The latest food and beverage industry news and trend analysis

National behavioural healthcare provider Rula has collaborated with Van Leeuwen Ice Cream to launch "Therapy in a Pint," utilising a unique "empty pint" retail format to bridge the gap between mental health awareness and clinical action during Mental Health Awareness Month.

Papa Johns has entered its largest international collaboration to date with Disney and Pixar for the theatrical release of Toy Story 5, launching a co-branded menu and integrated digital experience across 42 global markets.

KitKat Panama has launched a limited-edition "Break Mode" wrapper that functions as a functional Faraday cage, temporarily blocking smartphone signals when a device is placed inside to promote true digital disconnection.

Jarlsberg has launched a global marketing campaign featuring actor and producer Adrian Grenier to celebrate the brand’s 70-year heritage and drive consumer engagement through the #JarlsbergMelt challenge.

WK Kellogg Co is reviving a classic retail tactic by reintroducing physical toys inside cereal boxes for the first time in over a decade. In a strategic partnership with Disney and Pixar for the release of Toy Story 5, the company is leveraging nostalgia marketing to target Millennial parents while addressing the growing consumer demand for screen-free, tactile play in a digital-first world.

PLEZi Nutrition, a Public Benefit Company co-founded by former First Lady Michelle Obama, has relaunched "PLEZi Hydration" in collaboration with Stephen and Ayesha Curry. Positioned as an "elite performance" alternative to legacy sports drinks, the product utilises real fruit juice to deliver twice the electrolytes and seven times the potassium of category leaders without the use of added sugars or artificial colours.

Pepsi Global has unveiled the Pepsi Football Nation platform, a multi-year initiative designed to integrate the brand into the daily rituals and cultural conversations of global football fans. Supported by a high-profile roster including David Beckham and Vini Jr., the campaign utilises digital innovations.

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.