The editors of Beverage Industry selected five innovators that it saw taking a step to push the boundaries of what today’s beverages can deliver to consumers.

Nutrition that supports both physical and emotional well-being is thriving. It can target different generations with more specific holistic approaches to help identify opportunities and optimize innovation. New research from Innova Market Insights, The Netherlands, identifies key characteristics and differences among Generation Z, millennials, Generation X and baby boomers and the way that holistic nutrition approaches can be tailored to these generational groups.