With “Five Organic” Entrepreneurs Make A Run At The Competitive Sports Drink Market

By Jeff Ostrowski
The Palm Beach Post, Fla.

WWR Article Summary (tl;dr) Unlike Gatorade and Powerade, “Five Organic” uses no artificial dyes, no artificial flavors, no preservatives and no added sugar. The drink’s sweetness comes from organic stevia.

The Palm Beach Post, Fla.

Are consumers thirsty for an organic, low-calorie alternative to Gatorade? Palm Beach County entrepreneurs Nadav Haimberg and Kara Clapp are about to find out.

They’re the creators of Five Organic, an all-natural sports drink that’s the subject of a marketing push from Publix this month. The product is getting prominent placement in Publix refrigerator cases and is being marked down from the usual price of $2.29 for a 16-ounce bottle to $2.

“We’re at the point where we’re learning whether we’re a hit or not,” says Haimberg.

Publix displays Five Organic near Vitaminwater and Bai, but Haimberg, 38, and Clapp, 47, say they consider the true competition to be category giant Gatorade, along with Powerade and BodyArmour.

“Gatorade Zero has a bunch of artificial ingredients,” Haimberg said. “Gatorade Organic has a bunch of sugar.”

Unlike Gatorade and Powerade, Five Organic uses no artificial dyes, no artificial flavors, no preservatives and no added sugar. The drink’s sweetness comes from organic stevia.

The five in the product’s name refers to the number of calories in an eight-ounce serving.

The harsh reality of competing with Gatorade, the PepsiCo product that dominates the $9 billion sports-drink market, means Five Organic is a long shot to succeed.

The recent history of the beverage industry is littered with the carcasses of products that challenged Gatorade’s hegemony. Clif Quench, an all-natural drink marketed by the makers of Clif Bar, quickly disappeared after its 2009 launch.

Champion Lyte, a no-calorie sports drink made by a Boca Raton company, made a splash years ago. It hired former Miami Dolphins quarterback Jay Fiedler as a pitchman and landed a distribution deal with Palm Beach County schools.

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