What's replaced it?
While it's been around for a few years, this is the year that flavored coconut water drinks are poised to break through into the mainstream.
And the company that poised to reap the most benefits is Vita Coco, a small beverage firm launched in 2005 in New York by two high-school friends Ira Liran and Michael Kirban.
Made from 100% pure water from young green coconuts from Brazil, Vita Coco is a natural rehydrant that has 15 times the potassium of Gatorade and tons of Vitamin C, calcium and magnesium.
Gatorade, watch your back.