The latest food and beverage industry news and trend analysis

Performance brand Syncron has launched two new functional products, Elixir and Hydrate, utilising nootropics and BCAAs to target the high-growth cognitive performance and athletic recovery markets.

Just Ingredients has partnered with MLB MVP Bryce Harper to launch two new NSF Certified for Sport protein powder flavours, targeting the intersection of professional performance and clean-label consumer trends.

Bansk Group has entered a definitive agreement to acquire a majority interest in So Good So You, the top-selling US refrigerated wellness shot brand, following a period of 500% sales growth.

Myprotein has extended its partnership with Mars Wrigley to launch Mars Impact Whey Protein, targeting the intersection of sports performance and mainstream confectionery flavours.

Bai founder Ben Weiss enters the alcohol sector with Crooked Pop, a hard soda utilising proprietary ancient grain fermentation to meet demand for transparent and clean-label beverages.

Perfect Snacks introduces a refrigerated protein bar featuring 20 grams of protein and prebiotic fibre without artificial sweeteners or sugar alcohols to meet rising demand for functional snacks.

UK-based functional wellness brand Spacegoods expands its flagship Rainbow Dust product line with a new Coffee Hazelnut flavour to target traditional coffee consumers and capture growing market share in the adaptogenic beverage sector.

Danone enters the fast-growing complete nutrition sector with the acquisition of Huel, combining digital direct-to-consumer strength with global distribution infrastructure to scale functional meal solutions.