When Steaz launched its first beverage products back in late 2002, the brand of Doylestown, Pa.-based The Healthy Beverage Co. LLC was working to create a healthy beverage alternative.

Although sports and protein drink companies primarily market to athletes and active consumers, the category’s consumer base is shifting.

The 35th annual Natural Products Expo West tradeshow, which took place March 6-8 at the Anaheim Convention Center in Anaheim, Calif., boasted an attendance increase of 7.2 present, bringing together more 71,000 industry members, more than 2,700 exhibiting companies, and 634 first-time exhibitors.

Red Jacket Orchard combines two old favorites to make one new healthy beverage.

Honest Tea expands zero-calorie beverage offerings

Honest Tea, a wholly owned subsidiary of Atlanta-based The Coca-Cola Co., is expanding its zero-calorie beverage offerings this year with three new varieties: two unsweetened, caffeine-free herbal iced teas and a zero-calorie organic soda. All will be for sale in natural food stores and the natural food aisles of mainstream grocers starting in March. In addition to the new product launches, the company is following through on its commitment to convert all varieties of its Honest Fizz line to organic certification, a goal set since the zero-calorie sodas were first introduced in early 2013.

White Coffee Corp. released its single-serve organic coffees in a compostable BioCup. “Our goal is to be the leader in the coffee industry in minimizing its environmental footprint,” said Jonathan White, executive vice president of White Coffee Corp., in a statement.

When consumers shopped the aisles of different retail channels during the past couple of months as they prepared for the holidays, product assortments and even store environments probably started to seem the same after a while.

Natural Motives LLC launched an organic energy drink. EnerBee features natural, energy-enhancing ingredients including organic honey, bee pollen and royal jelly, the company says.

Square One Organic Spirits LLC launched Square One Bergamot, which is an unfiltered spirit featuring bergamot citrus, mandarin orange, navel orange, tangerine orange, ginger, coriander and juniper flavors.