Distribution: Pure Genius Launches Retail with Target
Startup influencer-founded protein shot brand Pure Genius is launching nationwide into Target stores this month and online, marking the brand’s first national retail partner.
Brad Avery
Posts by Brad Avery
Marketing: Powerade Powers Up for the World Cup
As the official sports drink partner of the 2026 World Cup, Coca-Cola’s Powerade is preparing for the event with a new marketing campaign, “Power Your Legacy,” featuring international soccer stars Lamine Yamal and Rodrygo Goes.
Nowadays Preps for November Ban with ‘Extra Light’ THC Beverage Line
Facing an ever-increasing likelihood that hemp THC beverages will be outlawed this fall, Nowadays is preparing for the long-run with its latest innovation: Nowadays Extra Light, a low-dose RTD line designed to be compliant with the upcoming regulatory requirements.
Former Jones Soda Prez, Willie Nelson’s Bassist Launch THC Coffee Syrup Brand
As a bassist in the “Family Band” behind legendary musician and equally legendary cannabis consumer Willie Nelson, Kevin Smith is plenty familiar with the THC category. Now, the musician is teaming with former Jones Soda president and COO Eric Chastain to launch Stir the Pot, a new line of hemp-infused coffee syrups going on sale online this month.
Distribution: Big Geyser Stocks Up
Leading New York City DSD distributor Big Geyser is heading into the summer season with three new signings: the first ready-to-drink launch from LMNT, sustainable bottled water brand Loonen and Beyond Meat’s recently expanded RTD Immerse protein drink line.
Waves Below the Surface: The Original ‘Healthy Beverage’ Category Gets Roiled by Health and Wellness Concerns
The way consumers are approaching the bottled water category is transforming, from the packaging formats they’re most likely to buy to the amount they purchase.
Gutsi Looks to Establish BFY Platform, Launches as Public Company
After nearly 15 years running a beverage services firm, Bob Groux is taking to the brand side with the launch of Gutsi, a new gut health friendly functional beverage brand trading on the public markets.
Distribution: Costco Resets Grow Super Coffee, Oatly
Costco is bringing a slate of new innovations to its warehouses this Spring, as several brands have announced expansions in the national club chain.
Ghost Releases Limited Edition 7UP Flavored Energy Drink
The lifestyle sports nutrition business is launching a limited edition co-branded 7UP Lemon Lime flavor, its first cross-brand release with a KDP portfolio partner.
Pablo’s Mate Signs with LAD, Preps Soccer-Themed Summer Campaign
As yerba mate’s profile in the U.S. continues to grow, Los Angeles-based startup Pablo’s Mate is feeling bullish that it can help grow awareness for the tiny brand as it prepares for a big marketing push this summer.
Suja Life Files for IPO
After submitting a draft registration statement last year, Suja Life Inc. has filed for a U.S. initial public offering (IPO), revealing total 2025 revenue of $326.6 million.
Ohio Judge Blocks Hemp Ban; Texas Hemp Group Sues State Officials
Citizens of Fremont, Ohio can still get a legal buzz after a judge in Sandusky County blocked the state’s intoxicating hemp ban within city limits. The ruling could now jeopardize the ban in the rest of the state.
Distribution: Koia Brings Protein Pop to Retail with Target Launch
The clear protein line launched as a DTC and TikTok Shop exclusive earlier this year, but now is making its brick-and-mortar debut in Target, introducing a chain-exclusive flavor called Golden Whip with the expansion.
Tetra Pak Breaks Ground on U.S. HQ Facility Expansion
Carton packaging innovator Tetra Pak broke ground on a new facility at its U.S. and Canada headquarters in Denton, Texas last month as part of an expansion of its Product Development Center.