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Adaptogenic Beverages Extend Appeal Beyond Health To Cool, For Younger Consumers At Least
Adaptogenic beverage sales are expanding rapidly, driven by consumer trends favoring health-conscious alternatives to alcohol. These drinks, packed with ingredients like rhodiola and ashwagandha, are touted for stress management and other health benefits. Brands like De Soi and Bonbuz are leveraging these botanicals, using colorful packaging and trendy marketing to attract Gen-Z and millennial consumers seeking functional and aesthetically-pleasing options. Despite their popularity, the medical efficacy of adaptogens remains debatable, given limited evidence and varying product formulations. However, their appeal extends beyond medicinal claims, with consumers viewing them as novel, non-intoxicating alternatives to traditional beverages.
Supreme Snaps Up Clearly Drinks Parent
Manchester, England-based Supreme PLC is set to acquire Acorn Topco Ltd, the parent company of Clearly Drinks Ltd, for £15 million. It’s expected to improve Supreme's earnings immediately. In 2023, Clearly Drinks reported £22.4 million in revenue and £3.0 million in adjusted EBITDA, with further growth anticipated for 2024. CEO Sandy Chadha highlighted Clearly's role in Supreme's diversification strategy.
Clearly Drinks Brand Launches Kid-Focused Sugar-Free Dino Water
Perfectly Clear, a brand owned by Clearly Drinks, launched Dino Water, a new range of sugar-free, multi-vitamin-enriched children's drinks available in Orange & Mango and Blackcurrant flavors. Aimed at children aged 3-8, these drinks offer an alternative to sugary beverages, encouraging hydration and vitamin intake. Using locally sourced spring water, Dino Water is packaged in 100% recyclable PET bottles. Mark Robinson, marketing manager for Clearly Drinks, highlighted the product's appeal with fun dinosaur characters to motivate kids to drink. Priced at £2 per four-pack, Dino Water will be available in UK retailers starting July.
Barcode’s Plant-Based Sports Drink Targets Endurance And Recovery
Mubarak Malik, leveraging his experience as a performance director for the New York Knicks and Los Angeles Lakers, co-founded sports drink brand Barcode with a focus on fitness and recovery. The plant-based beverage includes unique ingredients like vitamin D3, magnesium, ashwagandha and B vitamins, and is sweetened with monkfruit. Barcode aims to support endurance, recovery and stress management during exercise. Malik emphasized the product's design for optimal hydration and performance. Co-founded with NBA champion Kyle Kuzma in 2021, Barcode has partnered with high-profile figures such as NBA player Victor Wembanyama and rapper Jadakiss, using customized beverages to build authenticity. These partnerships have enhanced brand presence without traditional celebrity endorsements. Initially launching in fitness-centric regions like Los Angeles and New York, Barcode plans to introduce Wembanyama and Jadakiss' flavors this year, expanding its portfolio to seven flavors. They are available on the Barcode website, Amazon and select retailers nationwide.
Buzz Energy From Better Buzz Coffee Roasters Also Comes In 12oz. Cans
Arizona-based Better Buzz Coffee Roasters, known for its artisanal coffee offerings, launched a new line of beverages. Buzz Energy drinks are available in both handcrafted mixed drinks and 12oz. ready-to-drink cans, contain 110 mg of caffeine per serving and might appeal to consumers seeking a caffeinated alternative to traditional coffee. The handcrafted options include innovative flavors like Bursting' Blue Raspberry and Prickly in Pink Mojito, while the ready-to-drink cans feature flavors such as Original, Berry Pomegranate, and Fruit Blast. Following positive feedback from their Phoenix location, where Burstin' Blue Raspberry emerged as a bestseller, Better Buzz aims to capitalize on this success by introducing more flavors and product extensions throughout the year.
New RTD Gut Health Supplement Gut Goodness Comes From The Boabad Tree
Gut Goodness, a new ready-to-drink prebiotic supplement derived from the Baobab Tree, is set to launch in Southern California and the Atlanta metro area this summer. Developed by Mo Harruna, a former athlete turned beverage branding expert, the drink capitalizes on the growing consumer interest in gut health and the microbiome. Harruna's formulation taps into the Baobab Tree's rich reservoir of antioxidants, polyphenols and nutrients, known for supporting digestive health and overall wellness. Marketed with a focus on natural ingredients and backed by nutritional benefits—such as high fiber content, vitamin C, antioxidants, and calcium—Gut Goodness aims to appeal to health-conscious consumers seeking holistic wellness solutions. It launches this summer in retail locations across Southern California and the Atlanta metro area.
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