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: Nurri Debuts Creamers; Unwell, Stiller’s Drop New Flavors
This week’s new product gallery features (of course) more protein, courtesy of Nurri, along with a new look for De La Calle, a new Target exclusive from Unwell, and Maison Perrier’s move into sweetened (and functional) sparkling water.
Marketing: De La Calle Kicks Off ‘Vibrant’ Campaign; Plus Sprite, Celsius
De La Calle is continuing its reintroduction as a modern Mexican soda, kicking off a new brand campaign called "Frutas" that marks a "refreshed chapter" for the company ahead of its national launch with Target this month.
Maison Perrier Launches Functional Sparkling Water
How do you say "functional" in French?
Lance Collins’ Accelerator Revs Back Up as Independent Brand
On its drive to win in the better-for-you energy drink market, Accelerator Active Energy has hit a number of speed bumps. But today, under the stewardship of founder Lance Collins, the brand is revving the engine and setting off for growth.
Oodles Of Doodles Kids’ Drink Returns To U.S. With Spongebob Deal
Kids flavored water brand Oodles of Doodles has returned to the U.S. with a SpongeBob deal after a 2024 soft launch faced supply issues.
Bulletproof Reboots Its Functional Coffee Playbook For Mainstream Growth
After years spent venturing across a hodgepodge of non-scalable categories for a niche audience of biohackers, Bulletproof, now under new ownership, is recentering around its functional coffee roots in hopes of broadening its mainstream reach.
Marketing: Lifeway Brings Big Game Energy
Lifeway Foods taps NFL players for marketing push while Jeni's and Verve Coffee Roasters collaborate on new ice cream variety.
New Products: Daily Harvest Brews Frozen Elixirs, Innerbloom Brings Kanna To Cans
This week, new energy drink flavors for Unwell and C4, Pressed Juicery celebrates Back History Month and Saint James Iced Tea unveils its Party Pack lineup.
Koia Expands Elite Line With Creatine
Koia launched Strawberry Elite +Creatine as an exclusive at Publix, formulated with 32 grams of protein and 1000mg of creatine.
Lactaid Extends into Coffee Creamers Amid Dairy Resurgence
Lactaid announced today its entry into the $5 billion coffee creamer category, growing a portfolio that already includes milk, ice cream, cottage cream, sour cream and dietary supplements.
Coke Deepens Cherry Flavor Roster
Forty years after introducing Cherry Coke to consumers, The Coca-Cola Company has added new cherry-flavored offerings.
Mushroom Energy Brands Take Diverging Paths to Mainstream
Startup brands Odyssey Functional Energy and Melting Forest are among the two most recognizable mushroom energy drinks on the market, but following a rebrand from Odyssey last month the two companies are now exploring different paths to growing their business.
Shot Maker Proper Wild Adds $10M, Bets On Energy Gummies
Energy drink brand Proper Wild raised $10 million to support the launch of its caffeinated gummies as it scales the line alongside its shots.
GOFAST! Energy Relaunches Under New Parent Company
After quietly disappearing from the market, extreme sports-inspired energy drink producer Go Fast Sports & Beverage Company is making a comeback under holding company Golden Triangle Ventures.