To take advantage of the growing organic food industry, PepsiCo. is currently testing three flavors of G Organic—an organic version of Gatorade certified by the US Department of Agriculture—in select Kroger locations. “We heard pretty loud through the locker rooms, through our work with nutritionists, that there is an interest and a desire among athletes to go organic,” Gatorade’s Senior Vice President Brett O’Brien said. The available flavors include strawberry, lemon, and mixed berry and retail for 50¢ more than its artificially flavored counterpart. Another indicator of changing consumer preferences is General Mills’ announcement that it would remove all artificial dyes—replacing them with fruit and vegetable derivatives—from its breakfast cereals by 2017.