Although the pandemic presented a challenge for many beverage categories, it seems to have offered an opportunity for the sports and performance drinks segment.

The Coca-Cola Co., Atlanta, and the Jel Sert Co., West Chicago, Ill., announced the national rollout of POWERADE Sports Freezer Bars, offering everyday athletes a new way to enjoy POWERADE. Available in stores nationwide, POWERADE Sports Freezer Bars feature the brand's most popular flavors: Mountain Berry Blast and Fruit Punch.

Chicago-based GoodSport Nutrition is launching GoodSport, a natural sports drink made from milk.

HOIST’s ready-to-drink hydration drink will see its biggest packaging refresh to date this month. 

BODYARMOR, a brand of BA Sports Nutrition, Whitestone, N.Y., announced the launch of BODYARMOR EDGE, a premium sports drink with natural caffeine.

To kick off the new year, Vita Coco released Boosted, a coconut water fortified with MCT to provide sustained energy for the body and mind. 

BODYARMOR LYTE Sports Drink, a brand of Whitestone, N.Y.-based BODYARMOR, announced a new equity partnership with 7-time Grammy Award-winning superstar Carrie Underwood. 

NBA Champion Kawhi Leonard partnered with X2 PERFORMANCE to launch its fitness supplements.

G.O.A.T. Fuel, Los Angeles, announced a new retail-partnership with GNC, which will feature the brand's line of health-focused energy drinks in select locations across the United States.

As consumers place greater emphasis on health and wellness, performance beverages are adding more to their arsenal. From lower sugar, to better flavor and increased functionality, consumers demand that performance beverages outperform their former selves.