Powerade looks to be readying the launch of an enhanced version of its isotonic sports drink.
The brand has applied to register a trademark for ‘Powerade Plus’ with the Intellectual Property Office in the UK.
The application – registered under a class 32 mark covering non-alcoholic beverages, comes with interest in functional soft drinks booming. The category has grown by 34% year on year and is now worth £178m [North Star by Circana 52 w/e 22 September 2025].
It is unclear which additional functional benefits Powerade would seek to add under a ‘Powerade Plus’ extension. Presently, its core formulation includes electrolytes and added vitamin B6.
Powerade supplier Coca-Cola Europacific Partners declined to comment on the filing.
However, in Japan Coca-Cola added a functional, zero-sugar, zero-calorie variant called Coca-Cola Plus in 2017.
The NPD contains 5g of dietary fibre in each bottle and was designed to aid “the absorption of fat from food and moderate neutral fat level spikes in the blood after eating”, according to Coca-Cola Japan.
A Powerade extension with added fibre would see the brand go toe-to-toe with a host of high-fibre soft drinks that have launched in the UK in recent years, including Living Things Soda and Hip Pop.
Meanwhile, PepsiCo-owned soft drinks Poppi has also debuted in the UK this week
The four-strong range of soft drinks – set to land on Tesco shelves this week – contain 3g of fibre per can, in line with their US counterparts.
Owing to local regulations, they cannot be described as prebiotic, and are instead marketed as simply “high in fibre”.
Powerade has added £2.8m on volumes up 8.8% in the UK in the past year [NIQ 52 w/e 6 September 2025].
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