Veteran and firefighter owned coffee company, Fire Department Coffee, Rockford, Ill., unveiled its new extra strength coffee with two times the caffeine. The highly caffeinated dark roast coffee, Stipe Miocic Extra Strength Coffee, contains 333 mg of caffeine — more than double the caffeine of a regular 8-ounce cup, the company says. The new coffee is named after five-time mixed martial arts heavyweight champion and firefighter Stipe Miocic.

Gatorade, a brand of PepsiCo, has announced the launch of its first caffeinated beverage designed to also deliver hydration: BOLT24 ENERGIZE. The beverage contains 50-75mg of caffeine in each bottle, depending on the flavor, and will hit store shelves early this year.

Pittsburgh-based GNC Holdings Inc. announced the launch of MAD PONY ENERGY, available exclusively at the retailer and on GNC.com. Featuring nature-based extract NeuroFactor and 200 mg of caffeine, the new beverage is available in Cherry Berry, Orange Mango and Watermelon.

In its first major brand launch in over a decade, The Coca-Cola Co. announced the release of AHA, a new flavored sparkling water that offers a little caffeine boost that will be released in early 2020, the company says.

Oikos, a brand of Dannon Co., launched a new line of protein-packaged, caffeinated dairy beverages: Oikos Pro Fuel.

UPTIME Energy released a new line extension of its self-titled energy drink in two flavors: White Peach Lemonade and Blood Orange. 

Sparkling Ice, a brand of Preston, Wash.-based Talking Rain Beverage Co., launched its first line of caffeinated products, Sparkling Ice +Caffeine, at the 2018 National Association of Convenience Stores Show (NACS), Oct. 8-10 in Las Vegas. Featured in the Cool New Products Showcase, Sparkling Ice +Caffeine is the newest product line to be added to the brand's portfolio.

Celsius Holdings Inc. introduced CELSIUS HEAT Apple Jack’d and Celsius Heat Orangesicle. 

When it comes to beverage fortification, beverage-makers have embarked on their own quest to provide consumers with functional cognitive performance and energy, and ingredient suppliers are ensuring brand owners have more options that will support these dual benefits.

Mountain Dew, a brand of PepsiCo Inc., introduced Mtn Dew Ice.