This year’s State of the Industry report on juice and juice drinks notes that the category sees increasing competition from emerging beverage categories and as such is looking to reimagine itself.

Dole Packaged Foods announced the release of DOLE FRUITIFY, a line of tropical juice drinks crafted to deliver enhanced nutrition with functional ingredients like green tea and turmeric. 

Designed with healthy teen hydration in mind, PepsiCo released Frutly, a hydrating juice water. 

Uncle Matt’s Organic has launched its Ultimate Immune Orange Juice.

Evolution Fresh, a brand of Starbucks Corp., released Organic Cucumber Glow, a blend of cucumber juice and lemon juice with a hint of tartness, the company says.

Adult Swim has partnered with Miracle Seltzer to produce a limited-edition Pickle Rick Miracle Seltzer inspired by the Emmy award-winning series “Rick and Morty.”

Natalie’s Juice Co. launched Nourish and Immunity as part of its line of cold-pressed juices.