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• A deep dive into the changes NIL deals have brought to sports marketing
• Big soda sues town over soda tax
• Inside the bill threatening to kill the intoxicating hemp industry
• Good news and bad news about Boxed Water’s eco-claims
• People and product move news from around the industry

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At Givaudan, we empower brands to develop with consumer understanding and innovation in mind. As the energy market evolves, consumers seek bold flavors and functionality. Let’s go Beyond the Boost to target the right consumers with the flavors and benefits they crave. Learn more

With brands fighting an all-out war for consumers’ attention, authenticity has become a non-negotiable in marketing. 

That, we suspect, is a big reason why name, image and likeness (NIL) deals have become such a potential game-changer for young and hungry beverage brands: it’s a chance to connect with a new generation of young influencers as their reach is still rising, before the inevitable commercialization machine of modern pro sports goes to work on them.

In other words, it’s a big bet on authenticity, and one that’s increasingly attracting young and hungry beverage brands like Loom.

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NielsenIQ (NIQ) joined forces with nutrition intelligence platform FoodHealth Co. to integrate their respective datasets. That data partnership enables brands to spot and craft pitches around their products’ incrementality and the gaps it could fill in a retailer’s set on the basis of price, health and how those two factors affect consumer purchasing habits. 

Insiders can access the full story for a complete understanding of the new integration.

Remedy Organics now offers 20g protein in top shakes—meeting demand for balanced nutrition without sacrificing taste or other wellness goals. Learn more

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How will the distributor’s exit from California impact independent spirits and ready-to-drink (RTD) brands? We talked to several experts and brands to see how they’re navigating.

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