BodyArmor (known as Bodyarmor SuperDrink) is a beverage manufacturing company that produces sports drinks. The company was founded in 2011 by Mike Repole (known also as co-founder of Energy Brands and Smartwater) and Lance Collins (known as Fuze Beverage founder).
This company has about 19% of the sports drink market, significantly behind Gatorade, which has about 67% market share. However, BodyArmor has almost caught up with Powerade, a sports drink produced by The Coca-Cola Company.
Who owns BodyArmor?
In 2018, The Coca Cola Company acquired a minority (30%) stake in the company and made plans to position BodyArmor as a premium offering over Powerade.
Except Coca-Cola, there are other big shareholders as well, for example, in March 2013, Kobe Bryant acquired a stake in the BodyArmor, and Keurig Dr Pepper also has a 12.5% stake.
This fits with the concept of premiumizing the sports drink market, and BodyArmor, with its impressive marketing campaign and reduced sugar and calorie content (90 calories for BodyArmor versus 140 calories for Powerade and Gatorade; 21 grams versus 34 grams for Powerade and Gatorade) has gained the image of a more premium drink that is more health-conscious.
This acquisition also fits in with Coca-Cola’s strategy of looking to expand its offerings beyond everyone’s well-known beverages. And this is not a new strategy for The Coca-Cola Company, where the company acquires beverages, companies or their recipes in order to expand its portfolio.
But it’s safe to say that buying a minority stake in BodyArmor was one of the company’s best acquisitions, as its market share is steadily growing and the company is even talking about plans to overtake Gatorade.
Even since the purchase, Coca-Cola has hinted that its ultimate goal is not a minority stake, but to acquire the company in its entirety. However, the company was in no hurry to make a final offer, preferring to look at performance metrics.
Coca-Cola is taking control over BodyArmor
Now, according to the WSJ, The Coca Cola Company, has decided to buy the remaining 70% for $5.6 billion, so the entire company was valued at $8 billion.
This deal will be the largest in Coca-Cola history, previous major deals have included the following:
- In 2018, The Coca Cola Company invested $5.1 billion in Costa Coffee.
- In 2017, The Coca-Cola Company acquired Topo-Chico for $220 million.
- And in 2007, The Coca Cola Company acquired Glaceau, behind the vitaminwater and smartwater brands for $4.1 billion.
At the same time, the company eliminated about 200 brands worldwide, including Zico coconut water, Tab soda and Odwalla juice. This was part of the company’s plan to focus on more profitable and promising brands.