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
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.
Marketing: Poppi, Liquid I.V. Bring Star-Power To Super Bowl Spots
Beverage brands like Poppi and Liquid I.V are going big with celebrity-laden advertisements in anticipation of this weekend's Super Bowl.
Marketing: Evolution (Re)Fresh; Hugh Jackman Joins AG1
Cold-pressed juice brand Evolution Fresh is the latest brand to kick off the New Year with an updated look; Healthy drink mix brand AG1 has named actor, singer and dancer Hugh Jackman as its latest global ambassador.
Don’t Quit Rebrands as SkyPop To Focus on Protein Soda
That’s an ethos that drove protein beverage brand Don’t Quit since its founding, and it will continue to fuel the business as it unveils a comprehensive rebrand, dropping its old name and shakes line to focus entirely on protein sodas under the new name Skypop.
PHX Builds On Multi-Functionality Message, Expands Footprint
Energy drink PHX is expanding its distribution footprint with 14 new regions as it builds momentum around its multifunctional benefits.
Mizkan Corners Cocktails by Merging Zing Zang, Angostura Into New Unit
Mizkan America is merging mixer maker Zing Zang and legacy bitters brand Angostura into the same in-house unit as part of a strategy to grow its “Inspired Mixology” business and position the business as a category leader in cocktail mixes.
Lucky Broadens Energy Platform With Gummies
Lucky Energy is launching gummies as it platforms the brand into new use occasions, formats and value propositions.
Lucille Health Takes on Boost and Ensure With a Better-For-You Senior Shake
Inspired by the needs of her grandmother, Jess Haghani has set out to spur a better-for-you wave across the highly-processed senior nutrition aisle.
Heywell Preps for Scale with New Partnerships, Debuts Refreshed Look
Functional beverage maker Heywell is debuting a brand makeover as it dials in on retail expansion this year via two new strategic partnerships with BeyondBrands and Presence Marketing.
Drink Hippie Expands ‘Solution-based’ Approach with Energy Line
Drink Hippie, the parent company of THC-infused seltzer Hippie Water, is targeting a new daypart with the launch of Hippie Energy, a moderately caffeinated, hydration-forward, non-THC energy drink.
New Products: Joyburst’s Upcoming Creatine Soda And Twinings Sparkling RTD Tea
This week’s new drinks feature Laird’s entrance into dairy-based protein coffee, an incoming creatine soda launch and zero sugar offerings from V8 Energy and Planet Oat.