Phoenix-based Shamrock Farms announced it has partnered with professional basketball player DeAndre Ayton, who was the No. 1 overall draft pick out of the University of Arizona, the company says. Ayton will represent the company’s Rockin’ brand of protein-milk beverages and be featured in Shamrock advertising, social media and public relation campaigns.

The snowy season is officially underway and the readers of Beverage Industry have shown their continued appreciation for functional beverages. In the Readers’ Choice: New Product of the Month poll for October, the readers selected Boom Boom Energy Drink as their favorite new product.

HALO Sport launched its self-titled super-premium hydration beverage in two flavors: Organic Lemon and Pink Grapefruit. 

Tempire Group, manufactured under a license from Argo Food & Beverage International, introduced its new beverage, Boom Boom Energy Drink. 

PepsiCo Inc., Purchase, N.Y., announced the launch of its Nutrition Greenhouse accelerator program in North America, an innovation initiative designed to discover and support emerging brands in the food and beverage sector. The North American program follows the launch of PepsiCo's Nutrition Greenhouse in Europe, now in its second year.

In Beverage Industry’s New Product Outlook survey published in the January issue, the Top 3 latest trends that respondents listed were natural, healthy and organic, aligning with the clean-label trends permeating the market. However, the No. 4 latest trend was energy boosting, suggesting that a merging of these trends could likely occur.

New York-based Harney & Sons is introducing its new AthleTea line of specialty tea for athletes. Each AthleTea flavor is specifically blended with the active body in mind, the company says. 

Haider Corp., doing business as Tweaker Energy Drink Co., introduced Tweaker Energy Drink, the newest product joining its energy portfolio.