The latest food and beverage industry news and trend analysis

Global food and beverage giant PepsiCo has launched its first comprehensive corporate rebranding initiative in 25 years, introducing a refreshed visual identity designed to better reflect the company's evolution and strategic direction as it enters 2025.

Welch's, an iconic leader in the fruit-based food and beverage industry, is toasting to the launch of its biggest-ever campaign for Sparkling Juice, unveiling "Break Out the Fancy Juice" and welcoming a new kid back to the brand's advertising for the first time in 25 years.

This limited-edition energy drink, featuring a bold Sour Blue Razzilla flavour, will debut on November 3, coinciding with Godzilla Day, marking a strategic move to capture the attention of both energy drink aficionados and fans of the legendary film franchise.

Guy Fieri, who helped develop the sauce, described it as “versatile, craveable, and built for flavor.” The Top Secret Sauce is part of the broader Flavortown product line, which includes BBQ sauces, wing sauces, and seasonings, all designed to bring restaurant-style taste to the home kitchen.

In a high-profile convergence of celebrity-led CPG brands, BERO (the premium non-alcoholic beer co-founded by Tom Holland) and happy® Coffee (co-founded by Robert Downey Jr.) have announced a strategic dual collaboration.

Pepsi is kicking off the 2025 NFL season with a major new campaign, “Tailgate Crashers,” starring NFL superstars Josh Allen and Justin Jefferson as they trade their jerseys for bold blue Pepsi jumpsuits to bring full-flavor energy to tailgates nationwide.

General Mills is set to capitalise on the launch of Netflix’s Wednesday Season 2 with a limited-edition line of themed products under its Betty Crocker brand, highlighting the growing trend of entertainment-led food innovations.

Food & Beverage Innovation Forum 2025 (FBIF2025) and FBlF Food Innovation Expo took place from 8-10 May 2025 in the National Convention and Exhibition Centre, Shanghai.