Kevin Hart Supplement Brand Adds Strategic Investment
Kevin Hart’s protein shake and supplement brand VitaHustle has received an undisclosed equity investment from private equity firm Axum Capital Partners.
Reyes Adds 38M Cases as RNDC Deal Now Complete in 11 Markets
Reyes Beverage Group’s mega deal for 11 RNDC markets closed at the end of business on Friday, adding 38 million cases to its more than 360-million-case business.
BodyArmor Launches FIT Sparkling Sports Drink Line
BodyArmor, the Coca-Cola Company’s premium sports drink brand, is exploring new formats for hydration with BodyArmor FIT, a new caffeinated sparkling sports drink line aiming to broaden the brand’s use occasions for consumers.
Review: This Jous Is Worth the Squeeze
JOUS enters the hydration category with a product that sits somewhere between a juice drink and a sports drink, combining 45% juice with added magnesium and sea salt for a more functional positioning.
Taste Radio: Why Más+ Failed — And Why Patrón Continues To Win
Lionel Messi is a global sports icon and had a deep-pocketed strategic partner at his side. So why did his sports drink brand Más+ fail? The hosts break it down and also discuss how protein snack brand Wilde is turning heads with a new take on a cheesy cracker. Plus, Patrón’s Roberto Núñez & David Rodriguez reveal how the leading tequila maker scaled globally without sacrificing its handcrafted roots.
New Beverages: Bloom Enters Hydration, Trip Gets Tropical, Magic Mind’s Sleep Shot
This week's new product gallery features the requisite dose of protein and THC, plus releases from Trip and Magic MInd to help keep summer stress at bay.
Good Karma Acquired by Trek One Capital
Trek One Capital is expanding its holdings in plant-based CPG with a pair of acquisitions: flax milk brand Good Karma Foods and protein bar maker No Cow.
Former Nutrabolt Execs Can Keep New Jobs at Recess, Texas Judge Rules
Three former Nutrabolt executives will be able to keep their jobs at functional beverage brand Recess after a Texas federal judge rejected a request for an injunction from their former employer, so long as they do not share or use confidential information in their new roles.
Five Years In, Little Saints Is Staying True To Its Niche
When Megan Klein founded Little Saints in 2021, the non-alcoholic spirits category was just getting started.
Distribution: Shakeology Partners with KeHE, Adds Sprouts Locations
Shakeology, the premium protein mix brand launched by wellness company BODi, has partnered with broadline distributor KeHE and launched into 80 Sprouts Farmers Market locations across the country.
NIQ: THC Beverages Hit $239M in Mainstream Retail
THC beverages reached $239 million in the 52 weeks ending April 4 2026, up 135% versus the prior year, reflecting a scaling category despite headwinds, according to NIQ data released in April.
Could Conor McGregor’s MAC Energy Kickstart Ketones?
If the emerging ketone market could use a kick, who better to call than a mixed martial arts superstar?
Energy Drinks Slide, But Non-Alc Sales Mostly Steady in Early May
Non-alcoholic beverage sales maintained a steady growth curve in the first half of May, as dollar sales rose 2.5% in the 52-week period ending May 16, according to the latest analysis of NielsenIQ data by Goldman Sachs Equity Research.
Marketing: Pepsi, Electrolit Celebrate Summer of Soccer
Pepsi and Electrolit are embracing the summer of soccer with new campaigns launching in partnership with national team players.