PepsiCo Jumps Onboard The Natural-Ingredient Train With Organic Gatorade

According to Bloomberg, Pepsi's new product will come in strawberry, lemon and mixed berry flavors and be available in several Kroger Co KR supermarkets. A roll out to a group of grocery, natural and convenience stores will occur over the next few weeks. The cost will $1.69 for a 16.9-ounce bottle — costing $0.50 more than the non-organic Gatorade bottle. Do you have ideas for articles/interviews you'd like to see more of on Benzinga? Please email feedback@benzinga.com with your best article ideas. One person will be randomly selected to win a $20 Amazon gift card!

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To gain the organic seal of approval, all artificial ingredients need to be removed and every process of a manufacturing overhaul needs to be verified by the USDA.

Bloomberg noted that Pepsi and its Gatorade brand are facing increasing pressure from consumers who demand cleaner ingredients. Recognizing the challenge, Pepsi is hoping to expand its 70 percent market share in the sports-drink market within the $43.3 billion organic food subgroup.

The organic food industry hit $43.3 billion in 2015, an 11 percent increase from the year prior, while broader food sales increased just 3 percent in comparison.

"We heard pretty loud through the locker rooms, through our work with nutritionists, that there is an interest and a desire among athletes to go organic," Brett O'Brien, Gatorade's senior vice president and general manager told Bloomberg. "Somewhere around 10 to 12 percent of athletes are saying they're interested in purchasing organic products."

Brett Hershman contributed to this report.