Exclusive Insight
Bakery & Plant-Based Trends Collide: The Rise of the Super-Tortilla
As functional protein reshapes the bakery aisle, a concurrent shift towards whole-food plant proteins is creating a powerful synergy. We analyse the market data driving the explosive growth of high-protein carriers and clean-label fillings.
The "Super-Falafel" Wrap: boasting upwards of 25g of protein entirely from plants.
Athletic Brewing Launches 'Two For The Trails' Milestone Edition IPA
Athletic Brewing Company has launched the "Our Brews Give Back" campaign, featuring the "Two For The Trails Milestone Edition IPA" brewed with 100% regenerative malt, as the brand tracks toward a $10 million total contribution goal for environmental restoration by year-end 2026.
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Banza Launches Wheat Protein Pasta and Mac and Cheese Range
Banza has announced its first expansion beyond the gluten-free segment with the launch of Wheat Protein Pasta and Mac & Cheese, a semolina-chickpea blend delivering 22g of protein per serving while targeting traditional "wheat aisle" consumers.
IFF Secures Heart Health Claim for Isolated Soy Protein in Australia and New Zealand
IFF has secured approval from Food Standards Australia New Zealand (FSANZ) for a heart health claim linking isolated soy protein to healthy blood cholesterol levels, opening new labelling opportunities for 20-25g daily intake formulations.
New Fanta Crimson Sour Cherry Debuts in Collaboration with Xbox
Fanta has partnered with Xbox to celebrate the gaming brand's 25th anniversary, launching a limited-edition "Crimson Sour Cherry" flavor and a gamified "Wanta Fanta? Come Get It" challenge featuring iconic characters from Halo, Call of Duty, and Diablo IV.
Exclusive Interview
From Firefighting to Functional Beverage: The Vitclear Story
FNBX sat down with the founder to discuss the technical challenges of creating a "clean label" soda that masks complex active ingredients, the task of educating the mass market on "nootropics," and why the brand is prioritising sleep and recovery over the traditional energy spike.
Ralph Burrows
Vitclear Founder
I created Vitclear whilst serving as a firefighter in Oxfordshire. I realised that you're not exactly replacing all the vitamins and minerals you lose when you sweat if you just drink water. I also wanted to make supplementation easier for people on-the-go, without being a drink packed with caffeine, as shift workers and athletes need to prioritise sleep. This resulted in many meetings with scientists, superfood experts and formulators, to create 3 drinks. Our Brain Health soda for productivity, our Gut Health soda to stay balanced, and our Active Health soda for recovery.
Our customers would typically know of (and already be consuming) the active ingredients in our drinks - we've just made it easier, tastier, and more affordable. For those who don't know already, I'd normally say 'Put simply, a Nootropic is any ingredient that may help brain performance', but you're right in saying that there is a lot more science to it than that.
The UK is very strict with what you can and can't say in terms of benefits, but coffee is actually a nootropic, of which most people consume it every day, and that helps people to understand that nootropics aren't this taboo 'smart drug' or anything like that. They can be simple functional ingredients like coffee beans or green tea. The term nootropic is more commonly known in the US, but we're seeing it appear more and more in the UK, and hopefully, we'll be the first brand that comes to mind.At Vitclear, we have a very difficult job trying to make complex products look really simple. We have over 20 beneficial ingredients in each can, with no artificial preservatives, additives, colours, flavours, or sweeteners, so everything from the can's design to the website design needs to look really clean and functional, without overloading the consumer with information. In terms of masking the more potent ingredients, it just takes a lot of patience on the R&D side. Our first Active Health flavour (Guava and Passionfruit) took months going back and forth to refine the taste, whereas our Tropical Peach Brain Health flavour that's on the shelves today is the first sample I tried!
The plan is to expand our flavour range to cater to those who don't want the sweetness of our existing offerings. Our drinks were originally designed with a younger palate in mind, but the majority of our customers are older, and we're going to respond to that demand. I don't think that there will be a revolutionary new ingredient discovery associated with Brain, Gut, or Active Health in the next few years, and we would want certainty of its efficacy with studies which take a long time to come to fruition anyway. We already have one of the highest-dosed functional drinks on the market, and it's backed by real results, so we don't really need to add any new ingredients or react to trends.
1664 and Robert Pattinson Global Cultural Research Report
1664 and Robert Pattinson Launch Premium Campaign Exploring Cultural Taste Trends. Premium beer brand 1664 has partnered with actor Robert Pattinson and director Brady Corbet to launch a global campaign and research paper titled A Question of Good Taste, exploring the intersection of identity and consumer preference.
Report
April 1, 2026
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April Fools' 2026: From Matcha Mayo to Sheep's Milk Coffee
The 2026 F&B April Fools' landscape is dominated by "flavour subversion" and "hyper-innovation," with brands like Lost Sheep Coffee and Superfoodio leveraging polarising taste profiles and absurd technology to drive massive social engagement. F&B April Fools 2026: The Best Brand Pranks and Faux Launches
Analysis
April 1, 2026
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Nestlé Interview: What's Next for your Fridge, Cupboard or Coffee Break in 2026?
To make sense of what’s coming next, we analyse a recent interview with Kate Knibbs, Cross-Category Consumer, Marketplace Insights and Analytics Lead, at Nestlé UK and Ireland. Kate keeps a close eye on the big shifts shaping what we eat and drink, spotting emerging trends and potential disruptors across Nutrition, Health and Wellness, Corporate Brand and Sustainability.
Analysis
March 26, 2026
Nestlé Waters UK Launches Inspired by Buxton Peak Functional Range
March 30, 2026
Syncron Expands Functional Portfolio with Elixir and Hydrate Launches
March 26, 2026
Spacegoods Introduces Coffee Hazelnut Rainbow Dust Flavour
March 24, 2026
The Source Ventures Invests in Gut-Health Soda Brand Living Things
March 19, 2026
Jel Sert Company Introduces First to Market Alkaline Hydration Sticks
March 18, 2026
Suja Organic Introduces Watermelon Love and Digestion Goldenberry Innovations
March 17, 2026
Pukka Herbs Expands Functional Range with Apple Chai and Yerba Mate Blends
March 16, 2026
Javvy Coffee Expands Beverage Portfolio with Clear Protein Refreshers
March 16, 2026
TREND WATCH: Summer 2026
Beyond the Buzz: Functional Beverage Market
This month's data shows a trend for health and wellness-focused drinks. The beverage industry is undergoing a seismic shift. Consumers are no longer satisfied with simple hydration or sugary indulgence.
Functional Nootropics
Next-Generation Protein
Non-Alcoholic Social Tonics
February 2026 Issue
FNBX INSIDER: Beverage Market Deep Dive
Driven by the rise of the 'Ozempic economy,' protein is migrating from the gym bag to the grocery aisle, forcing brands to engineer hyperdense 'companion foods' for a new era of metabolic health.
The New Buzz: THC
Valentine's Day Coffee
Functional Beverages
