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
New Products: Non-Alc Alternatives Look To Fruit, Coffee Flavors
From Vita Coco's lemonade treat to canned sangria for Tost-ing, this week's new products include fruit flavors as brands anticipate the warmer spring weather.
Fun Times Soda Pop Scales DSD, Eyes Gap Between Legacy CSDs and Functional Sodas
Fun Times Soda Pop, a nostalgia-inspired soda brand co-founded by television personality Rutledge Wood, is expanding its footprint with new DSD partnerships in Chicago and New York.
Health-Ade Taps Lindsay Lohan to Broaden Kombucha’s Mainstream Appeal
Health-Ade has tapped actress Lindsay Lohan as the star of its latest ad campaign, as the kombucha maker seeks to make its flagship product more accessible and approachable to everyday consumers.
Milo’s Aims to Control the Chilled Category
Lemonade and sweet tea brand Milo’s is building toward a goal of $1 billion in retail sales by investing across production, distribution and innovation.
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.