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.

The functional benefits associated with energy drinks have helped it attain the status it has today, but experts note diversification will take the category further.

As consumer focus on health and nutrition increases, the beverage market is booming with a variety of functional beverages that cater to sports and muscle recovery, hydration and convenience. In addition, the market is projected to grow, especially as ingredient manufacturers release innovative ingredients optimized for both efficacy and portability.

G FUEL, The Official Energy Drink of Esports, announced its new Sour FaZeberry flavor, which is developed in collaboration with gaming organization FaZe Clan, now is available to buy at gfuel.com.