In today’s beverage market, the energy drinks and shots category is leaving its mark as more consumers are relying on the product’s key attribute ― energy ― to get through the day.

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.