With functional and hybrid beverage trends on the rise, beverage-makers are innovating and adding to their portfolios to capture a broader customer base.

Fitness influencer Anna Victoria announced the launch of her new Plant Based Protein powder: Vitalura Labs.

More consumers are engaging in the active nutrition community, offering more opportunities for protein fortification. Suppliers are developing animal- and plant-based protein solutions to meet this growing demand. 

Optimum Nutrition (ON), a brand of Glanbia Performance Nutrition, announced the launch of its new Gold Standard Protein Shake.

Chike Nutrition announced the launch of its new seasonal flavor: Chike Pumpkin Spice Protein Iced Coffee. 

Premier Protein, a brand of Post Holdings Inc., announced its bringing back its Pumpkin Spice protein shake this year with more spice. 

Rockin’ Protein, a brand of Phoenix -based Shamrock Farms, announced that pro football tight end Mark Andrews is the brand’s newest athlete influencer. Kicking off the partnership with a campaign titled The Beat Mandrews Challenge, fans will enjoy a look at how one of the most dominant players in football trains and fuels with the help of his favorite ready-to-drink protein beverage, it says.

This year’s State of the Industry report on sports and protein drinks notes that the category has adapted to the market alongside functional and hybrid beverages.

Nestlé’s BOOST teamed up with Cinnabon to introduce its new protein drink: BOOST High Protein Cinnabon Bakery Inspired flavored Nutritional Drink.

Muscle Milk announced its first cause-based initiative, the Lifting Project to help make fitness more accessible to individuals in underserved communities. With the launch of the Lifting Project, Muscle Milk also is announcing the next iteration of its consumer engagement campaign Own Your Strength.