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.
Marketing
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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
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.
Caliwater Flashes Star Power with Demi Lovato; CEO Owens Brings Sales Focus
At Natural Products Expo West 2026 last week, singer Demi Lovato joined co-founders and actors Oliver Trevena and Vanessa Hudgens at the brand’s booth. In this video from the show, the trio discussed their experience being involved in the business end of a CPG brand.
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.
Leisure Hydration Debuts Flavor-Forward Packaging Refresh Targeting Gen Z
Seeking to better capture its target audience of Gen Zers and increase repeat purchase rates, hydration beverage producer Leisure Hydration is gearing up to launch a flavor-forward packaging refresh in the first quarter of this year.
Mood Revamps Branding As Boochcraft Restructures Biz
Fermented tea Mood has refreshed its branding amid a broader restructuring at its umbrella company, Boochcraft.
Ten Months After Rebrand, Yerba Madre Eyes National Expansion
About 10 months ago, North American yerba mate pioneer Guayakí unveiled a major name change after 30 years in business, rebranding its entire portfolio to become Yerba Madre. Today, the company’s leaders say they couldn’t be happier with the results.
Pro Athletes Debut Creatine-Infused, NSF Certified Protein Bars and Shakes
Once confined to sports nutrition powders and gummies, creatine is pushing its way into the mainstream in new formats as a growing number of health-conscious consumers recognize the functional ingredient's benefits to everyday health.
Dunkin’ Goes Bigger, Launches 15 Oz. Iced Espresso
Pitched as "for life on the double," Dunkin' Double features the equivalent of two shots of espresso per 15 oz can, or around 140 mg caffeine.
Poppi and Bubble Launch Co-branded Soda-inspired Lip Serums
As the worlds of health and beauty continue to converge, modern soda darling Poppi has partnered with skincare brand Bubble to launch a co-branded line of Talk Back Lip Serums exclusively available at Walmart.
PATH Water Enters Sports Drink Set
Refillable bottled water brand PATH Water is moving into sports hydration with four flavors of electrolyte-infused, flavored drinks.
Milkadamia Taps Former Diana’s Bananas Exec as CEO; Launches Oat Milk Slices
Plant-based milk brand Milkadamia appointed CPG veteran Neil Cox as CEO, succeeding founder Jim Richards, who will stay on with the company as an advisor.
Elos Seeks ‘Calm Energy’ With Magnesium Drink
The family-run, Dallas-based brand, quietly debuted at Natural Products Expo West this week, showcasing its new four-SKU line of caffeine-free, lightly sparkling waters infused with 100mg of magnesium and electrolytes in each 12 oz. slim can.
Smul Enters Functional Drinks, Heat-And-Eat Meals
South African plant-based nutrition brand Smul is adding four RTD functional drink lines and heat-and-eat meals to its portfolio.
La Colombe Kicks Off World Cup Campaigns with Refreshed Assortment
Sporting a booth designed to look like a Premier soccer stadium at the Natural Products Expo West trade show this week, the company showcased new innovations and packaging across La Colombe’s family of coffee products.