Over the brief history of the gut-friendly soda category, much of the competition for new consumers has happened online, where leading brands like Poppi and Olipop have leveraged social media and user-generated content to build their brands. But, at least for the next few weeks, the action is moving offline with Olipop and Poppi both launching pop-up experiential activations in Columbus, Ohio and New York City, respectively.

The summer heat has already hit much of the U.S. and brands are meeting the weather shift with a variety of new beach-friendly flavor extensions, including lemonade-inspired offerings from Monster Energy and Sunwink, seasonal sparkling drinks from Levia and Waterloo, and Pride Month bottles from Pressed.

In this week’s roundup of new product launches, MTN DEW rolled out a new limited-edition soda flavor exclusive to Circle K, two new alt-dairy brands made their debut in the category and H2OPS announced a revamped look for its IPW sparkling hop water.

Backed by fresh capital and a new brand design, Florida-based CBD-infused drink maker Jibby is looking to keep its momentum going in 2022 by launching with New York-based DSD house Gold Coast; Performance beverage brand NXT LVL is seeding the ground for national expansion as the company announced distribution in several new retail chains around the country this week.