As consumers continue to embrace plant-based diets, the protein drink category is no exception to the growing trend towards vegan products. But as plant-based protein startups like OWYN and Koia grow, established companies that have long played in the animal-based sector are now looking to get in. This year, a number of protein drink makers -- from PepsiCo-owned CytoSport to enhanced water maker Protein2o -- are introducing new plant-based lines in a move to set the pace in an emerging market.

As the market for plant-based milks grow to “out of this world” proportions, so to speak, some consumers are taking note of the sugars and preservatives used in leading brands. Enter UFO (standing for Udder Free Only), a California-based brand of premium, clean label hemp milks made with chia and oat flour.

Flow Alkaline Spring Water will go public this spring on the Toronto Stock Exchange (TSX) as the Toronto-based beverage company plans a reverse merger with an initial public offering (IPO) that aims to raise $50 million. The announcement comes as the six-year-old brand seeks to double its U.S. footprint over the next 18 months.

Throughout the past decade, crowdfunding has proven to be a vital source of startup capital for young entrepreneurs looking to get off the ground. But in a crowded marketplace where companies are constantly competing for venture financing and require millions of dollars to grow their companies, platforms like Kickstarter can’t cut it for established brands.

Citing the growing demand for immunity-boosting beverages, Remedy Organics has launched a new line of wellness shots, available online ahead of a planned retail rollout later this year. Developed by co-founder Cindy Kasindorf, the plant-based Immunity+ line is available in four flavors.

Plant protein drink maker KiiTO has rebranded as Vast, a move aimed at broadening the brand’s identity beyond keto-friendly products and expanding into conventional and club retailers. According to co-founder and chief sales officer Kendall Dreyer, the change comes as the brand has grown its presence outside of the natural channel through retailers such as 7-Eleven.

Hawaiian tea brand Shaka Tea is expanding its presence on both coasts this month through partnerships with key regional distributors, including Nestlé Waters’ ReadyRefresh service in California; Pillars Drinkable Greek Yogurt is going nationwide with Whole Foods, a move that marks the Massachusetts-based brand’s first expansion into the West Coast.

As it continues to develop new non-alcoholic brands in a myriad of categories, the Molson Coors Beverage Company announced today that it will enter the energy space with ZOA, a new better-for-you energy drink co-founded by actor Dwayne Johnson.

Extending the brand deeper into the functional beverage space, Flow Alkaline Spring Water announced today the launch of Flow Vitamin-Infused Water, a new line of organic drinks containing added nutrients that the brand is positioning as a natural channel alternative to Vitaminwater.

Plant-based milk maker Oatly is expected to launch an initial public offering this year that could raise as much as $1 billion, according to media reports this week. On Tuesday, CNBC reported that Oatly has hired Morgan Stanley, JPMorgan Chase and Credit Suisse to manage the offering.

More Labs, the maker of several functional beverage brands including hangover shot Morning Recovery, has named Josh Groff as CEO, effective this month, as founder and former chief executive Sisun Lee moves into an operational role; Super Coffee Promotes Hanna as CMO, Jeanes as VP of Operations; Rob Reilly Joins Monster Energy