Product Ships Regionally in May. National Launch in 2024
April 6, 2023
Coca-Cola’s BodyArmor is jumping into the fast-growing rapid hydration sports drink segment with a new product called Flash I.V., the company has confirmed to BD. BodyArmor filed for the Flash I.V. trademark in January and will ship the product in the US regionally early next month by way of some Coca-Cola bottlers, BodyArmor CEO Federico Muyshondt said in an interview. The company will take the product nationwide in January of 2024. The emerging rapid hydration market, being forged by brands including Grupo Pisa’s Electrolit, PepsiCo’s Gatorlyte, and Abbott’s Pedialyte Sport, has reached between...
New Product Ships Regionally in May. National Launch in 2024. Product to Challenge Electrolit, Gatorlyte on Taste and Electrolyte Level, BodyArmor CEO Says
April 3, 2023
Coca-Cola’s BodyArmor is jumping into the fast-growing rapid hydration sports drink segment with a new product called Flash I.V., the company has confirmed to BD. BodyArmor filed for the Flash I.V. trademark in January and will ship the product in the US regionally early next month by way of some Coca-Cola bottlers, BodyArmor CEO Federico Muyshondt said in an interview. The company will take...
‘Dink’ Latest Example of Beverages Targeting Exploding Pickleball Community
March 29, 2023
The exploding popularity of pickleball in the US has created a gold rush for beverage companies looking to capitalize on the sport, which is a miniaturized version of tennis played with a hollow plastic ball, oversized ping-pong-like paddle, and bespoke set of rules. A large part of the appeal of pickleball is the democratic nature of the game, which proponents say draws a diverse group of players from across the spectrum of age and athletic ability. That reach, coupled with the social nature of pickleball, is good for consumer packaged goods brands, too, say Pennsylvania craft beer brewers and beverage co-packers...
Pepsi Zero Sugar is Lead ‘Protagonist’ in Master Brand Strategy.
March 28, 2023
PepsiCo will roll out a logo update for its flagship Pepsi trademark this fall, the first such redesign in 14 years. The company’s in-house design firm, led by SVP and Chief Design Officer Mauro Porcini, forged the design over three years. Pictured below, the new logo and “visual identity system” is intended to convey four key messages, Porcini and Pepsi CMO Todd Kaplan told BD in an interview:...
Bottled Water Category Shines, While RTD Tea, Enhanced Waters Shed Volume
March 16, 2023
US non-carbonated beverage categories tracked by BD posted strong retail pricing growth in 2022 as manufacturers sought to offset higher costs for everything from packaging to transportation. In the face of higher pricing, volume sales declined meaningfully for...
Vying for Attention: Functional Mocktails, Seaweed, Upcycling, Canned Sports Drink, Hard Honey
March 16, 2023
Natural Products Expo West was nearly back to pre-pandemic form this year with more than 3,000 exhibitors and 65,000 attendees. The show, held last week in Anaheim, California, hosts the vanguard of consumer health and wellness trends, mostly in packaged food and beverage. Had you been at Expo West in 1999, you would have seen bottled organic tea brand Honest in its infancy, a dozen years before Coca-Cola would eventually acquire the company in full from co-founder and fair trade tea evangelist Seth Goldman. While many brands at the show will fail, they often still represent trends that will one day go mainstream and generate meaningful growth, usually at premium pricing. As a result, Expo West is a magnet for strategic companies, private equity investors, distributors, and retailers looking for the next big trend or growth brand. With all of this in mind, BD walked the show floor — 10 football fields in size — for three days, spending most of that time in the “Hot Products” zones, where the smallest and newest companies exhibit. Here’s what caught our attention:
Powdered Beverage ‘Headroom is Unlimited,’ CEO Says. Brand Represents Possible Long-Term Disruption for RTD Sector.
March 16, 2023
Liquid I.V., the powdered water enhancer acquired by Unilever in 2020, is closing in on $1 billion in net sales, according to the company. The brand will reach the milestone in the “near future,” the company said, while declining to define that timeframe. The “hydration multiplier,” which promises to hydrate as much as 2.5 times faster than water and is used by some consumers as a hangover remedy, is the largest single-serve drink mix brand on the market with a...
Beverage Digest is walking the show floor along with about 65,000 other attendees at Expo West in California this week. We'll investigate natural ingredient trends that could one day drive the growing and profitable functional packaged beverage market. We're also looking for what's new within existing ready-to-drink segments and product lines, and talking to the founders and leaders who propel the sector.
We'll share our observations in live updates here, so check back through the next couple of days.
Subscribers can email us if there is something specific you'd like to ask about. For those attending the show, feel free to send any noteworthy observations as well.
LRB Share is Key Metric for PepsiCo Beverages North America, PepsiCo CEO Says.
Private Label Results. Top-10 Brand Performance. Dew Lags in C-Stores.
The US carbonated soft drink category at retail generated pricing growth of almost +15% in 2022, according to new BD data. Volume declined a modest -1.9% as most CSD makers found success extracting latent value from their brands and offsetting across-the-board cost inflation. As shown in the table...