Suja Probiotic Water

Another cold chain company is heading for a public market exit. Suja Life, Inc. announced that it has confidentially submitted a draft registration statement on Form S-1 with the U.S. Security and Exchange Commission (SEC).

Natural energy drink Huxley is unveiling a revamped visual identity to better communicate its positioning as a moderately caffeinated, hydration-focused option in the increasingly competitive category.

Canadian beverage maker Cove Soda has closed on $15 million in new funding as it seeks to further fuel U.S. expansion. The round was led by growth equity fund Vanterra Ventures.

Hoist Hydration is bringing in some seasoned talent to lead a new stage of growth, naming former Rowdy Energy and Vitaminwater marketer Hallie Lorber as CEO.

U.K.-based Something & Nothing is seeking to rethink the future of the category with its first stateside out-of-home campaign, “Not Pop.”

Actor Ben Stiller is joining the likes of beverage heavyweights Coca-Cola and PepsiCo in the modern soda stakes, launching his new low-sugar CSD line.

In marketing news, functional coffee Everyday Dose sponsors Runningman Festival, Taste Salud’s new soccer sponsorship and more.

This week’s new products gallery is full of new protein-laced options as well as new LTOs for the changing of the seasons.

It’s been a hot and humid July, but beverage brands have some new refreshments for August. In this week’s new products gallery, we look at some hemp THC beverage extensions and new watermelon soda and WTRMLN WTR flavors.

Mixers sit at an odd place in the ever-evolving beverage industry. Last year, sales in mixers fell alongside a rise in adult non-alc sales. In turn, mixer brands have positioned themselves as elevated zero-proof options and cocktail ingredients – some have even tried their luck in the ready-to-drink aisle.

State Garden is known for its salad offerings with brands like Olivia’s Organics, but the Massachusetts-based business now wants to position itself as a leading organic juice and beverage manufacturer as well.

Naked Nutrition does energy drinks now? Josh Cellars goes nationwide with non-alc wine? Cann sells a THC spritz? Yes, you’re in the right place – it’s just that this week’s edition of the New Product gallery is full of pleasant surprises.

In this week’s new products roundup, Suja expands its lineup of cold-pressed green juices, hemp-derived wellness product producer Cornbread enters the beverage world and Mountain Dew collaborates with Little Caesars.

Innovation around low-sugar, plant-based liquid is seeping into an OG better-for-you drink category, and no, we aren’t talking about “Modern Soda” or energy drinks. Today, senior reporter Lukas Southard has all eyes on the smoothies and juices sector.