Minute Maid Spiked Scales ARTD Portfolio via Action Bronson Partnership
Minute Maid Spiked is capitalising on its 92% year-over-year growth by launching its first celebrity-led campaign featuring multi-hyphenate Action Bronson. The partnership reinforces the brand's "No Muss, No Fuss" positioning in the high-growth Alcohol Ready-to-Drink (ARTD) category, focusing on non-carbonated, juice-forward alternatives to traditional hard seltzers.
Barilla Scales Formula 1 Partnership with Launch of Racing Wheels Pasta
Barilla, the Official Pasta Partner of Formula 1®, is capitalising on the global surge in F1 viewership by launching "Barilla Racing Wheels," a special-edition pasta shape designed to merge high-performance sports licensing with the traditional "Domenica Italiana" (Italian Sunday) meal occasion.
Brooklyn Brewery Unifies Non-Alcoholic Portfolio Under Core Brand
Brooklyn Brewery is consolidating its award-winning "Special Effects" non-alcoholic line under the master "Brooklyn Brewery Non-Alcoholic" banner. The rebrand unifies the portfolio with style-led naming conventions and blue-coded packaging cues to simplify the consumer path to purchase in the rapidly growing, less than 0.5% ABV segment.
Swaggerty’s Farm Opens 50,000 Square Foot Production Expansion in Tennessee
Swaggerty’s Farm has inaugurated a 50,000-square-foot expansion at its Kodak, Tennessee headquarters, strategically increasing production capacity for its market-leading boxed sausage patties while integrating energy-efficient systems to enhance operational sustainability.
GHOST Energy and Keurig Dr Pepper Debut 7UP Energy Drink Launch
GHOST® Energy is expanding its portfolio of authentic collaborations through a partnership with Keurig Dr Pepper (KDP) to launch 7UP® Lemon Lime. This limited-time release marks the first licensed flavour under the GHOST and KDP strategic partnership, leveraging the brand equity of the iconic 7UP soda to capture the high-growth nostalgic energy segment.
Living Things Expands Functional Portfolio with Cherry and Lime Prebiotic Soda
Living Things is strengthening its position in the high-growth functional soft drinks category with the launch of Cherry & Lime, a prebiotic soda engineered to meet the summer demand for flavour-led, low-calorie beverages featuring 2 billion live cultures and high fibre content.
Exclusive Interview
From Firefighting to Functional Beverage: The Vitclear Story
FNBX sat down with the founder to discuss the technical challenges of creating a "clean label" soda that masks complex active ingredients, the task of educating the mass market on "nootropics," and why the brand is prioritising sleep and recovery over the traditional energy spike.
Ralph Burrows
Vitclear Founder
I created Vitclear whilst serving as a firefighter in Oxfordshire. I realised that you're not exactly replacing all the vitamins and minerals you lose when you sweat if you just drink water. I also wanted to make supplementation easier for people on-the-go, without being a drink packed with caffeine, as shift workers and athletes need to prioritise sleep. This resulted in many meetings with scientists, superfood experts and formulators, to create 3 drinks. Our Brain Health soda for productivity, our Gut Health soda to stay balanced, and our Active Health soda for recovery.
Our customers would typically know of (and already be consuming) the active ingredients in our drinks - we've just made it easier, tastier, and more affordable. For those who don't know already, I'd normally say 'Put simply, a Nootropic is any ingredient that may help brain performance', but you're right in saying that there is a lot more science to it than that.
The UK is very strict with what you can and can't say in terms of benefits, but coffee is actually a nootropic, of which most people consume it every day, and that helps people to understand that nootropics aren't this taboo 'smart drug' or anything like that. They can be simple functional ingredients like coffee beans or green tea. The term nootropic is more commonly known in the US, but we're seeing it appear more and more in the UK, and hopefully, we'll be the first brand that comes to mind.At Vitclear, we have a very difficult job trying to make complex products look really simple. We have over 20 beneficial ingredients in each can, with no artificial preservatives, additives, colours, flavours, or sweeteners, so everything from the can's design to the website design needs to look really clean and functional, without overloading the consumer with information. In terms of masking the more potent ingredients, it just takes a lot of patience on the R&D side. Our first Active Health flavour (Guava and Passionfruit) took months going back and forth to refine the taste, whereas our Tropical Peach Brain Health flavour that's on the shelves today is the first sample I tried!
