News
Apr 10, 2026
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3 min read
Diplo’s Run Club is back with a bigger national footprint, adding new cities while bringing back several of its strongest returning markets.
Apr 9, 2026
2 min read
The lawsuit that challenged David Protein’s nutrition labels is over, for now.
AGAPE is trying to build an energy drink brand around faith identity first, not just flavor or caffeine.
BUM Energy is adding one of the biggest mainstream retail names to its expansion push.
Khloud is moving beyond popcorn and into chips, giving Khloé Kardashian’s snack brand its first real cross-category expansion.
Lucky Energy is tapping into frozen-drink nostalgia while also changing its package format for the first time.
Instant Hydration is chasing nostalgia with a licensed ICEE collaboration that moves hydration powder into convenience-store flavor territory.
Liquid I.V. leaned into the internet’s obsession with pickle juice and turned a prank into a real limited-edition launch.
Barebells is bringing one of its seasonal European-style flavors to the U.S., and it is doing it with an exclusive retail setup.
Most functional drink brands are still trying to keep you wired. Blue Bear is trying to own the opposite side of the day.
Bucked Up is expanding beyond traditional energy with two new canned lines built for different use cases.
Apr 1, 2026
RYSE is getting ready to make a splash in the protein RTD game.
GymNation is trying to turn post-workout recovery into a social experience with one of the strangest fitness concepts of the year.
Gorilla Mind and YoungLA are blending energy-drink utility with coffee-shop positioning in latest collab.
Prime is pushing deeper into performance nutrition with a protein shake that adds shelf-stable creatine.
Joey Swoll-backed Taste Flavor Co. is turning social momentum into a much bigger retail opportunity.
Perfect Bar is pairing higher protein with digestive wellness in a refrigerated format.
Protein soda is moving past novelty status and into a real national retail footprint.
Joseph Baena didn’t just make his bodybuilding debut, he left with three wins and one runner-up finish.
Chee Hoo is taking protein into the freezer aisle with a tropical format that feels much more like a treat than a supplement.
Create is turning creatine into more of a daily ritual product, not just a gym supplement.
Mar 26, 2026
Freaks of Nature is trying to merge hydration and beauty-from-within into one product, and it is giving the category a much more specific skin-first story in the process.
Costco is not trying to out-innovate the energy drink market. It is trying to underprice it.
Bum Energy is taking the energy category into a new format with a launch that looks built for convenience, discretion, and impulse trial.
Shark is packaging personal cooling like consumer tech, not just a summer accessory.
