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Beverage
Trend
Just Add Water: The Dry Hydration Boom
The single-use plastic water bottle was the symbol of on-the-go convenience. Today, with unsustainable supply chain costs and a booming demand for hyper-functional wellness, the beverage industry is rapidly abandoning the bottle. Enter the multibillion-dollar era of "dry hydration", where the future of drinks fits in a pocket-sized sachet, and the only missing ingredient is water.
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NAI Launches Sports Nutrition Beta-Alanine with Paresthesia-Free CarnoSyn 4X
Natural Alternatives International (NAI) is launching CarnoSyn 4X, a patent-pending beta-alanine formulation that delivers four times the bioavailability of standard versions without the paresthesia (tingling) effect, allowing brands to reach a wider audience beyond the traditional bodybuilding community.
Candy Can With Perfetti Van Melle Launches Nostalgic Bubble Gum Flavour
Soft drink challenger brand Candy Can has expanded its novelty portfolio through a new licensing agreement with Perfetti Van Melle, bringing the Bubblicious bubble gum brand into the ready-to-drink beverage category for the first time.
Minute Maid Spiked Scales ARTD Portfolio via Action Bronson Partnership
Minute Maid Spiked is capitalising on its 92% year-over-year growth by launching its first celebrity-led campaign featuring multi-hyphenate Action Bronson. The partnership reinforces the brand's "No Muss, No Fuss" positioning in the high-growth Alcohol Ready-to-Drink (ARTD) category, focusing on non-carbonated, juice-forward alternatives to traditional hard seltzers.
Brooklyn Brewery Unifies Non-Alcoholic Portfolio Under Core Brand
Brooklyn Brewery is consolidating its award-winning "Special Effects" non-alcoholic line under the master "Brooklyn Brewery Non-Alcoholic" banner. The rebrand unifies the portfolio with style-led naming conventions and blue-coded packaging cues to simplify the consumer path to purchase in the rapidly growing, less than 0.5% ABV segment.
GHOST Energy and Keurig Dr Pepper Debut 7UP Energy Drink Launch
GHOST® Energy is expanding its portfolio of authentic collaborations through a partnership with Keurig Dr Pepper (KDP) to launch 7UP® Lemon Lime. This limited-time release marks the first licensed flavour under the GHOST and KDP strategic partnership, leveraging the brand equity of the iconic 7UP soda to capture the high-growth nostalgic energy segment.
Living Things Expands Functional Portfolio with Cherry and Lime Prebiotic Soda
Living Things is strengthening its position in the high-growth functional soft drinks category with the launch of Cherry & Lime, a prebiotic soda engineered to meet the summer demand for flavour-led, low-calorie beverages featuring 2 billion live cultures and high fibre content.
KitchenAid Expands Espresso Portfolio with New Fully Automatic Iced Coffee Range
KitchenAid is diversifying its at-home coffee portfolio with a new line of Fully Automatic Espresso Machines featuring dedicated "over-ice" settings. The range, comprising the KF2, KF3, and KF4 models, integrates Quiet Mark-certified operation and a 25% smaller footprint to capture the high-growth "at-home barista" and cold coffee demographics.