrition




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PUB: 09/06/2023 09:00 a.m./DISC: 09/06/2023 09:03 a.m.

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