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Beverage Innovation

Tracking The Drinks Marketplace


Coca-Cola And Hillenbrand Challenge Innovators For Sustainable Plastics

The Circular Plastics Case Competition, co-hosted by Hillenbrand Inc., Coca-Cola and Net Impact, invites emerging business professionals to propose solutions that keep plastics in circulation and away from the environment. This year's focus is on enhancing the supply of rPET, currently limited due to insufficient recycling. The competition offers a platform for innovative thinking in sustainability and practical engagement with the complexities of the plastics value chain. Participants will compete for cash prizes and finalists will present their case studies at the NPE event later this year.  

Other Companies

Michael B. Jordan Launches MOSS, A Sea Moss Beverage Line

US actor Michael B. Jordan, in collaboration with organic food company DrSmood, has launched MOSS, a sea moss beverage line in the US, emphasizing health and environmental sustainability. Flavors include Pure, Pomegranate, and Mango Ginger, each crafted with organic juices, botanical extracts and herbs. The Mango Ginger V2, a website-exclusive flavor, is enhanced with ashwagandha. MOSS says it’s committed to environmental health, using Oceanic Global’s Blue Standard certified plastic-free packaging, and has donated over $25,000 to ocean conservation and community welfare.  

Toronto Blue Jays' Star Vladimir Guerrero Jr. Partners With BODYARMOR

BODYARMOR Sports Drink announced a multi-year partnership with Vladimir Guerrero Jr., a top MLB first baseman and Toronto Blue Jays star. This partnership aligns with BODYARMOR's expansion into Canada, marking their first international distribution. Guerrero Jr. joins a group of elite athletes endorsing BODYARMOR, including Ronald Acuna Jr. and Alex Morgan. The partnership will feature Guerrero Jr. in various marketing initiatives across Canada and the US, including national campaigns, local retail events in Toronto and digital and social media activations. BODYARMOR, also the Official Sports Drink of Major League Soccer, is now available in major Canadian markets, strengthening its presence in the sports nutrition sector. 

Suja Organic Launches Plant-Based Protein Shakes Nationwide

Suja Organic has expanded its product line with the introduction of Suja Organic Protein Shakes, marking the company's entry into the rapidly growing ready-to-drink protein market. Available in Vanilla Cinnamon, Chocolate and Coffee Bean flavors, the products contain 16g of plant-based protein from pea, rice and hemp, and are blended with almond milk and coconut cream for a rich texture. Each 200-calorie shake also contains essential vitamins, minerals and 3-4g of acacia fiber. Suja Organic, established over a decade, aims to further fulfill its mission by offering these convenient, health-focused drinks. Priced at $4.99 per 12oz. bottle, the protein shakes are available at Target stores nationwide and online. 

Kyle Busch's Rowdy Energy To Cease Operations

Rowdy Energy, an energy drink company co-founded by race car driver Kyle Busch and entrepreneur Jeff Church, is closing its doors. Established in 2019, Rowdy Energy produced better-for-you drinks made without sugar or artificial ingredients. It has faced significant challenges, including a legal notice filed in December in California, alleging that some of its products contained high levels of lead and mercury, violating California's Proposition 65. Despite raising $13 million in 2021, the company could not overcome these hurdles. Busch mentioned the need to focus on his family and racing career as a reason for ceasing operations.

Allu Company Launches AlluSoda, a Healthier Soda Alternative

Allu Company has introduced AlluSoda, a new zero sugar craft soda, now available for purchase online. Developed with a unique blend of natural sweeteners like allulose, Reb-M and Monk Fruit, AlluSoda aims to provide a guilt-free soda experience without the common aftertaste of sugar-free alternatives. Originating from a family kitchen and driven by a personal history with diabetes, CEO David Giacomini focused on creating a soda that aligns with healthier lifestyles and dietary needs. AlluSoda, which comes in Craft Cola, Lemon & Lime and Ginger Ale flavors, offers a low-calorie count of 5-10 calories and zero glycemic impact, making it an ideal choice for those monitoring their sugar intake. The use of allulose, a rare natural sugar, further enhances its appeal by offering potential health benefits like reduced blood sugar levels and anti-inflammatory properties. The sodas can be bought online on AlluSoda.com and Amazon. 
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