With the continued blurring of lines in the functional beverage space, experts highlight how the energy drink category can rise above the clouds by expanding on wellness attributes, variety and accessibility.

PHOCUS is expanding its partnership with The Vitamin Shoppe through an exclusive release of a new pineapple flavor in stores and on vitaminshoppe.com.

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.

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.

VivaStix, a new health-science nutrition and wellness company, announced the launch of its newest product: VivaStix Instant Energy + Electrolytes.

SkinTē announced the expansion of its wellness lineup with the launch of two new energy flavors, adding to its line of hydrating sodas.

Stewart’s Enterprise Holdings Inc. announced the launch of Bounce Back post-social functional beverages. Developed and produced by biochemist co-founders Dhruv Trivedi and Vandana Vijay, Bounce Back is a post-social functional drink specifically designed to be consumed before one goes to sleep in order to replenish the nutrients depleted after a night on the town socializing, the company says.

In time for warmer weather, CELSIUS Energy Drink, a brand of Celsius Holdings Inc., released its newest flavor: CELSIUS Sparkling Strawberry Lemonade. 

ZOA has expanded is healthy energy drink portfolio with a pre-workout supplement: ZOA+. Launching exclusively with GNC, ZOA+ reimagines the traditional powder-based pre-workout options with its zero sugar, 12-ounce ready-to-drink supplement packed with 200 mg of natural caffeine, while maintaining a fruit-forward flavor profile, the company says.

Perrier, a brand of Nestlé SA, Vevey, Switzerland, expanded into the carbonated energy beverage market with its latest release: Perrier Energize. The effervescent mineral water from France sources its caffeine from organic green coffee and yerba mate extracts. Perrier Energize is available in three varieties — Pomegranate, Grapefruit and Tangerine — while delivering approximately the same amount of caffeine as an 8-ounce cup of coffee.