Coca-Cola challenges Gatorade for US sports drink dominance with Bodyarmor play

Coca-Cola has laid down the gauntlet to Pepsi-owned sports drink market leader Gatorade after snapping up a minority interest in Bodyarmor, a beverage start-up which differentiates itself as a healthier alternative to established brands.
Backed by basketball legend Kobe Bryant Bodyarmor has created its own recipe formulated from coconut water, distinguishing it from Coca-Cola’s own Powerade, as well as Gatorade’s offering.
Launched in 2011 Bodyarmor has risen to a $1.5bn market valua