The latest food and beverage industry news and trend analysis

Red Bull has introduced its 2026 Summer Edition featuring a Sudachi Lime flavour profile, supported by a collaborative consumer engagement campaign and nationwide retail availability.

Celsius is introducing a limited-edition Sparkling Tropical Freeze flavour called Electric Vibe to leverage the cultural momentum of professional soccer and its expanding global fan base.

Rockstar Energy is marking its return to NASCAR through a multi-faceted partnership with 23XI Racing and championship frontrunner Tyler Reddick. The move signals the start of a broader investment strategy into elite sports and music under the new "LIVE LOUD" brand identity, leveraging Reddick’s historic 2026 season start to drive cultural relevance and high-stakes brand visibility.

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.

Lucky Energy is transitioning from a direct-to-consumer (DTC) beverage brand to a multi-format energy platform with the retail launch of its energy gummies at Sheetz and Walmart. By combining 128mg of caffeine with 7g of fibre, the brand is targeting the high-growth gummy supplement market, projected to exceed $25 billion by 2028.

NOS Energy Drink is strengthening its position in the high-performance energy segment with the launch of "Grand Prix Guava," a tropical flavour innovation designed to capitalise on the brand's deep roots in motorsports and the rising demand for exotic fruit profiles.

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.

Suntory Beverage & Food GB&I is relaunching the fan-favourite Lucozade Energy Grafruitti in a zero-sugar format to capitalise on nostalgic flavour trends and the significant growth of the health-conscious energy drink segment.