The plan is to expand our flavour range to cater to those who don't want the sweetness of our existing offerings. Our drinks were originally designed with a younger palate in mind, but the majority of our customers are older, and we're going to respond to that demand. I don't think that there will be a revolutionary new ingredient discovery associated with Brain, Gut, or Active Health in the next few years, and we would want certainty of its efficacy with studies which take a long time to come to fruition anyway. We already have one of the highest-dosed functional drinks on the market, and it's backed by real results, so we don't really need to add any new ingredients or react to trends.
Cracking the Code on Nestlé’s Easter Strategy
Every spring, the confectionery aisles are transformed into a highly competitive battleground for consumer attention. Behind the foil and cardboard lies months of rigorous R&D, structural engineering, and behavioural psychology. We analysed a recent sit-down with Torin Zieboll, Seasonal Brand Manager for Nestlé Confectionery UK and Ireland, to extract the core F&B industry takeaways behind their seasonal strategy. Here is how Nestlé engineers "the moment," presented in our Insight Lab Q&A format.
Interview
April 3, 2026
1664 and Robert Pattinson Global Cultural Research Report
1664 and Robert Pattinson Launch Premium Campaign Exploring Cultural Taste Trends. Premium beer brand 1664 has partnered with actor Robert Pattinson and director Brady Corbet to launch a global campaign and research paper titled A Question of Good Taste, exploring the intersection of identity and consumer preference.
Report
April 1, 2026
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April Fools' 2026: From Matcha Mayo to Sheep's Milk Coffee
The 2026 F&B April Fools' landscape is dominated by "flavour subversion" and "hyper-innovation," with brands like Lost Sheep Coffee and Superfoodio leveraging polarising taste profiles and absurd technology to drive massive social engagement. F&B April Fools 2026: The Best Brand Pranks and Faux Launches
Analysis
April 1, 2026
Kylie Jenner’s Sprinter Expands into Functional Wellness with k2o Launch
April 8, 2026
Bucked Up Expands RTD Portfolio with Drive Hydration and Refreshers
April 7, 2026
Volvic Enters Functional Hydration with Vitamin+ Launch
April 2, 2026
Nestlé Waters UK Launches Inspired by Buxton Peak Functional Range
March 30, 2026
Syncron Expands Functional Portfolio with Elixir and Hydrate Launches
March 26, 2026
Spacegoods Introduces Coffee Hazelnut Rainbow Dust Flavour
March 24, 2026
The Source Ventures Invests in Gut-Health Soda Brand Living Things
March 19, 2026
Jel Sert Company Introduces First to Market Alkaline Hydration Sticks
March 18, 2026
TREND WATCH: Summer 2026
Beyond the Buzz: Functional Beverage Market
This month's data shows a trend for health and wellness-focused drinks. The beverage industry is undergoing a seismic shift. Consumers are no longer satisfied with simple hydration or sugary indulgence.
Functional Nootropics
Next-Generation Protein
Non-Alcoholic Social Tonics
February 2026 Issue
FNBX INSIDER: Beverage Market Deep Dive
Driven by the rise of the 'Ozempic economy,' protein is migrating from the gym bag to the grocery aisle, forcing brands to engineer hyperdense 'companion foods' for a new era of metabolic health.
The New Buzz: THC
Valentine's Day Coffee
Functional Beverages
Exclusive Insight
Bakery & Plant-Based Trends Collide: The Rise of the Super-Tortilla
As functional protein reshapes the bakery aisle, a concurrent shift towards whole-food plant proteins is creating a powerful synergy. We analyse the market data driving the explosive growth of high-protein carriers and clean-label fillings.
The "Super-Falafel" Wrap: boasting upwards of 25g of protein entirely from plants.