Oatly Bets on Fiber and Flavor to Keep Growth Moving Through Cost Shock
Oatly is embracing functional beverages as it pushes toward its next era of innovation with a soon-to-launch Fiber line.
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PRODA Brings On Justin Timberlake, Jessica Biel As Co-Founders
PRODA has added Justin Timberlake and Jessica Biel as co-founders amid the brand's rapid growth since launching in April.
Lucky Energy Debuts Rebranded Drinks, Gummies at NACS Show
Lucky Energy is spinning the wheel on a fresh brand identity, unveiled today at the NACS Show in Las Vegas. But a whole lot more than luck is going into its revamped brand strategy. The redesign is built around the theme that “Every day is a miracle."
Additional Content
Inside David Protein’s Strategy To Shake Up RTD Protein
David Protein founder Peter Rahal provides details on his brand's approach to the RTD protein shake category.
Athletic Brewing Adds Drake Maye and Dak Prescott as ‘Athlete-Owners’
Athletic Brewing Company is adding two QB1s to its roster as “athlete-owners” as the NFL season kicks off tonight. New England Patriots quarterback Drake Maye and Dallas Cowboys quarterback Dak Prescott struck multi-year partnerships with the dedicated non-alcoholic (NA) beer maker, along with stakes in the business.
Kendall Jenner Joins TRIP as Equity Investor, Global Ambassador
TRIP has a new global brand ambassador, and you might have heard of her. Reality TV star Kendall Jenner is joining the relaxation beverage maker as an equity investor and spokesperson, with plans to be the face of an upcoming marketing campaign for the fast-growing functional brand.
SkyPop’s Rides ‘Superior Taste’ as Brand Hits 10,000 Doors in First Eight Months
Eight months after the launch of protein soda brand SkyPop, the rebranded version of Don’t Quit says its emphasis on flavor first has led it to rapidly reach 10,000 doors nationwide with more innovation and expansion slated for the coming months.
The Next High: Kava, Kanna Eye Opportunity Amid Hemp THC Uncertainty
Kava and kanna have positioned as the next thing in functional adult non-alcoholic alternatives as hemp-derived THC's future remains uncertain.
Private Label Moves Upmarket as National Brands Feel the Squeeze
Everything costs more these days, but food and beverages are one of the few things humans can’t live without. Those conditions have been a boon for private label business.
RTD Cocktails: New Releases From Salt Point, Deep Eddy, Freixenet and More
August’s ready-to-drink (RTD) releases include a Bay Area canned cocktail brand suiting up with the 49ers and a top sparkling wine brand making its RTD debut, plus several fall-themed cocktails and one controversial breakfast-flavored libation. Here’s what’s new on shelf.
Corporate Bro Goes CPG as Online Comedian Ross Pomerantz Launches Coffee Brand
A decade spent in tech sales inspired Ross Pomerantz to create his workplace comedy persona Corporate Bro, which has since spiraled into a full-time content creation and public speaking business. Now he's heading back to the grind as the founder of Dialed Coffee Company, a new functional RTD coffee brand launching online this fall.
Marketing: Pure Leaf Tea Takes a Break with Amanda Anisimova; Monster’s Pro Soccer Deal
PepsiCo’s Pure Leaf Iced Tea brand is teaming with tennis star Amanda Anisimova for a new campaign themed around the ways that “taking a meaningful break can be a game changer.”
David Enters Drinks With RTD Protein Shake
Peter Rahal’s David Protein has entered the beverage category with gold-labeled ready-to-drink, ultra-filtered protein shakes.
Saint James Targets Energy, C-Stores With Yerba Mate Launch
Iced tea maker Saint James is entering the yerba mate set as it targets new opportunities in energy and convenience.
7 Brew Goes Beyond the Drive-Thru with Major Coffee, Energy Launch at Walmart
7 Brew is taking its rapid expansion beyond the drive-thru, rolling out canned coffees and energy drinks at Walmart as it looks to translate its growing foodservice following into a broader retail business.
CPG Week Podcast: Defining Ultraprocessed, Celsius Cools Off, Reinventing 7UP
This week on the podcast, Nosh managing editor Monica Watrous and senior reporter Lukas Southard break down the federal government’s first proposed definition of ultraprocessed foods and a rocky quarter for Celsius. The hosts also dig into Khloé Kardashian’s latest Khloud innovation and Keurig Dr Pepper’s lime-forward reformulation of 7UP.
UK Non-Alc Botivo Sells Pleasure, Not Moderation, as Non-Alc Drinks Mature
Founded four years ago, non-alcoholic apéritif UK-based Botivo is up 408% year-over-year in all retail outlets, according to Circana’s tracking of no-and-low spirits value sales over the last 52 weeks ending June 13. The secret? A product and brand strategy built entirely around pleasure rather than moderation.