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
Infused Yerba Mate Brand Milonga Refreshes, Adds New Line
Last fall, the Florida-based beverage startup quietly unveiled new packaging for its portfolio of THC yerba mate beverages. The brand simplified its branding with a can design featuring the jungles of South America intended to help Milonga reach a broader, mainstream audience.
Red Bull Revamps Roster, Adds Pascal Siakam Limited Release
Red Bull has added recent seasonal varieties to its permanent lineup and launched a new LTO can with its NBA athlete Pascal Siakam.
Bloom Readies For Olympics With First Athlete Partnership
Bloom Nutrition is already hitting the ice with its first-ever athlete partnership in anticipation of the Winter Olympic Games next month.
Barbie’s Licensing ‘Moment’ Continues With Relaxation Beverage
Moment relaxation beverage is entering 2026 with a Barbie licensing deal and a caffeinated drink line that aligns with trends toward women-positioned energy options.
Marketing: Culture Pop’s Duet with Noah Kahan; Electrolit Teams with U.S Soccer Star
Massachusetts-based probiotic soda brand Culture Pop is teaming up with fellow Bay Stater Noah Kahan, a Grammy-nominated folk pop artist, for a limited edition flavor launch this month.
New Products: Collabs from Starbucks and Culture Pop, ‘Wicked’ Cold Brew and NOBULL Nutrition
This week’s new products roundup features collaborations from probiotic soda brand Culture Pop and Starbucks, ‘Wicked: For Good’-themed cold brews from Pop & Bottle and the latest protein innovations from Koia, PRIME, Silk and more.
Minor Figures Relaunches Lattes In Multiserve Format
Oat milk producer Minor Figures is frothing back into ready-to-drink lattes with a multiserve format as the brand targets retail expansion.
Odyssey Elixir Unveils Total Brand Refresh, Including New Name
Odyssey Elixir is taking “New Year, New You” all the way as the company unveiled this week a comprehensive brand refresh, including new packaging and a new name: Odyssey Functional Energy.
Texas Drink Makers Emphasize Gut Health At Winter FancyFaire
Founders’ faith in the gut-health beverage trend showed no sign of slowing at the Specialty Food Association’s Winter FancyFair this week. From live-culture water kefirs to the expanding set of…
Vita Coco Expands Partnership with U.S. Soccer Star Weston McKennie
Vita Coco is expanding its partnership with U.S. Men’s National Team midfielder Weston McKennie, naming the soccer star a global brand ambassador.
G.O.A.T. Fuel Unveils ‘Upgrades’ With New Formula, Packaging
G.O.A.T. Fuel, the athlete-focused energy drink startup co-founded by NFL legend Jerry Rice, is debuting an upgraded formula and new packaging as it seeks to tap into rising consumer demand for clean labels and functional performance benefits that extend beyond energy.
Dunkin’ Riding Protein Wave With New Menu Items
Dunkin' is getting on-trend with the addition of protein milk now offered to its Lattes and Refreshers, its fruit-flavored green tea drinks.
Korean Startup CLOOP to Debut Powdered Hydration Product in the U.S.
CLOOP, the Korean company behind Netflix’s “Squid Game” energy drink collaboration, is set to enter the U.S. powdered hydration set with this month’s launch of Hydrobae, marking a significant step in its global expansion.
THC Cocktail Brand Jeng Nets VC Investment, Emphasizes Female Focus
Jeng received a seed round investment from beverage-focused VC firm Quench Ventures, as the brand emphasizes its female consumer positioning.