This year’s State of the Industry report on energy drinks notes that with increased popularity and a wide variety of products, the U.S. energy drinks market continues to show its dominance.

Sports nutrition and lifestyle brand Bucked Up is expanding its energy drink lineup introducing LFG Burn, a performance energy drink modeled after the brand’s LFG Burn pre-workout. 

As physical fitness remains top of mind for those seeking healthier lifestyles, experts note that today’s consumers not only are turning to sports drinks to deliver on recovery, but also seek such drinks to help meet overall wellness goals.

GHOST has found itself well-positioned to deliver on functional energy drinks that meet the lifestyle needs of today’s consumers.

Athletic Brewing Co., Milford, Conn., has teamed up with Austin, Texas-based Super Coffee on the world’s first pre-workout brew. Called Suped Up, the new non-alcohol beer was inspired by the power of positive energy and the grind of endless grit, the company says. Brewed with high-quality coffee and spent brewer’s grains, Suped Up is a rich, extra dark brew that is full-bodied and contains 5 grams of protein.

CELSIUS, a brand of Celsius Holdings Inc., announced the release of Sparkling Lemon Lime. With just the right blend of tart and sweet, Lemon Lime combines the balance of citrusy sweet lemons and juicy, zesty limes, the company says.

As few subjects are more emotive than personal health, functional beverages are witnessing explosive growth, as more and more consumers look to drinks that support their well-being.

Keurig Dr Pepper Inc. (KDP), Burlington, Mass., and Frisco, Texas, and Nutrabolt announced a strategic partnership, including a definitive agreement for a long-term sales and distribution arrangement that leverages KDP’s go-to-market capabilities and a equity investment that enables KDP to participate in the value creation upside expected to be created through the strategic partnership, the company says.

Austin, Texas-based Nutrabolt, a global active health and wellness company, announced the addition of Chief Marketing Officer Robert Zajac, and Chief Growth Officer, Sabba Naserian to its executive team. Each highly accomplished leader takes a results-driven approach to innovation, and plays an integral role in pushing the company to its next phase of success, it says.

As consumers seek their personalized idea of functional and fortified solutions, a growing focus is being placed on balancing beauty with digestive support, as well as immunity with sports performance, experts note.