A report from Mintel notes that millennials are most heavily engaged with functional claims, but there is room for improvement among Gen Xers and Gen Z.

Dallas-based G.O.A.T. Fuel, a health-forward energy drink from Pro Football Hall of Famer and renowned NFL G.O.A.T.  Jerry Rice, announced that it is partnering with The Vitamin Shoppe, Secaucus, N.J., as the exclusive retailer of its new Pineapple Cream Soda and Black Cherry Ginger Ale flavors. 

West Babylon, N.Y.-based G FUEL Energy announced its collaboration with Warner Bros. Discovery Global Consumer Products to launch the Friday the 13th-inspired Hack 'N' Slash, now available for purchase at GFUEL.com.

Rockstar Energy Drink launched Proud Hasta Los Huesos (Proud to the Bones), a national campaign that invites consumers to participate in the Mexican holiday that takes place during the first two days of November each year. To kick-off the campaign, Rockstar Energy released a limited-edition collection of Día de los Muertos-themed cans designed by Mexican artist and illustrator Joaquín Nava.

Monster Energy unveiled the latest innovation to join its Rehab Monster line: Wild Berry Tea. 

Purchase, N.Y.-based PepsiCo and Microsoft’s Xbox, Redmond, Wash., have joined forces to reward fans for the sipping, snacking and gaming they already do.

Gopuff, Philadelphia, and Juvee, an energy drink created by Sam Keene and Matt “Nadeshot” Haag, founder of 100 Thieves, a premier gaming organization and lifestyle brand, announced the launch of their co-branded flavor, Peachy Mangopuff. 

As America’s youth consistently consume sugary drinks on any given day, PLEZi Nutrition launched with a goal of creating beverages with less sugar, less sweetness and more nutrients for kids’ to enjoy.

Monster Energy unveiled its latest addition to their signature Java Monster family: Café Latte. 

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