Although on-the-go lifestyles are prompting interest in beverages with an energy and cognitive focus, experts highlight that purity and effectiveness are leading new product development.

Health and wellness brand VUUM announced the official launch of its carbonated plant-protein drinks.

With consumers’ ever-changing energy drink needs and wants, Nutrabolt and its C4 brand have resonated with shoppers thanks to its diverse portfolio. To build upon this, the company is embracing its nimble, innovative mindset for its Active Nutrition business.

A report from Mintel notes that millennials are most heavily engaged with functional claims, but there is room for improvement among Gen Xers and Gen Z.

Dallas-based G.O.A.T. Fuel, a health-forward energy drink from Pro Football Hall of Famer and renowned NFL G.O.A.T.  Jerry Rice, announced that it is partnering with The Vitamin Shoppe, Secaucus, N.J., as the exclusive retailer of its new Pineapple Cream Soda and Black Cherry Ginger Ale flavors. 

Experts suspect that the future is bright for both the energy drink and sparkling water market, Phocus is looking to be the go-to solution for consumers seeking both.

Gopuff, Philadelphia, and Juvee, an energy drink created by Sam Keene and Matt “Nadeshot” Haag, founder of 100 Thieves, a premier gaming organization and lifestyle brand, announced the launch of their co-branded flavor, Peachy Mangopuff. 

Austin, Texas-based Nutrabolt, owner of the C4 brand, and the WWE announced an expansion to its multi-year partnership with the launch of its first-ever co-branded product collaboration: WWE-inspired flavors of C4 Ultimate Pre-Workout Powder and C4 Ultimate Energy Drink. The products will be available exclusively at GNC ahead of WWE SummerSlam in Detroit on Aug. 5.

Louisville, K.Y.-based Alani Nu, a “better-for-you” health and wellness brand founded by entrepreneur and influencer Katy Hearn, announced its partnership with entrepreneur and celebrity Kim Kardashian. The collaboration, Alani by Kim K, features an exclusive, limited-edition energy drink called "Kimade," which offers a refreshing twist on a classic flavor, Strawberry Lemonade.

kumquat Energy unveiled its new energy drink during the kickoff of the goldRush Rally Full Throttle GRXV.