Muscle Milk is undergoing its most significant transformation yet, rolling out a reformulation and packaging refresh across its RTD line to reposition the brand from strictly gym fuel to “protein for all.”
New kids drink brand NoBiggie is going after the opportunity for younger flavored sparkling water drinkers with its mini-can format.
Creatine gummy brand Create Wellness is moving into powdered beverages with a $20 million investment led by Alliance Consumer Growth and Impact Capital.
Healthy, but not too healthy. That’s the gist of the products that made this year’s edition of Circana’s 2025 New Product Pacesetters.
Diageo’s Ritual Zero Proof has entered the ready-to-drink (RTD) category with three canned non-alcoholic (NA) cocktails.
Zero-proof cocktail brand MEDASE is rolling out a summer-long, tour-style campaign, dubbed “64 Medase Moments,” aimed at connecting with consumers through curated gatherings and community-driven celebrations.
Celebrity Brands. If they aren’t the only brands one can have – and one might have been led to believe we’re all headed that way, given the casting call that went out for panels at the Beverage Forum, which took place last week in L.A. – they’re a growing part of the business.
Founded by former OWYN executives, Day/Dream is positioning around the idea that specific functional benefits should be tailored to day parts.
Amid surging demand for global flavors and functional beverages, Kulli is introducing Chicha Morada – a traditional Peruvian beverage crafted with purple corn – to the U.S. market in a ready-to-drink format.
This week's new products gallery features new releases from Bulletproof, Vive and Gorilla Mind that promise a mental boost, Amra's new colostrum soda, plus summer-ready releases from OLIPOP and Red Bull.
Adapt Superwater is relaunching as a CBD-free powdered hydration brand focused on recovery products for athletes.
In partnership with Re:Lid USA, L.A. Libations Water – the 9.5 + pH water brand produced by beverage incubator L.A. Libations – has unveiled what it claims is the beverage industry’s first fully recyclable resealable aluminum can.
![[Exclusive] ARMRA Introduces Colostrum Soda to Bridge Wellness, Beauty and Beverage Aisles](https://dg6qn11ynnp6a.cloudfront.net/wp-content/uploads/2026/04/27172535/ARMRA-970-150x150.png)
ARMRA is entering the ready-to-drink category with a shelf-stable bovine colostrum soda designed to translate the brand’s functional benefits into a mainstream beverage format.
Lemon Perfect founder Yanni Hufnagel is launching a new beverage brand, POPWTR, that is targeting the intersection of soda and hydration.
AriZona Iced Tea has partnered with Mattel in a two-year deal that will bring co-branded Hot Wheels drinks and collectibles to consumers.
It’s a collaboration between Korean food companies Paldo and hy that spans 42 different SKUs, including noodle bowls and “pillows” (think dry ramen), postbiotic energy drinks and dual biotic sodas.
Caffeine alternative brands are leveraging the addition of Kim Kardashian to UPDATE energy drink to draw more attention to the innovative ingredient paraxanthine.
