Are Beverage Brands Cashing In On A Gummy Gold Rush?
A growing synergy between beverage brands and gummy supplements is benefiting both categories as consumers seek more functional consumables.
Innovation
Featured Innovation Content
PolkaDot Refreshes Adaptogenic Mushroom Drink Line
As adaptogenic mushroom beverages see rising mainstream interest, startup functional drink brand PolkaDot made a splash at Natural Products Expo West last week with new packaging and a psychedelic booth design intended to fully launch the brand into market.
Edible Garden Enters RTD Protein with Tetra Pak Partnership
Indoor farming business Edible Garden is expanding into RTD nutritional shakesv through a manufacturing partnership with Tetra Pak.
Additional Content
Gatorade Goes “Longer-Lasting” In Overhaul to Build Non-Athlete Appeal
The biggest name in sports drinks is changing its playbook.
Ghost Releases Limited Edition 7UP Flavored Energy Drink
The lifestyle sports nutrition business is launching a limited edition co-branded 7UP Lemon Lime flavor, its first cross-brand release with a KDP portfolio partner.
Pablo’s Mate Signs with LAD, Preps Soccer-Themed Summer Campaign
As yerba mate’s profile in the U.S. continues to grow, Los Angeles-based startup Pablo’s Mate is feeling bullish that it can help grow awareness for the tiny brand as it prepares for a big marketing push this summer.
Kylie Jenner Expands Sprinter Platform With Beauty Subline k2o
Kylie Jenner's RTD cocktail brand has launched an ingestible beauty platform, k2o by Sprinter, with its first Advanced Skin Hydration product.
Energy Drinks Are Chasing Electrolytes, But Will It Help Them Stay Ahead?
As energy drink makers look to expand under the general umbrella of "performance"-based functionality, electrolytes are increasingly the logical next place to look.
From Players to Owners: Tom Brady, David Beckham Brands Showcase New Athlete-Wellness Paradigm
Sporting legends David Beckham and Tom Brady are both the leading faces and equity stakeholders in their respective wellness brands, and are helping combine health and lifestyle elements into differentiated online business models that have room to expand.
Protein2o Aims for ‘Elite’ Consumer Set with P2X Advanced Hydration Launch
As clear protein has opened the doors of possibility for functional beverage innovation, category-blurring brand Protein2o believes it was ahead of its time. Now, the brand is looking to seize the moment with P2X, a new premium “Advanced Hydration” line, launching this month in Target stores.
Profile: Alohi Speaks to Women, Wellness With Adaptogenic THC Drinks
Backed by experienced industry operators, Alohi is taking a female-first perspective in offering three low dose (5mg or 10mg THC) varieties of lightly sparkling drinks carrying 45 calories and 7 grams of sugar per 12 ounce can.
Even Mixers Influenced By Function, Notes Q CEO Frost
The average consumer’s relationship with alcohol has radically evolved over the last several years, and premium cocktail mixer brand Q Mixers is eager to evolve alongside them with its first functional innovation.
New Products: Calm Coffee, Creatine Shakes and Plenty Of Protein
This week's new products gallery features several protein releases (of course) but also sees Prime playing in creatine, Cann and good2grow going "big" (in very different ways), and a sweet coffee treat courtesy of Chobani.
Swig on Pace for Record Growth As Dirty Soda Craze Continues
Swig, the Utah-based quick service restaurant concept that popularized the dirty soda trend, is on pace for record growth this year as the 16-year-old company expands its national presence with nearly 150 locations.
Family Startup HRBL Debuts with Adaptogenic Functional Drink Line
With relaxation and immunity still key priorities for consumers, New Jersey-based startup brand HRBL is leaning into adaptogenic ingredients to meet those needs.
PRÉS Looks Beyond Short-Term Trends with Protein Coffee Rollout
While protein was all over Natural Products Expo West 2026 last week, PRÉS, a startup protein coffee brand at the show, is seeking to build a business that can thrive far past the current protein hype.
Editors Talk Trends and Takeaways From Expo West
Reporting live at Natural Products Expo West in Anaheim, Calif., Nosh managing editor Monica Watrous and BevNET managing editor Marty Caballero highlight key themes and insights, from the development of the coconut water category to the proliferation of beef tallow and more.