Los Angeles-based G.O.A.T. Fuel, the health-forward energy drink from Pro Football Hall of Famer and renowned NFL G.O.A.T. Jerry Rice, announced closing on its initial Series Seed round of financing, which was oversubscribed and raised $5 million, putting total funds raised since launching in 2020 during the pandemic at $12 million. 

With functional and hybrid beverage trends on the rise, beverage-makers are innovating and adding to their portfolios to capture a broader customer base.

DINK announced the official release of a first-of-its-kind pickleball recovery drink, available in three flavors: Lemon Lime, Orange and Pineapple.

As physical fitness remains top of mind for those seeking healthier lifestyles, experts note that today’s consumers not only are turning to sports drinks to deliver on recovery, but also seek such drinks to help meet overall wellness goals.

BIOLYTE, a hydration beverage company, announced the debut of its latest drink flavor: Punch.

ROAR Organic, a line of organic hydration beverages, will unveil the newest additions to its portfolio at Natural Products Expo West 2023. 

Powerade announced an all-new formula and new-look packaging at retail this year. Powerade’s new formula now comes with 50% more electrolytes compared with competitive sports drinks. The formula also includes vitamins C and B. To complement the new formula, Powerade refreshed its packaging with a bold new look, featuring vibrant flavor colors on label to create an eye-catching lineup at retail shelves, it says.

BODYARMOR Sports Drink, a brand of The Coca-Cola Co., Atlanta, announced both an official partnership and $500,000 commitment to Operation Homefront, a national nonprofit whose mission is to build strong, stable and secure military families. BODYARMOR also launched a Cherry Lime flavor, with a military camouflage celebratory bottle in honor of those who serve and protect our country.

Fitness influencer Anna Victoria announced the launch of her new Plant Based Protein powder: Vitalura Labs.

XTEND, a brand of Austin, Texas-based Nutrabolt, today announced the launch of a new product in its line of hydration and recovery amino acids: XTEND Healthy Hydration.