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The Coca-Cola Company / PepsiCo / Cytomax
Discontinued: 1990s
When Michael Jordan announced the Gatorade Citrus Cooler was his favorite flavor, it drove massive popularity for the drink in the early 1990s. PepsiCo printed Jordan's endorsement on packaging as part of a 10-year deal. Despite its peak in popularity, it slowly lost sales, leading to the drink's quiet discontinuation.
Discontinued: 2015
In 1989, sports nutrition pioneer Cytomax introduced its original formula, which featured complex carbohydrates and stevia. The sports drink dominated endurance sports for decades until Cytosport reformulated it with an unpopular stevia blend. Customers just were not buying it, leading to its downfall.
Discontinued: 2006
Gatorade Ice was a clear, light-flavored sports drink targeted at casual athletes and office bums. The series featured colorless strawberry, lime, orange, and watermelon variants. Due to a lukewarm reception, it was later rebranded as Gatorade Rain.
Discontinued: 2003
The movie tie-in Powerade Matrix Reloaded disappeared when the promotion for the popular Matrix film ended. But, the flavor later reappeared as a "Black Cherry Lime" flavor.
Discontinued: 2007
50 Cent partnered with Glacéau in 2004 to create a grape-flavored Vitaminwater. Formula 50 made headlines and millions for both the brand and 50 Cent. The rapper earned an estimated $100 million when Coca-Cola acquired Glacéau. But it was discontinued forever after the buyout.
Discontinued: 2007
Powerade collaborated with LeBron James to design everything for its Flava 23 Sour Berry flavor, from its sour berry flavor to its burgundy color and comic book packaging. DC Comics even created a promotional comic featuring the basketball superstar. But its celebrity endorsement couldn't sustain sales in the long run.
Discontinued: 2007
Powerade Option was Coca-Cola's answer to a healthier sports drink, with 80% fewer calories than Gatorade. The Option used sucralose to give it a sweeter kick. When the Powerade Zero series launched, it replaced the Powerade Option for good.
Discontinued: 2007
Gatorade Rain was rebranded from its old Ice line and failed to capture market share. PepsiCo tried to alternate flavors and launch with a new packaging design, but they couldn't save the concept. It was taken off the shelf a year later due to poor performance.
Discontinued: 2015
The Gatorade X-Factor featured a high-protein, low-carb formula targeted toward hardcore athletes. Some flavors included tropical fruit and berry flavors. Though it was innovative for its time, despite a seven-year run, it never achieved mainstream success.
Discontinued: 2011
Gatorade AM was a nutrition shake with orange, lime, and strawberry flavors. The sports drink competed against protein and meal replacement drinks. But it failed to establish itself in this category.
Discontinued: 2010
Neon-colored Powerade Green Squall developed a cult following via social media. When it was discontinued, fans created Facebook pages demanding its return. People loved Green Squall for its sweet flavor and bright green color. Nothing like it had ever hit the market, and maybe never again.
Discontinued: 2010s
Powerade Jagged Ice offered a crisp, cooling flavor that delivered a "soothing chill" experience. Though many mourned its loss, the sports drink can still be found in South Africa through online retailers.
Discontinued: 2010s
Relaunched after Matrix Reloaded's promotion as Powerade Black Cherry Lime. The drink featured a dark purple color that confused some fans with Jagged Ice. The drink developed a modest following before discontinuation.
Discontinued: 2015
Gatorade Fierce had an intimidating name and failed to generate intimidating sales. It was part of Gatorade's attempt to create an edgier brand identity. It was taken off the market when aggressive marketing couldn't overcome taste preferences.
Discontinued: 2021
Powerade Power Water Cucumber Lime was a clear, zero-calorie sports drink infused with ginseng and a long name. Powerade confirmed discontinuation despite strong regional sales.
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