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
BUM Energy Expands Sales Team Ahead of Walmart, Target Rollouts in 2026
BUM Energy, the RTD drink brand of fitness supplement maker RAW Nutrition, has brought on a team of seasoned liquid experts as it expands into mass and club channel retailers.
Laird Shutters Picky Bars, Moves into Dairy with Protein Coffee
Laird Superfood reported a 10% jump in year-over-year net sales in Q3, as the company prepares to support that growth with innovation within a streamlined product portfolio in 2026 that includes its first-ever dairy-based release.
New Products: Gorgie Taps Cranberry For The Holidays, Mockly’s New Packaging
Cranberry is the holiday flavor popping up in seasonal varieties from drink makers like Gorgie, Halfday, Unwell and Cann.
TikTok and Tariffs Stoke Supply Chain Tension
Between TikTok's influence, tariff impacts and the MAHA movement, innovating across the CPG landscape is more complex than ever. We spoke with a range of stakeholders during SupplySide Global to see how they are navigating ever-changing demands and constraints.
Huxley Rebrands to Showcase “Refreshingly Real Energy”
Natural energy drink Huxley is unveiling a revamped visual identity to better communicate its positioning as a moderately caffeinated, hydration-focused option in the increasingly competitive category.
Marketing: ZOA Energy Brings Back Dwanta Claus, Lavazza Partners with NYU
ZOA – the energy drink brand co-founded by Dwayne “The Rock” Johnson – has announced the return of seasonal flavor, Dwanta’s Holiday Punch, accompanied by a new short film.
Nine Years After Exit, Steaz’s Founders Return to Lead Turnaround
After years of declining sales and a retreading footprint, Steaz owner Nova Naturals, a subsidiary of Novamex, has brought on the organic iced tea brand’s original leaders to bring the brand back to a positive growth trajectory.
Craft Spirits Distillery Tattersall Expands Into THC-Infused Beverages
Another craft distiller is expanding into THC-infused beverages. Wisconsin-based Tattersall Distilling announced today the launch of Tattersall Functional Beverages, two THC-infused drinks blended with adaptogens and electrolytes.
Kava Goes Premium With DTC Kit Brand KEANU
Launching this month, kava brand Keanu is taking a premium positioning with its DTC kits as it attempts to educate consumers on the difference between instant kava and drinks made with kavalactone extracts.
New Products: Monster, Red Bull Fuel Holiday Shopping With Seasonal Options
New products from Liquid I.V., V8, Monster Energy and Red Bull fuel holiday shopping with new seasonal flavor varieties.
PepsiCo Highlights ‘Depth and Diversity’ of Portfolio With New Corporate Brand Identity
In conjunction with its 60th anniversary, PepsiCo has unveiled a new visual identity to “highlight the depth and diversity” of its portfolio that includes over 500 brands.
Marketing: Rambler Sparkling Water Invites Consumers to ‘Chug Life’
Rambler Sparkling Energy is attempting to redefine what a non-alcoholic beverage can looks and feels like with its “boldest” campaign to date: “Chug Life.”
BeatBox Parent Co. to Add Chillitas FMB Line in 2026 Targeted to 2nd Generation Latinos
BeatBox parent company Future Proof will launch Chillitas in February, a new-to-world, flavored malt beverage (FMB) outside of the company’s flagship party punch brand.
Keef’s Low-Dose Functional Waters Expand Opportunity In Hemp
Keef Brands diversified into intoxicating hemp when it saw its opportunity with a broader addressable market and support its high-potency dispensary products.