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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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Kylie Jenner’s Sprinter Expands into Functional Wellness with k2o Launch
Kylie Jenner’s Sprinter brand has announced its first major category extension with the launch of "k2o by Sprinter," a functional hydration line featuring "Advanced Skin Hydration Mix" drink sticks formulated with Verisol® Bioactive Collagen, hyaluronic acid, and electrolytes to capture the high-growth intersection of wellness and beauty.
Starbucks Launches Energy Refreshers and Year-Round Mango Flavour
Starbucks has officially launched its "Energy Refreshers" platform nationwide, a year-round menu evolution that integrates B vitamins and 125mg of natural caffeine into its successful Refreshers line, specifically targeting the high-growth functional energy and wellness-conscious consumer segments.
Bright State Launches First Low Alcohol Functional Wine with Botanicals
Bright State has launched a first-to-market line of 6.9% ABV functional wines infused with vitamins and botanicals, utilising a partnership with Total Wine and More to target the high-growth "intentional drinking" and wellness-conscious consumer segments.
Bucked Up Expands RTD Portfolio with Drive Hydration and Refreshers
Bucked Up has announced the launch of two new RTD product lines, Drive Hydration and Refreshers, marking a strategic shift toward lower-stimulant and "all-day" functional beverages designed to compete in the active hydration and soda-alternative categories.
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