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The never-ending stream of new functional beverages has made consumers expect more from their drinks, and coffee is no exception. Brands are working to meet consumers where they’re at by upgrading established routines rather than introducing new ones. 

Against that backdrop, 15-year-old Bulletproof – often regarded as a pioneer of the functional coffee space – is recentering around its roots in hopes of broadening its reach with mainstream consumers and retailers alike. 

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• The latest in 5-hour Energy’s legal woes
• Everything you need to know about the hearing surrounding Uncle Nearest
• Details on Refresco’s acquisition of SunOpta
• Inside the legacy confections company acquiring a next-gen drink innovator
• Retail moves including new stores and doors for a handful of beverage brands

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Food and beverage commercials have long stood as goalposts for comedic entertainment during the Big Game. Amid the sea of this year’s AI-related advertisements, beverage brands got some air time, including Coke, Poppi, Pepsi, Liquid Death, Red Bull, Olipop and Liquid I.V. 

Who should walk away with the title of best $8 million ad-spend? We will reveal your top picks later this week.

📣 Send us your vote here

The Super Bowl might be over, but not before Lifeway Foods tapped into American sports’ biggest night with a marketing campaign centered on Chicago Bears players Colston Loveland and D’Andre Swift. 

Read the full analysis with Insider access

Former Walmart executive Greg Foran was named CEO of The Kroger Co. and joined its board of directors. 

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Here’s a look at leading headlines from around the beverage industry. Go beyond the headlines with Insiders access.

1. Willie’s Remedy+ Lands $15 Million to Drive Retail Growth
2. Coca-Cola to Restructure BodyArmor, Coffee, Spirits Teams
3. Barron Trump Gets In the Beverage Business
4. DISCUS: RTDs Hit $3.8B as Spirits Sales Decline 2.2% in 2025
5. The Zero-Proof Playbook: The Future Of Non-Alc Hospitality

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