Gatorade Just Went Organic

Who knew a lab-created beverage of mostly sugar and water could be certified organic? Gatorade has announced a new beverage, G Organic—coming soon to select stores in strawberry, lemon, and mixed berry flavors—that's been certified organic by the USDA in what Gizmodo describes as "a cruel mockery of both consumer health fads and language itself." Basically, the brand shed its artificial ingredients, flavors, and dyes—think organic sugar instead of plain old sugar—while PepsiCo made changes to the manufacturing process, reports Bloomberg.

The result is a seven-ingredient beverage that costs $1.69 for a 16.9-ounce bottle, or 50 cents more than non-organic Gatorade. Apparently there are those willing to pay the higher price. "Somewhere around 10% to 12% of athletes are saying they're interested in purchasing organic products," says Gatorade GM Brett O'Brien (in what Gizmodo says amounts to "ignoring the hungover college students that support the company.") Coconut water, for example, is growing in popularity, though O'Brien hopes G Organic will steal the spotlight. He notes it has the same amount of electrolytes and carbohydrates as traditional Gatorade, but no more calories at 120 calories per serving. (More Gatorade stories.)