Consumers’ interest in wellness has seen sports and protein drink brands evolving beyond athlete-focused and embrace the concept of supporting everyday wellness.

Glanbia Nutritionals, Chicago, introduced OptiATP, a new optimized form of Adenosine 5-Triphosphate that is stable in low pH/high acid and high heat ready-to-drink beverage processing environments.

Uncle Matt’s Organic announced the launch of its Ultimate Athlete Pre-Workout Shot, aimed to boost athletic performance, hydrate and reduce oxidative stress.

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.

Celsius Holding Inc. announced the launch of a new collection: CELSIUS ESSENTIALS.

Experts note that convenience, drinkability and protein content are key drivers of the performance beverage market.

Electrolit, a brand of Electrolit USA, Cerritos, Calif., is bringing the flavors of summer to market with the addition of Pineapple to its lineup. Subtly blending natural pineapple flavors with the brand’s signature electrolyte formula, the new flavor will be available exclusively at Circle K, it says.

Loyalty from energy drink consumers have helped this market thrive, but efforts to appeal to the fitness lifestyle community and gamers is giving the category an opportunity to expand.

BODYARMOR Sports Nutrition announced the launch of its first-ever rapid rehydration beverage: BODYARMOR Flash I.V.

This year’s State of the Industry report on sports and protein drinks notes the impact functionality has had on the categories as well as the impact of inflation.