John Fieldly, CEO of Celsius Holdings Inc., has seen the company not only produce clinically backed energy drinks that today’s consumers demand, but also demonstrates the discipline to produce a true return on investment to shareholders.

Optimum Nutrition (ON), a brand of Glanbia Performance Nutrition, announced the launch of its new Gold Standard Protein Shake.

Today, as more consumers continue on a functional beverage course, experts note that as such, many are turning to performance beverages to help manage their overall well-being.

GoodSport Nutrition announced the release of its natural sports drink, harnessing the naturally occurring electrolytes and carbohydrates found in milk to deliver elite-level hydration, it says.

Although much of those sales come from the non-aseptic sports drink segment, sport drink mixes is showing that its contribution to the category, though niche, is gaining traction with consumers.

Ultima Replenisher announced the launch of a Tropical Variety Pouch packed with flavors including new Passionfruit, Blue Raspberry, Pink Lemonade and Watermelon.  

BioSteel Sports Nutrition Inc., Toronto, announced the latest addition to #TeamBioSteel with the signing of Connor Bedard, a rising hockey star and top prospect for the 2023 NHL Draft. 

The demand for functional, transparent energy solutions has helped Nutrabolt and its C4 portfolio meet the needs of performance athletes and fitness enthusiasts, while appealing to consumers who are making healthy, active living a daily priority.

Consumers increasingly are turning to energy drinks and shots to get them through their day, helping drive the growth of the energy drinks market.

This year’s State of the Industry report on sports and protein drinks notes that the category has adapted to the market alongside functional and hybrid beverages.