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The war on ultra-processed food has arrived at beverages’ front door. 

Hyperbolic, a bit? Apologies – I think I’ve been watching too many clips from Davos this week. It might not be a ‘war’ per se, but Americans are consuming more processed foods than ever. The FDA (and in that sense, MAHA itself) has the category firmly in its sights, and anti-UPF advocates now have perhaps their most potent weapon yet: a label. 

The power of third-party certifications to actually influence CPG shopping habits is debatable, yet the arrival of Non-UPF Verified, backed by Non-GMO Project founder and CEO Megan Westgate, feels particularly timely. The label opened up enrollment for CPG food and beverage brands this week, with a Massachusetts-based drink maker the first liquid slinger to confirm its participation.

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Honey’s beloved sweetness comes with an added benefit: Mother Nature’s approval. This gives NA beverages the sweetness consumers crave from a source they trust. Learn more

This week, we sipped on HOP WTR’s limited edition double-hopped collaboration with Stone Brewing Company before washing it down with Gorgie’s new clear protein energy drink. 

📝 Check out all of our tasting notes here

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• A full look at how the war on ultraprocessed foods is seeping into beverage
• Data and details on the lasting effect of Dry January
• A breakdown of the growth in alcohol replacements and ‘adjacents’

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Chicago’s City Council excluded hemp beverages and CBD products this week from a new law outlawing hemp-derived THC for sale. 

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After a sluggish Christmas season, bev-alc showed some signs of stabilization in early January. 

Spirits and ready-to-drink (RTD) cocktails are driving modest momentum, but spirits-based RTDs continue to carry the category with Cutwater, Nutrl and the vodka-based teas showing gains. 

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You’ve sampled the headlines. Want the full story? BevNET & Nosh Insider allows you to dive deep into market shifts, brand strategies, competitive benchmarks, and more. It’s how the most successful food and beverage operators stay one step ahead.

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

1. Vertosa Faces Legal Challenge Over Hemp THC Production Process
2. Nowadays Eyes Category ‘Longevity’ With New Regulatory Hire
3. With GLP-1 & NA Innovations, Langers Juice Sees Functional Future
4. Stoli Group USA Moves to Liquidate Following Failed Bankruptcy Exit
5. Barbie’s Licensing ‘Moment’ Continues With Relaxation Beverage

This week on the podcast, Monica and Brad discuss Beyond Meat’s expansion beyond meat alternatives, Prime’s foray into protein shakes, DayDayCook’s exit from the U.S., and Chameleon Cold Brew’s future under new ownership.

Click here to listen to this week’s episode. Also available on Spotify and Apple Podcasts.

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