Health and wellness brand VUUM announced the official launch of its carbonated plant-protein drinks.

Rockstar Energy Drink announced the launch of Rockstar Focus, the newest addition to the brand’s energy portfolio.

Red Bull is commemorating the 20th anniversary of Oracle Red Bull Racing with the introduction of two initiatives: the exclusive Special Edition 2024 Red Bull Racing Can and the Red Bull All Terrain digital game.

Guayakí Yerba Mate introduced its latest flavor innovation: Berry Lemonade, joining the brand’s High Energy Cans on shelves nationwide.

7-Eleven Inc. has joined forces with ZOA Energy to bring big flavor and bigger energy to participating 7-Eleven, Speedway and Stripes stores nationwide. Consumers can head to their local 7-Eleven store to try the new flavor ― Mango Splash ― only available at 7-Eleven.

Innovation Ventures LLC announced an update to its popular 5-hour ENERGY product line. The refresh features a bold redesign of its 16-ounce beverage, enhancements to classic fan favorite flavors and an introduction of two new flavors to the lineup.

Red Bull is celebrating the season with the introduction of its newest flavor: Red Bull Summer Edition Curuba Elderflower. 

To kick off summer, 5-hour ENERGY shots unveiled Main Character Energy, a Watermelon Chili Lime flavor, co-created with Jamie Varon, influencer and author of “Main Character Energy.”

Living Essentials’ 5-hour ENERGY Shots, Farmington, Mich., is partnering with actor and BBQ pro Brian Baumgartner to get people into the grill zone with a BBQ sauce that delivers a caffeinated kick.

This year’s State of the Industry report on energy drinks highlights how brands can remain relevant in a competitive market by responding to consumers’ shifting energy needs.

Celsius Holdings Inc. announced two new refreshing flavors inspired by summertime: CELSIUS Sparkling Watermelon Lemonade and CELSIUS Sparkling Kiwi Strawberry.

Red Bull is expanding its offerings in their zero-sugar lineup, launching two new Red Bull Sugarfree Editions.

With the continued blurring of lines in the functional beverage space, experts highlight how the energy drink category can rise above the clouds by expanding on wellness attributes, variety and accessibility.

King Kongin LLC entered the energy drink market with the launch of King Kongin, an all-natural coffee substitute made with 100% natural ingredients. 

Yerbaé Brands Corp., a plant-based energy beverage company, announced the launch of two additions to its zero-calorie, zero-sugar energy lineup: Peachy Mimosa Twist and Raspberry Sorbet.

Bloom Nutrition unveiled Bloom Sparkling Energy, the brand’s first ready-to-drink (RTD) canned beverage. 

7-Eleven Inc., Irving, Texas, is introducing new 7-Select additions to its beverage lineup including a new energy beverage, 7-Select Fusion Energy, and a new premium hydration beverage, 7-Select Rehydrate.

CELSIUS, the premium, lifestyle energy drink, announced the launch of CELSIUS Sparkling Cherry Cola. 

CMO Kyle Watson states that CELSIUS continues to dominate the space and disrupt the market through best-in-class innovation, bringing variation to the category when consumers need it most. 

With so many consumers turning to convenience stores for their energy drink purchases, CELSIUS is working with operators to drive success not only for the brand, but the convenience channel.

French Montana stars in a commercial and a series of digital content pieces for Monster Energy's new flavor, giving consumers an insight into his world, his music and his style.

Red Bull revealed the anticipated 2024 Red Bull Winter Edition Iced Vanilla Berry, a new seasonal offering that delivers Red Bull Energy Drink with the taste of blueberry and vanilla. For the first time in the Red Bull Editions lineup, this Winter Edition will be available with and without sugar.

Keurig Dr Pepper (KDP), Burlington, Mass., and Frisco, Texas, announced that it has entered into a definitive agreement to acquire GHOST Lifestyle LLC and GHOST Beverages LLC (collectively GHOST). 

