• Slideshow: Icelandic Glacial's new factory • NACS 2008 new beverages and booth photos • Expo East beverage show planner • PepsiCo unveils functional plans for Gatorade • Arizona to release organic lines, energy shot • Jones' cuts, Coke's Telenovela • Hansen + Coke Form Distribution Agreement
Beverage Spectrum is a member of
The first Muscle Milk-branded product hit shelves in 2000 with a slogan that clearly identified it for its target audience: “Builds Muscle like a Mother.” But Cytosport, Muscle Milk’s parent company, dropped that slogan after recognizing the potential for what had been a gym-centric product to grow out of tubs of powder into a ready-to-drink protein beverage with appeal for workout fanatics and little old ladies alike.
Why we are expanding the scope of our magazine
What importers and distributors say about the merger
Emerging sports drink brands are dabbling in function. And protein.
Are some products getting too crunchy?
Five industry veterans answer questions at the InnoBev conference
International regulation, artificial sweeteners and functional beverages
AriZona, Red Bull, Starbucks and DPSG
While the industry is going through tough times, it is still the place to be
Diverse groups raising concerns over the category
New Beverage Spectrum: same great product in a new, bigger package
Jessica Simpson and Doug Flutie -- and a few beverage companies
Placing bets on beverage niches