Sports Drinks

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When developing a functional drink, beverage-makers have to choose ingredients that will offer desired benefits to the consumer. For Washington, D.C.-based Advanced Nutrient Science International’s Xtreme Shock ready-to-drink (RTD) performance beverages, the brand used the carbohydrate glycerol as a “hyper-hydration” ingredient to replenish lost fluids and hydrate muscle tissues in order to reduce fatigue and boost performance, says Joe Sammarco, vice president of sales. It also used Octopalean, a natural thermogenic ingredient that increases metabolism, stimulate lipolysis and promote insulin sensitivity, he adds.

Clif Shot, a brand of Emeryville, Calif.-based Clif Bar & Co., launched two new sports performance drinks: Clif Shot Electrolyte Hydration Drink Mix and Clif Shot Protein Recovery Drink Mix. The introduction of these new products expands the Clif Shot portfolio to provide athletes options for hydration during activity as well as fast-absorbing protein to aid in post-activity recovery, the company says.

Kate Farms, the creator of Komplete Ultimate Shakes, signed a personal endorsement deal with teen racecar driver Tristan Nunez. In his first race of the partnership, Nunez won the Prototype Challenge race in Baltimore as part of the American Le Mans Series on Sept. 1, making him the youngest driver to claim a victory in the series.

New Whey Nutrition launched a new protein drink line designed to help consumers restore, rehydrate and recover.

Although sports drinks are commonly marketed for their hydration and workout recovery benefits, some consumers also are looking for low-calorie options, according to Chicago-based Mintel.

Atlanta-based The Coca-Cola Co., which launched Dasani Drops in October of last year, launched another brand into the liquid drink mix segment but with a sports drink angle.

CytoSport’s Muscle Milk partnered with Los Angeles Dodgers pitcher Clayton Kershaw in a charitable marketing partnership.

Last year offered the sports and protein drinks category a big marketing opportunity through the London 2012 Summer Olympics, says Jennifer Zegler, beverage analyst at Chicago-based market research firm Mintel.

The Coca-Cola Co., Atlanta, plans to host events for fans of all ages in the company’s hometown during the 2013 National Collegiate Athletic Association (NCAA) Men’s Final Four weekend, which also is taking place in Atlanta. Coke Zero, the official fan refreshment of the NCAA, and Powerade, the official sports drink of the NCAA, will be the dominant players in the company’s celebrations, it says.

Cytosport, the Benicia, Calif.-based parent company of Muscle Milk and Muscle Milk Light, launched Muscle Milk Light Peach Mango in 14-ounce ready-to-drink bottles. Peach Mango is the first Muscle Milk Light beverage option to be naturally flavored and sweetened with stevia, monk fruit and cane sugar, the company says.