The latest food and beverage industry news and trend analysis

The launch continues the brand's aggressive strategy of targeting the "high-performance lifestyle" segment with confectionery-inspired profiles that offer bold taste without sugar.

REIGN Total Body Fuel, the performance energy brand created by Monster Energy, has announced the expansion of its flavour portfolio with the launch of Watermelon Sour Gummy.

Tenzing, the UK-based natural energy brand, has announced a strategic expansion beyond its core caffeine-led portfolio with the launch of a new functional sub-range: Natural Energy+.

The company is executing a dual-channel rollout across major regional grocery and national convenience networks, supported by a trio of senior executive hires from industry giants including Red Bull, Coca-Cola, and Congo Brands.

The brand is led by a unique founder duo—Dr. Noor and Cam—whose partnership merges elite medical pedigree with professional sports and lifestyle culture to disrupt traditional beverage marketing.

The deal will see the brand roll out across more than 8,100 workplace micro markets in the United States, targeting the professional demographic during working hours.

The product rollout has secured significant retail distribution immediately, hitting shelves in over 1,450 Publix stores and more than 100 Roundy's locations in the Midwest.

Soft drinks group Nichols is intensifying its expansion strategy within the functional beverage sector, announcing the launch of Vimto Energy Tropical Cooler.