The pandemic put a temporary chill on choice as CPG companies waded through supply shortages and retail disruption to keep core products on the shelf. As we move further away from crisis mode, expect to see a return to the kinds of customization and personalization that was growing prior to the global upheaval.

Here are a couple of examples that have come across my desk in recent months:

Dream Tea NYC — A consumer answers a few basic questions so the company can create a personalized small batch tea blend for them. BD’s Laura Stanford, a hot tea drinker, gave the program a try. She chose loose leaf chamomile tea with added lavender, bergamot, and vanilla. The can, which she selected in green, was printed with her first name and a list of tasting notes: honey, smoke, citrus, vanilla, and “inspiration.”

Pax — The product is sold in a resealable pouch containing drink mix packets — three each of Cranberry Cosmo, Margarita, Pineapple Paloma, and Moscow Mule. The flavor mixes can...

Soccer star Lionel Messi and Mark Anthony Brands, maker of White Claw Hard Seltzer, have unveiled a new “hydration beverage” that Messi previously teased to his 502 million Instagram followers. Más+ by Messi is billed as a “a next-generation...

Hydration brand Hoist has debuted a Blaze Orange flavor in collaboration with outdoor lifestyle brand Realtree.

Tablet water enhancer Waterdrop has launched a new Berry flavor.

Monster, Pepsi, Gatorade Make Top-10.

Bud Light No. 2 on Alcoholic Beverage Leaderboard Amid Viral Boycott.

Plus, Subscriber Bonus: Transcript of Future Smarts Influencer Economy Panel.

Red Bull topped a list of non-alcoholic beverage brands that reaped the highest return on investment on influencer marketing in 2023. That’s according to CreatorIQ, which helps brands track and manage influencer marketing programs. The firm developed a proprietary metric called Earned Media Value (EMV) to benchmark and evaluate the effectiveness of influencer campaigns in engaging consumers. Red Bull’s

Collection of key deals from around the industry so you don't miss a beat...

Coca-Cola launched its newest limited edition Coke Creations extension this week. Y3000 is said by the company to be “futuristic flavored” and “co-created with human and artificial intelligence.” Y3000, in both Zero Sugar and regular versions, is how a Coke of the future might taste, the company added. Coca-Cola used AI to help generate the...