This week’s new products gallery proves that building muscle mass has never been more en vogue, thanks to drinks offering protein-laced hydration (Unwell) and caffeine (Bulletproof, Ascent). Meanwhile, as the seasons change, wildwonder, Zevia and 5-hour Energy launch limited-edition flavors.
Guru
Summer isn’t quite over, according to Guru Organic Energy. The Canadian brand is closing the season with a tropical vibe in Island Breeze Punch. The new addition to Guru’s Punch lineup has 140mg green tea caffeine and L-theanine for focus. For more information, visit guruenergy.com/en-us.
Unwell
Podcaster Alex Cooper’s beverage brand Unwell has added a three-SKU Hydration with Protein line (Raspberry Melon, Watermelon Strawberry and Peach Tangerine) is launching exclusively in Target at $2.99 for each 16.9 oz. bottle offering 10 grams of protein and 740mg of electrolytes. For more information, visit drinkunwell.com.
Bulletproof
“Enhanced coffee” brand Bulletproof is leaning into more muscle with an instant High Protein Iced Coffee blend, available in 14 oz. pouches for $33.99. The line comes in Original and Mocha flavors, with each serving offering 12 grams of whey protein and 170mg of caffeine. High Protein Iced Coffee is expected to launch in H-E-B and Sprouts locations this fall. For more information, visit bulletproof.com.
Slice
Suja-owned soda Slice has added its eighth flavor and it’s an old favorite: Root Beer, clocking in at 30 calories, 3 grams of sugar and 5 grams of fiber per 12 oz. can. For more information, visit slicesoda.com.
Zevia
After it sold out last fall, zero-sugar soda Zevia is bringing back Salted Caramel as its seasonal LTO at select retailers next week, and available now online. For more information, visit zevia.com.
Ascent
More instant coffee, more protein. Supplement brand Ascent has launched its own take on the pumpkin-spiced latte for its Iced Coffee + Protein. The seasonal variety follows on the brand’s Caramel flavor, which joined the powdered coffee line in April. For more information, visit ascentprotein.com.
Lifeway Foods
Kefir maker Lifeway Foods is jumping into the latest trend in fitness with its new creatine-enhanced drink Muscle Mates. The 3-SKU line (Mixed Berry, Strawberry Banana and Vanilla) brings together 5 grams of creatine, 20 grams of protein and the probiotic benefits of kefir cultures in a 8 oz. RTD bottle. The portfolio extension is expected to hit retail shelves in Q4. For more information, visit lifewayfoods.com.
Mitra-9
Kratom beverage brand Mitra-9 is going deeper into classic soda flavors with lemon-lime flavored Citrus Sun and Midnight Cola. The two new varieties follow onto the brand’s Root Beer and Cream Soda launches at the beginning of the summer. For more information, visit mitra-9.com.
Nurri
Protein-boosted brand Nurri has unveiled its latest flavor, Strawberry, which contains 30 grams of protein and will join existing Chocolate and Vanilla SKUs at select Costco locations. A 12-pack retails in-store for $19.99 and $26.99 on Costco’s website. For more information, visit drinknurri.com.
Wildwonder
Gut health sparkling drink wildwonder released a limited edition Blackberry Violet flavor. The LTO is inspired by the classic Aviation cocktail, which blends gin, lemon juice and crème de violette (for that unmistakable purple hue). The AAPI-founded drink brand uses blackberry puree, juniper berries and violet flavors for its prebiotic and probiotic drink, available in 12 oz. slim cans. For more information, visit drinkwildwonder.com.
Jiggies
New powdered drink brand Jiggies is leaning into Ayurvedic ingredients to fuel its stress-relieving Daily Nutrition beverage. The “Super Powder” includes a full list of functional ingredients like ashwagandha, amla, turmeric, moringa, brahmi, shilajit and tulsi (or holy basil), rounded out with caffeine and electrolytes. The powder comes in a 8.46 oz bulk pouch or a 30-sachet pack, each serving is 8 oz. For more information, visit jiggies.com.
5-hr Energy
Shot maker 5-hour Energy is no stranger to seasonal flavors and this week the brand announced three new varieties: Pumpkin Spice, Cranberry Lime and Gingerbread Snap. The three holiday-themed flavors all contain 230mg of caffeine, B-vitamins and zero-sugar. For more information, visit 5hourenergy.com.
Red Bull
In honor of its partnership with the 1980s video game phenomenon, Red Bull has unveiled a new Tetris-inspired can design decorated in the iconic block pieces. The release is part of a summer-long collaboration between the two brands leading up to the final of the Red Bull Tetris tournament in Dubai in December, which will feature the first official “live playable Tetris game brought to life by drones.”. For more information, visit redbull.com.