In the 1993 sports comedy “Rookie of the Year,” Henry Rowengartner joins the Chicago Cubs after the Little League baseball player can throw like the pros when his tendons heal too tight after breaking his arm. The Cubs have a game against the New York Mets where, if they win, it would win them the division and they’d advance to the National League Championship Series. But after slipping on a baseball, Rowengartner learns he can’t throw fastballs anymore and instead comes up with new strategies to help the team beat the Mets, including the hidden ball trick and trading insults with one of the base runners.
In the beverage market, brand owners are changing their strategies in terms of healthy beverages as consumers are looking beyond just physical health. At IFT First, Innova Market Insights presented its “Health strategies in beverages” to attendees, which highlighted that health and wellbeing no longer is limited to the body. Based on 2021 research across 11 countries, the research firm found that physical health remains a top focus, but that holistic health is on the rise. For instance, mental and emotional health as well as spiritual health by linking feeling good to doing good and positive sense of self.