The UK Advertising Standards Agency (ASA) has rejected complaints against Coca-Cola brand Powerade which claimed the firm’s hydration claims – backed by UK Olympic athlete Jessica Ennis – were unjustified.
Sports drinks may be breaking through the niche beverage wall, but their future will lie in meeting a variety of consumer trends across the entire beverage market, says the senior brand manager of Powerade.
Functional waters have exploded onto the global drinks scene in
recent years and become the fastest growing functional beverage,
according to new data from market research firm Euromonitor.