Items Tagged with 'performance beverages'

C4 Energy, a brand of Nutrabolt, expands its basketball presence as it enters into three new partnerships with the Los Angeles Lakers, Canada Basketball, and NBA Europe, respectively.

As fitness as a lifestyle proliferates, sports and protein drinks are positioned to fuel consumers embracing that mindset.

The sports recovery, bone and joint health beverage market has pivoted to attract the everyday consumer, not just athletes. 

C4 is turning up the heat with a new bold flavor: C4 Performance Energy Mango Fuego.

REIGN Total Body Fuel, a performance beverage created by Monster Energy, Corona, Calif., is expanding its flavor lineup with the launch of Watermelon Sour Gummy, a candy-inspired innovation that fuses intense flavor with uncompromising performance, it says.

Hiyo announced Costco members will have access to Hiyo’s new, Costco-exclusive Sunset Party Pack, an 18-count variety pack featuring three of the brand’s top-selling flavors.

BODYARMOR is kicking off the year by introducing its latest innovation in the sports drink portfolio: BODYARMOR FLASH I.V. Caffeine Zero Sugar. 

C4 Performance Energy unveiled its Cereal Killer flavor, inspired by the colorful chaos of a childhood breakfast bowl.

With lines continuing to blur across the performance beverage space, experts highlight how incorporating functional ingredients into daily-use formats, like ready-to-drink energy or hydration beverages, can give consumers benefits that extend well past the workout window.

As the lines between beverage categories continue to be blurred, experts highlight how the performance beverage market is moving toward functional lifestyle concepts, reflecting consumer demand.