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.
Drink Hippie – the wellness beverage platform co-founded by actress Sasha Pieterse – is entering its next chapter with the debut of Hippie Brew, a functional coffee concentrate
A pair of young entrepreneurs in Minnesota have launched Charm Social Tonic, an adaptogen-powered mocktail that's gone from a university class project to making its retail debut at stores and cafes around the Twin Cities this spring.
In this week's new products gallery, a trio of hemp brands showcase their 10mg innovations, Bucked Up jumps into hydration (and lower caffeine) and Monster's female-focused FLRT debuts.
Despite a checkered history for sparkling RTD coffee at retail, Esspo is betting that its combination of flavorful refreshment and moderate caffeine will resonate with consumers seeking something different to shake them out of the afternoon doldrums.
Kylie Jenner's RTD cocktail brand has launched an ingestible beauty platform, k2o by Sprinter, with its first Advanced Skin Hydration product.
In this week's new products gallery, Swoon takes its zero-sugar lemonade into functional territory, Fairlife rebrands its milks and protein shakes, and De La Calle drops its latest modern Mexican soda SKU.
Functional wellness shot and cold-pressed juice brand Sol-ti has hired experienced beverage industry operators to help expand its retail footprint.
More than two decades after founding billion-dollar cosmetics brand Tarte, Maureen Kelly is seeking to make a splash in the beverage space with the launch of a hydration mix brand called FINNSUL.
Ben Weiss, best known as the creator of Bai, is taking his disruptive bev-alc concept into a new space with the launch of hard soda brand Crooked Pop.
Diageo’s Casamigos, the O.G. celebrity tequila brand co-founded by George Clooney, is entering ready-to-serve cocktails with a new line of pre-mixed margaritas.
From Vita Coco's lemonade treat to canned sangria for Tost-ing, this week's new products include fruit flavors as brands anticipate the warmer spring weather.
Lemonade and sweet tea brand Milo’s is building toward a goal of $1 billion in retail sales by investing across production, distribution and innovation.
While protein was all over Natural Products Expo West 2026 last week, PRÉS, a startup protein coffee brand at the show, is seeking to build a business that can thrive far past the current protein hype.
Seeking to better capture its target audience of Gen Zers and increase repeat purchase rates, hydration beverage producer Leisure Hydration is gearing up to launch a flavor-forward packaging refresh in the first quarter of this year.
