CELSIUS

As energy drink makers look to expand under the general umbrella of “performance”-based functionality, electrolytes are increasingly the logical next place to look.

As brands across CPG know all too well, Costco’s deeply loved Kirkland store brand can reshape a category overnight.

Celsius ended 2025 with record annual revenue as it completes the integration of Alani Nu and Rockstar into its “modern energy platform.”

De La Calle is continuing its reintroduction as a modern Mexican soda, kicking off a new brand campaign called “Frutas” that marks a “refreshed chapter” for the company ahead of its national launch with Target this month.

Cold-pressed juice brand Evolution Fresh is the latest brand to kick off the New Year with an updated look; Healthy drink mix brand AG1 has named actor, singer and dancer Hugh Jackman as its latest global ambassador.

We have a windfall of new beverage launches in this week’s new product gallery with limited time launches from Celsius, Laird and more. Elsewhere the dairy brands innovated against growing demands from co-op Organic Valley’s push deeper into plant-based, to Koia’s ‘Elite’ line extension with a sweet new flavor.

Nutrabolt has taken a majority stake in Bloom Nutrition, positioning the parent company as a major platform across wellness CPG categories, including energy drinks and powdered supplements.

Celsius Holdings has appointed seasoned marketing executive Rishi Daing as CMO, effective today. Daing most recently served as EVP of the Mark Anthony Group.

Celsius Holdings is now PepsiCo’s “strategic energy lead in the U.S.,” with the Celsius, Alani Nu and Rockstar Energy brands under its management and PepsiCo distributing the full portfolio in the U.S. and Canada.

Convenience store foot traffic declined sequentially by approximately 133 bps year-over-year in July vs. June, with all categories besides energy drinks decelerating.

Celsius’ billion-dollar bet on Alani Nu is paying dividends, as the female-leaning energy drink brand added $301 million in revenue in Q2 and helped Celsius’ North America achieve 41% growth through the first six months of the year.

Higher beverage prices covered for falling volume as growth trends remained positive during the two-week period ended July 12, including the July 4th holiday, according to an analysis of NielsenIQ data by Goldman Sachs.

Positive beverage sales trends have U.S. convenience retailers feeling optimistic despite this year’s economic shockwaves, with growth outlook rising 3.4% according to a Goldman Sachs survey representing around 25% of the channel.

This week’s new product gallery features new formats for Fiji and ISH, a plant-based pivot by Premier Protein, decadent flavor “bombs” courtesy of Milkbar x Nespresso, and a new RTD cold brew from a beloved Southern eatery.