Foster City, Calif.-based The FRS Co. announced a new marketing campaign featuring professional football quarterback Tim Tebow to promote FRS Healthy Performance drinks and related products.

Nth Degree Innovations Inc. launched a line of performance drinks with a low glycemic index.

Beverages have become more than just a source of refreshment. Consumers also are turning to beverages for functional benefits. Sports drinks as well as energy drinks and shots have become a source to provide a variety of functionalities.“There are quite a number of functional benefits that consumers are looking for with energy drinks and shots besides [an energy] boost,” says Garima Goel Lal, senior analyst at Mintel International, Chicago.