The latest food and beverage industry news and trend analysis

AG1, the global health company known for its foundational nutrition drink, has officially named acclaimed actor and entrepreneur Hugh Jackman as its Global Ambassador.

The move is designed to reinforce the brand’s leadership position within the rapidly expanding premium juice category, capitalising on a period of significant commercial momentum.

The video, released on 24 January, garnered over 45 million views in days, marking a significant shift in the company’s communication strategy—moving from regulatory advocacy to mainstream cultural engagement.

The ad, titled "Bananas," is scheduled to air during the first quarter in the U.S. and the second quarter in Canada on Sunday, 8 February 2026.

The launch leverages robust market data indicating a shift towards "heat" in beverage consumption. The company cites forecasts suggesting that sales of spicy vodka are projected to increase by 27% by 2029.

Snacking giant Pringles has announced a major gaming collaboration with Xbox and Bethesda Softworks, launching a limited-edition Fallout 76 Mystery Flavour crisp across the UK and Ireland.

The Mushroom Council has announced a high-profile strategic partnership for its 2026 marketing roadmap, appointing chef, entrepreneur, and Emmy Award-winning producer Matty Matheson as its lead spokesperson.

The initiative leverages the intersection of coffee culture, spirits, and lifestyle marketing to engage consumers through immersive pop-up experiences.