Spain has been the market chosen by Coca-Cola to introduce Bodyarmor Lyte in Europe, a new advanced hydration, non-isotonic and low-calorie drink. The product lands in our country with a powerful commercial plan, aimed at modern food channels and convenience, and aspires to become a reference for consumers seeking rapid hydration in moments of fatigue or after physical activity.
The formula combines electrolytes, carbohydrates and vitamin B6, and has been developed in the Coca-Cola R&D center in Brussels, one of the five that the company has globally. This center covers 122 countries and was also the scenario in which the launch of Bodyarmor Lyte was announced in Spain, coinciding with the 25th anniversary of the Hub.
The advanced hydration category represents one of the strategic growth lines for the company. According to internal Coca-Cola estimates, 24% growth is expected in the next three years. In that context, the brand aspires to complement the current offer, composed of Aquarius – organized to daily hydration with mineral salts – and Powerade, aimed at sports rehydration.
Available in three flavors (watermelon, coconut and citrus), Bodyarmor Lyte has been previously tested to ensure that its organoleptic profile adapts to the tastes of the local consumer. The drink was already present in countries such as Mexico, Peru or Costa Rica, and its arrival in the Spanish market represents the first step of a European expansion that responds to the objective of diversifying consumption occasions in the category.
“With this launch, we reinforce our commitment to innovation to continue expanding a category with growth potential, and we do it as the first country in Europe, once again demonstrating that Coca-Cola in Spain knows how to lead pitches like this”has declared Carolina Aransay, marketing director at Coca-Cola Iberia.
The positioning of the brand is articulated under the concept of “returns to your rhythm”, aimed at active consumers who need to recover energy at specific times of the day. Through this proposal, Coca-Cola seeks to capitalize on the growth of a demand that combines functionality, convenience and well-being, without giving up flavor.
