Ghost Lifestyle

In this week’s new products roundup, protein is king with new additions from Lean Body, Quest Nutrition, Joyburst and Genius Gourmet.

Together, Celsius and Alani Nu are expected to drive around $2 billion in sales across the combined portfolio – that’s if the two brands don’t cannibalize each other first.

This week, Kencko unveils its line of instant iced lattes, Bored Cow introduces its first ever limited batch flavor and Wildwonder’s new collaboration with RuPaul Drag Race winner Nymphia Wind.

Why is a performance energy and protein brand expanding into the breakfast set? Ghost Lifestyle co-founder, CEO and self-described “cereal aficionado” Daniel Lourenco said “that’s the easiest question of all.”

In this week’s new products roundup, Heywell collaborates with convenience store chain Foxtrot to create a new Cherry Limeade flavor, GNC drops its first hydration and performance product and Swoon and Splenda get into the summer spirit with new iced tea launches.

In this week’s new products roundup, GHOST teams up with the Teenage Mutant Ninja Turtles to create a new “Ooze” flavor, Fever Tree launches a new line of classic cocktail mixers and Joyburst splashes into the hydration scene.

Advertising watchdog group Truth in Advertising and the University of Connecticut Rudd Center for Food Policy & Health filed a complaint with federal agencies today against energy drink maker GHOST, alleging the company has “unfairly and deceptively” marketed its products to children.