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.
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Featured Marketing Content
Tru Bets On Simplicity, Reduces Offerings With Brand Overhaul
Enhanced beverage brand Tru has revamped its packaging as its slims down its portfolio into two functional RTD lines.
Create Lands $20M To Scale Into Creatine Hydration Powders
Creatine gummy brand Create Wellness is moving into powdered beverages with a $20 million investment led by Alliance Consumer Growth and Impact Capital.
Additional Content
How Can Brands Turn Gameplay into Growth?
Gaming isn’t yet a core marketing channel for most food and beverage brands, but as time spent in games increasingly rivals time spent on social media, it’s emerging as a powerful growth engine for converting awareness into transactions.
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.
Profile: Charm Tonic Puts Gen Z Lens on “Social Wellness”
A pair of young entrepreneurs in Minnesota have launched Charm Social Tonic, an adaptogen-powered mocktail that's gone from a university class project to making its retail debut at stores and cafes around the Twin Cities this spring.
New Products: Bucked Up Innovates; Cann Boosts Buzz With Caffeine
In this week's new products gallery, a trio of hemp brands showcase their 10mg innovations, Bucked Up jumps into hydration (and lower caffeine) and Monster's female-focused FLRT debuts.
Esspo Attacks ‘Afternoon Slump’ With Espresso Soda, Now at Whole Foods
Despite a checkered history for sparkling RTD coffee at retail, Esspo is betting that its combination of flavorful refreshment and moderate caffeine will resonate with consumers seeking something different to shake them out of the afternoon doldrums.
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.
New Products: Fairlife Gets A Makeover, Lucky Gets Slushy, Swoon Gets Functional
In this week's new products gallery, Swoon takes its zero-sugar lemonade into functional territory, Fairlife rebrands its milks and protein shakes, and De La Calle drops its latest modern Mexican soda SKU.
Marketing: Saint James Teams With Tarte Cosmetics
The sustainably-packaged beverage brand is releasing a limited edition variety of its Passion Fruit & Peach Green Tea flavor featuring Tarte’s logo, while the cosmetics brand is releasing tie-in maracuja juicy lip vinyls.
Marketing: Throne Sport Coffee Adds Alex Bregman to Roster; Plus Evian, Sprite
Functional coffee brand Throne Sport Coffee is expanding its roster of professional athlete ambassadors with the addition of Chicago Cubs third baseman Alex Bregman in an “equity-backed alignment.”
Sol-ti Bets on Foodservice Expansion With Key Hires, Multifunctional Shots
Functional wellness shot and cold-pressed juice brand Sol-ti has hired experienced beverage industry operators to help expand its retail footprint.
Tarte Cosmetics Founder Expands into Beverage with ‘Sippable Self-Care’ Brand
More than two decades after founding billion-dollar cosmetics brand Tarte, Maureen Kelly is seeking to make a splash in the beverage space with the launch of a hydration mix brand called FINNSUL.
Bai Founder Ben Weiss Expands Crooked Brand Into Hard Soda
Ben Weiss, best known as the creator of Bai, is taking his disruptive bev-alc concept into a new space with the launch of hard soda brand Crooked Pop.
Casamigos Expands Roster With Pre-Mixed Margaritas
Diageo’s Casamigos, the O.G. celebrity tequila brand co-founded by George Clooney, is entering ready-to-serve cocktails with a new line of pre-mixed margaritas.
Marketing: Mr. Pibb Takes Center Court with Scottie Pippen; Plus Zevia, Elecrolit
Coinciding with the nationwide rollout of its recently revived Mr. Pibb product, The Coca-Cola Company has enlisted NBA legend Scottie Pippen for a new campaign highlighting the CSD’s star status.