Coca-Cola will launch the BodyArmor sports drink across Canada in January 2024, marking the brand’s first international expansion since BodyArmor was founded in 2011 and Coke’s late 2021 acquisition.
“We have seen incredible growth in the 10+ years since our inception and are excited to bring our premium lineup of products to new markets, with our first stop being Canada,” said Federico Muyshondt, CEO of BodyArmor Sports Nutrition. “International expansion has been on our mind for quite a while, and we are extremely proud to be able to make this happen in partnership with The Coca-Cola Company and Coke Canada Bottling. We know that consumers around the world, but more specifically in Canada, are now looking for more functionality in their beverages—they want more out of what they’re consuming. BodyArmor is designed for that. Our brand and product was designed to be better for you from an ingredients standpoint, and we are extremely confident the consumer will be receptive.”
Coke said BodyArmor is the number two brand in the sports drink category in the U.S., and BodyArmor’s repeat rate in the U.S. is at 51 percent, meaning once consumers try the product, they continue to purchase it for their household regularly.
“Canadians’ love of sports is as diverse as the people who live in our communities, making Canada a great choice to lead BodyArmor’s international expansion,” said Stephen du Toit, Coke Canada Bottling president and COO. “There’s nothing like BodyArmor in the Canadian market today, and we know this product is going to delight Canadians coast-to-coast-to-coast. We’re very pleased to partner with the BodyArmor team as the first international market to deliver this breakthrough brand to our customers early next year.”
