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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. 

Reach3 Insights found that consumers evaluate beverages on far more than taste, considering factors such as function, wellness, convenience, ingredients and the role a drink plays in a particular moment.

Fireball Cinnamon Whisky, Louisville, Ky., is rewriting the rules of footwear with the launch of Fireball Sneaks, limited-edition sneakers featuring a custom-built compartment designed to hold the brand’s new Stash Flask.

Jones Soda Co. announced the introduction of its Zero Sugar Craft Soda lineup at Western Canada Club Stores.

The collection captures the rugged spirit of the frontier with a vintage Western flare, with pieces influenced by rodeo culture and Musgraves’ album. It serves as a continuation of the album itself, the brand says.

This campaign highlights GORGIE’s commitment to wellness, community and innovation while also reinforcing its position as one of the fastest-growing brands in the functional beverage space, it adds. 

Jones Soda Co., Seattle, announced the return of its collaboration with Crayola through a limited-edition Crayola x Jones Soda Six-Pack launching during the back-to-school summer season.

Ingredient suppliers announced FEMA GRAS approvals and Prebiotic Verified certification.

The limited-edition collaboration is available at retailers such as Walmart, Target and Kroger.

To celebrate the launch of Tropic Tang, BuzzBallz is saddling up with Twangy Chapz. The Twangy Chapz feature orange faux suede with matching fringe and yellow accents, a handcrafted pop-tab belt buckle, and built-in side saddles capable of holding up to six Tropic Tang BuzzBallz.