The latest food and beverage industry news and trend analysis

General Mills continues to aggressively target the "performance nutrition" sector through its ongoing collaboration with lifestyle brand GHOST®.

Unlike traditional third-party application labs, the M2 Center of Innovation operates within the company's vertically integrated structure. This allows food scientists to address formulation challenges at the ingredient level.

Rolling out to UK retailers nationwide this week, the launch is strategically timed to align with "Fibre February," a public health awareness month encouraging consumers to boost their daily fibre intake.

One Unlimited has announced the launch of GoodVice, a new line of functional shakes designed to challenge the traditional trade-off between indulgence and health.

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 release targets a specific pain point in the creatine category—the "trade-off" between efficacy and consumption experience associated with traditional powders and pills.

The launch is a direct response to the continued category growth driven by consumer demand for convenient, protein-rich snacking options that support active lifestyles.

Launching in early February, the brand is introducing a Creme Egg–inspired protein bar, strategically timed to capture the high-volume Easter trading period usually dominated by traditional confectionery.