Sports Drinks

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Celsius Holdings, Inc., the creator and marketer of Celsius, in partnership with global music superstar Flo Rida, launched Flo Fusion Transformation Accelerator Powder On-the-Go sticks in The Vitamin Shoppe stores nationwide in March

Although sports and protein drink companies primarily market to athletes and active consumers, the category’s consumer base is shifting.

A new series of flavored coconut water designed for the athlete and hard exerciser

Planet Blue Beverage Inc. introduced a line of Pro Motion Thirst Quencher sports drinks.

Although protein drinks previously were associated with bodybuilders and workout occasions, mainstream consumers now are seeking protein-enhanced products.

Vita Coco expanded into the sports drink category with its new line of Vita Coco Sport beverages.

Hormel Foods Corp., Austin, Minn., announced the closing of its acquisition of CytoSport Holdings Inc., Benicia, Calif. The purchase price was approximately $450 million. The deal includes the Muscle Milk brand of shelf-stable, ready-to-drink protein beverages; a manufacturing facility in Benicia, Calif.; as well as several manufacturing and distribution agreements both domestically and abroad, according to Hormel Foods.

After the 2014 FIFA World Cup, soccer fans have seen their fair share of golazos — the Spanish and Portuguese word for brilliant goals.

Oviedo, Fla.-based New Whey Nutrition announced that its NuAquos protein drinks will be available in Shop Rite stores in New Jersey, New York, Pennsylvania, Delaware and Connecticut. More than 250 stores will sell the brand’s Peach Mango, Pomegranate, Watermelon, Kiwi-Strawberry and Orange varieties, which are priced at $2.49 for a 20-ounce bottle.

CytoSport Inc. debuted the first organic line for its Muscle Milk brand of ready-to-drink (RTD) protein shakes.