Coca-Cola's BodyArmor has launched BodyArmor Fit, the brand's first sparkling sports drink, in 12-oz slim cans. Each can contains 290mg of electrolytes, 60mg of caffeine, choline, and green tea extract, with zero sugar and no artificial flavors, sweeteners, or dyes. Flavors are Mixed Berry, Tropical Passionfruit, Citrus Grapefruit, Orange Mango, and Watermelon Lime. NFL quarterback Joe Burrow is fronting the launch campaign.
Poppi has launched 7.5-oz mini cans at Walmart stores and online in flavors Cream Soda, Shirley Temple, and Wild Berry in single cans and 6-packs...
The US energy drink category posted robust growth at retail in the first quarter of 2026, with multi-channel volume up +11.4% and dollar sales up almost +14%, according to BD data. The standout was trademark...
Celsius Energy went from being an underdog to the No. 3 energy drink in the US with a simple formula: broaden the base. Rather than competing for the traditional male energy drink consumer through testosterone-fueled marketing, Celsius Energy built its brand around flavor and a wellness-oriented identity that gave women and professionals who had never bought an energy drink permission to enter the category. Now, with the acquisition of Rockstar Energy from PepsiCo last year, parent company Celsius Holdings is tapping back into the category's roots to access the adrenaline and attitude that built the energy drink sector. “We’ve always been an in-your-face brand,” Celsius Holdings CMO Rishi Daing said of Rockstar, for which he is spearheading a marketing reset. “But we became a little too polished in recent years, maybe a little too sophisticated. Our consumers probably weren't finding that as relevant anymore.” Last month, Celsius Holdings launched a new “Live Loud” brand identity and marketing campaign, playing off Celsius Energy’s “Live. Fit. Go” brand positioning. The new Rockstar positioning comes with an aggressive push into music, action sports, and motorsports. Daing said...
