Another new player to watch is Electrolit. It already has a proven track record. The brand was first launched in Mexico by Grupo PiSA, a pharmaceutical company in Latin America. It has a strong 70-year history as a leader in the sports drink category there.
Electrolit entered the U.S. market in 2014, securing leading c-store retailers like 7-Eleven and Circle K. It continues to make a big splash, with sales increasing more than tenfold over the last five years. Credit goes to a science-based formula and the sales and distribution might of Keurig Dr Pepper. It’s a true testament to KDR’s belief in the potential of sports drinks.
Strength to strength
Sports drinks are among the Top 10 growing categories (excluding lottery and fuel) at convenience stores in Canada.
2022 sales: $120,458,493
2021 sales: $104,059,208
(Source: CICC/Nielsen IQ Market Retail Measurement National C&G)
Growing the category in-store
The bottom line for c-stores is that they should be ready to ride the wave as big brands carve out market share.
Effective merchandising is one of the best ways for owners to grow sales: As a high-impulse purchase, merchandising at the register will get results.
Keep product cold and visible at eye level.
Sports drinks are often bought alongside energy beverages, so presenting them together makes good sense.
Keep selections fresh and interesting.
Don’t forget to bundle sports drinks with prepared meals and healthy snacks to increase basket size.
With so much happening in the sports drinks arena, watch this space for coming news. There'll be plenty of it as major players battle for consumer dollars with celebrity backers, grand-scale promotions and innovative merchandising.
BioSteel, the high-flyin’ brand backed by a slew of high-profile athletes, came crashing down in September 2023 with the announcement that its then-owner Canopy Growth had filed for creditor protection in the U.S. and Canada, owing $12 million for sponsorship agreements, and was trying to find a buyer for the business.
Fast forward to November. A deal for two buyers to take over the brand and its assets was approved.
New Jersey-based Gregory Packaging Inc. picked up the BioSteel Manufacturing business. DC Holdings is taking over the intellectual property in Canada, the U.S. and around the globe. DC Holdings, which does business as Coachwood Group of Companies, is owned by Windsor, Ont.-based entrepreneur Dan Crosby, who operates several businesses, including sports nutrition company Canadian Protein.
Check out what Crosby has to say about his first work owning BioSteel and the future of the brand in a recent online post.