Sports Drinks

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The Gatorade Sports Science Institute (GSSI), Gatorade’s research arm with four decades of experience in hydration, nutrition, and human performance, presented the findings from its first “Body of Science” study. 

Bucked Up has expanded its RTD lineup with two new launches: Drive Hydration and Refreshers.

In this year’s State of the Industry report, fitness as a lifestyle continues to have a growing influence on sports and protein drink market.

SPYLT unveiled a bold new look alongside its “Deliciously Outta Hand” campaign, encouraging consumers to tap into their inner teenager through the “Outta Hand Chug Challenge.” 

Today’s beverage aisle is a chaotic collision of function, flavor, lifestyle and identity, with functional beverage brands often have to win over consumers in seconds as its packaging serves as a billboard.

BODYARMOR Sports Drink, a brand of The Coca‑Cola Co., unveiled BODYARMOR FIT, a new sparkling sports drink that brings modern hydration to everyday moments. 

Muscle Milk announced the complete reformulation of its protein shake lineup as well as its new campaign: Protein For All.

In time for summer, Liquid I.V. announced the launch of its most anticipated flavor: Hydration Multiplier Sugar-Free Ring Pop Cherry.

Research shows that awareness of GLP-1 medications is on the rise as Americans explore these agonists for a variety of reasons. Experts highlight that beverages will play a key role in supporting this growth. 

Urban Remedy announced its expansion of its innovative Organic Protein Collagen Meal Shakes with the introduction of Strawberry.