The latest food and beverage industry news and trend analysis

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.

The expansion marks a major milestone for the family-owned business as it enters a new category with the introduction of Milo's Fruit Punch, alongside a Zero Sugar Lemonade and a limited-edition Blackberry Sweet Tea.

WaterJunkie, the UK-based functional beverage brand, has expanded its portfolio with the launch of a new range of mushroom-infused sparkling drinks.

The strategic focus of the campaign is the "95% fiber gap"—a statistic from the 2020-2025 Dietary Guidelines for Americans indicating that the vast majority of the population fails to meet daily fibre recommendations.