Optimum Nutrition (ON), part of Glanbia Performance Nutrition, introduced four new, limited-edition flavors across the brand’s Gold Standard 100% Whey and AMIN.O. ENERGY product lines.

BODYARMOR unveiled BODYARMOR ZERO SUGAR, the brand’s first zero sugar sports drink.

Veteran beverage entrepreneur Lance Collins announced his latest venture: RECOVER 180, a new organic hydration sports drink.

POSSIBLE, a leader in innovative health solutions, announced the release of its newest product: Whole Food Electrolyte powder. 

ROAR Organic unveiled its newest offerings: Cherry Limeade Plus Powder and Blackberry Lemonade, ROAR’s latest flavor addition to its ready-to-drink beverage line. 

DripDrop announced the launch of three new offerings for its Zero Sugar lineup: Zero Sugar Peach, Zero Sugar Watermelon, and a four-flavor Zero Sugar Variety Pack.

REBBL, an organic and plant-powered functional beverage brand, introduced its newest addition to the Revive lineup: REBBL Revive Reishi Vanilla.

PepsiCo, Purchase, N.Y., announced that it reached its 2025 global goal of a 25% improvement in operational water-use efficiency in high water-risk areas, two years ahead of schedule, based on 2023 data versus a 2015 baseline.

Premier Protein debuted a new, permanent addition to its ready-to-drink (RTD) shake portfolio: Cookie Dough.

Austin, Texas-based Nutrabolt, owner of C4, is shaking up the active nutrition landscape as it announced the rebrand of its C4 pre-workout powders, including new, innovative formulations; an updated look and feel of the product; and the We Hit Harder brand equity platform. 

Consumers’ interest in wellness has seen sports and protein drink brands evolving beyond athlete-focused and embrace the concept of supporting everyday wellness.

BIOLYTE announced the launch of its first-ever powder packets. 

REBBL, a brand of SYSTM Foods, announced the expansion of its Protein portfolio with the debut of REBBL Protein Shakes.

POWERADE announced the addition of two new flavors to its sports drink portfolio: Island Burst and Strawberry Smash Zero.

7-Eleven Inc. is bringing the first taste of midnight to stores nationwide with a new limited-edition flavor of Gatorade Thirst Quencher – Midnight Ice.

Liquid I.V. announced its first brand refresh, revealing a modern visual identity and color palette with customer-inspired, benefits-driven packaging and merchandising. 

Local Weather announced the launch of its newest flavor: Wildberry.

NBPure, in partnership with influencer, bestselling author and mom Andrea Hannemann, announced the launch of Earthy Andy Hawaiian Hydration.

This year’s State of the Industry report on sports and protein drinks highlights how the category is tapping into everyday wellness trends to support the needs of consumers.

Muscle Milk, a part of the Gatorade portfolio, announced the launch of its Muscle Milk S’mores flavor just in time for the fall season.

Gatorade, a brand of PepsiCo Inc., Purchase, N.Y., announced the launch of Gatorade Hydration Booster, a new electrolyte drink mix designed to be an all-day hydration hero, it says.

Premier Protein, a brand of BellRing Brands Inc., announced the return of its fan-favorite flavor: Pumpkin Spice. 

Nutrabolt announced a flavorful partnership with The Hershey Co. with the launch of new C4 products and flavors rolling out this fall with additions planned for 2025 and beyond.

Chobani introduced Chobani High Protein, a line of high protein Greek Yogurt drinks and cups made with only natural ingredients, real fruit and zero grams of added sugar.

Celsius Holdings Inc., Boca Raton, Fla., announced its acquisition of Big Beverages Contract Manufacturing LLC for $75 million. The transaction was completed using cash on hand and closed on Nov. 1.

Manufacturer of specialized digital printing equipment Primera Technology Inc. announced its AP380 Label Applicator.

Ross unveiled its ROSS V Cone Blenders that utilize diffusion as the main mixing mechanism, providing a high level of precision and consistency, it says.