Channel Check: What’s Hot and What’s Not

SPOTLIGHT CATEGORY: SPORTS DRINKS

Can Ghost have the same impact on Sports Drinks assortments that it has had in the energy drink category? Newly bought by KDP, the fitness crossover brand has shown an ability to penetrate categories (like energy) and grow. It’s been under the radar, but the Ghost electrolyte product again gives KDP an entourage alongside its partnership with insurgent brand Electrolit, which seems to have fended off the charge of celebrity-backed Prime. Don’t look now, though, but Más by Messi is also entering the arena, to much anticipation.