Sports Drinks

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Just as spectators will ask how low can you go when participants are facing off in a limbo challenge, consumers are asking the same of food and beverage manufacturers. However, these requests have spread beyond traditional low-calorie refreshment to also include sports nutrition formulations.

WTRMLN WTR, Denver, launched WTRMLNSLCE, a non-refrigerated watermelon water that delivers electrolytes with 2 grams of natural sugar from watermelon and no artificial sweeteners, the company says.

The Atlanta-based Coca-Cola Co. and Whitestone, N.Y.-based BODYARMOR announced that they have entered into a definitive agreement through which The Coca-Cola Co. will acquire a minority ownership stake in BODYARMOR. Through the agreement, BODYARMOR will have the opportunity to gain access to the Coca-Cola bottling system, enabling the fast-growing brand to accelerate its growth to meet explosive consumer demand for its premium line of sports performance and hydration drinks.

Sports and protein drinks, particularly for non-athletes, will continue to drive the market, but beverage-makers should be aware of consumers’ wellness goals, including the need for organic products and high transparency.

Ready-to-drink teas are driving growth in the tea category, particularly as consumers seek on-the-go convenience and healthier options.

The trend for professional athletes, weekend warriors and everyday consumers to be well-hydrated with more low-sugar, organic and natural options is contributing to stable growth in both the sports and protein drinks market.

As more consumers look to enhance the quality of their lives with functional, better-for-you- beverages and supplements, beverage companies are releasing more products to help athletes and everyday consumers recover with healthy rehydration after a workout.

Core Power introduced a new flavor in convenience stores.

Iconic Protein introduced two new flavors: Golden Milk and Coconut Matcha.