CytoSport’s Muscle Milk partnered with Los Angeles Dodgers pitcher Clayton Kershaw in a charitable marketing partnership.

Xyience Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), launched its nationwide promotion “Do You Have the Power to Win?” this month.

In conjunction with the release of Square Enix’s action-adventure videogame “Tomb Raider,” Kick Energy, produced by Global Brands Ltd. in the U.K. and imported in the United States by Dolce Beverage Group LLC, released a limited-edition “Tomb Raider” can.

Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage analyst at Chicago-based market research firm Mintel.

The old saying that “An apple a day keeps the doctor away” might someday transition to “A supplement a day keeps the doctor away” as topics such as the U.S. obesity rate, an aging baby boomer generation, and increased energy/alertness continue to bring attention to the nutritional/dietary supplement segment, according to market research firms.

Xyience Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), inked a one-year endorsement contract with former UFC light heavyweight champion and UFC Hall of Fame member Chuck Liddell.

Steaz, a subsidiary of The Healthy Beverage Co., revealed rebranded packaging for its entire line.

In an effort to offer greater value to consumers, Drink Chia LLC increased the package size of its same-named omega-3 superfood drink from 8 to 10 ounces.

 Chicago-based Fair Oaks Farm Brands Chief Executive Officer Steve Jones knows the importance protein plays in a balanced diet.