Rebranding itself as a product for everyday active consumers, AQUAHydrate has unveiled a new logo, label, and marketing strategy. Under a new management team led by former Pabst and Fiji chief John Cochran, and backed by a number of well-known celebrities and investors, including Mark Wahlberg, Sean Combs, and grocery magnate Ron Burkle, the company has shifted its focus away from a narrow set of elite athletes to "a broader swath of active, health-conscious consumers."

On the eve of the Natural Products Expo East trade show, investment bank Silverwood Partners has released a detailed analysis and deal review of the natural products industry. In its assessment, Silverwood cited continued reports of sales and volume growth of natural products “at rates far exceeding those of the conventional consumer market.”

On the heels of New York City’s landmark beverage ban, one intended to curb rising rates of obesity in the city, a new article published in the International Journal of Obesity indicates that beverages produced with high fructose corn syrup (HFCS) should not be singled out as less healthy than their sugar-sweetened counterparts.

As sales of carbonated beverages continue to tumble, manufacturers remain aggressive in pricing, according to Nielsen scanner data culled from its new AOC (All Outlets Combined) database. In addition to sales information from grocery, drug and mass merchant channels, Nielsen now captures data from a broader range of retailers and channels including Wal-Mart, Sam’s Club, dollar stores and military outlets.

One day after New York City’s Board of Health issued a landmark ruling that will ban the sale of many sugar-sweetened beverages in the city, supporters and critics of the plan expressed a wide range of opinions ranging from relief and approval to anger and indignation.

Calling the ruling a "rubberstamped" decision by New York City Mayor Michael Bloomberg, beverage industry group New Yorkers for Beverage Choices blasted the city's Board of Health for passing a proposal that will ban the sale of many sugar-sweetened drinks in restaurants, food trucks, theaters and other on-premise retailers.

The Coca-Cola Co., Inc. announced today that it has completed the formation of its senior leadership team within its new global operating structure. Coke appointed a number of executives to top positions in its newly organized three operating businesses - Coca-Cola International, Coca-Cola Americas and Bottling Investments Group (BIG) - effective on Jan. 1, 2013.

PepsiCo, Inc. today announced that John Compton, PepsiCo's current President, has left the company to become the CEO of Pilot Flying J Oil Corporation. PepsiCo Europe CEO Zein Abdalla has been elevated to President, PepsiCo, and PepsiCo executive Enderson Guimaraes has been named CEO of PepsiCo Europe, succeeding Abdalla.

Bai Brands is expanding the availability of its coffee fruit-infused beverages in California. Today, the company announced a new distribution agreement with Santa Barbara-based Pacific Beverage Company and a retail authorization with premium grocer Gelson’s, which operates 17 locations in Southern California.