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23 Apr 25 News & Analysis for the Beverage Industry SPECIAL EDITION Special edition: Functional and fortified beverages Rich with innovation, the functional beverage category is full of exciting developments and new ideas. But which ones really tap into consumer trends and meet their needs? We take a look at some of the hottest trends within the functional beverage category. SPONSORED MESSAGE Striking a sweet balance in beverages As the demand for sugar reduction intensifies, brands are being pressured to rethink their sweetener strategies. Cargill experts offer insights into the forces behind the trends, as well as ways to successfully balance health and taste.... Click here Five top trends in functional beverages What’s catching the attention of today’s health-savvy consumers?..Read more New beverage launches: Functional & fortified beverages Energy drinks, hydration options, gut health soda and more.....Read more How to build a beverage brand: Celsius Better-for-you energy drink Celsius is a premium lifestyle brand that’s continuing to gather serious momentum across the US and beyond. How has the brand transformed itself from a niche product to mass market success?..Read more From Danone to Müller: Why kefir is a big pull for big brands From an obscure ethnic beverage to a global dairy megatrend, kefir is attracting big-brand interest and a growing consumer base..Read more Podcasts, pop culture and hydration power: Alex Cooper’s Unwell Hydration Enhanced electrolyte beverage Unwell Hydration was launched this year by top female podcaster Alex Cooper. The brand illustrates how hydration is going beyond the sports field and into a new world of celebrities, social media and - most importantly - everyday women warriors..Read more Super juice success taking functional beverages to new heights Sales of super juices are booming as functional drinks dominate the beverage market..Read more How can energy drinks appeal to women? Bold masculine cues and bright garish colors just won’t work for most women.....Read more Does gut health soda have global potential? Functional soda is big news in the US: especially with Coca-Cola and PepsiCo making moves in prebiotic drinks. But what potential is there for the market globally?..Read more Why functional is the future of alcohol-free Exploring a whole new world of ingredients shows the potential of the alcohol-free category..Read more The wonderful world of adaptogens for beverages What are adaptogens; why are they trending in better-for-you drinks; and how are brands using them to their advantage?..Read more Related Products & Suppliers SPONSORED MESSAGE The crème de la crème of mouthfeel science Imagine a clean-label yoghurt that’s full of premium, indulgent creaminess – but with no gelatine. Well we’ve made it. We know exactly how to get rid of tricky ingredients without sacrificing taste or texture – and we’re sharing the secret... Click here SPONSORED MESSAGE 30 Years of Trusted Ingredient Solutions Formulate and fortify your beverage products with our reliable global ingredient supply and Premix Solutions. All backed by a reputation of 30 Years for Trust, Service, and Market Intelligence... Click here SPONSORED MESSAGE Striking a sweet balance in beverages As the demand for sugar reduction intensifies, brands are being pressured to rethink their sweetener strategies. Cargill experts offer insights into the forces behind the trends, as well as ways to successfully balance health and taste.... Click here "Free Newsletters for Food, Beverage & Nutrition Choose from more than 20 industry newsletters" Sign Up To continue to recieve this newsletter in your inbox, please whitelist our newsletters. Unsubscribe | Privacy Policy | Contact the Editor | Advertise with us © William Reed Ltd 2024. All rights reserved. Registered Office: Broadfield Park, Crawley RH11 9RT Registered in England No. 2883992. VAT No. 644 3073 52. www.william-reed.com