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• This Week’s New Products
• Alex Cooper’s Unwell Beverage Is Shutting Down
• ABA In 2026: A $1B Category With a Splitting Playbook
• Laird Superfood Sales Soar 244%
• People Moves: Pressed & Death Wish
• Taste Radio: Do Consumers Give An F About Functionality?

The Coca-Cola Company’s five years (and $5.6 billion bet) as BodyAmor’s parent hasn’t always been smooth sailing. 

But with hydration in demand, the sports drink brand is now neatly slotted into the company’s Advanced Hydration Unit. And Coke is optimistic that it’s ready to deliver a revival.

What Challenges Exactly? Coke has marked down its valuation of BodyArmor by more than 25% since 2021.

Now it’s picking back up… BodyArmor’s core aseptic line grew 4% in U.S. retail to over $1.4 billion, according to Circana, in the 52-week period ending April 19, 2026.

• Meanwhile, BodyArmor’s legacy stablemate, Powerade, is catching up to it at 5.9% growth to $1.3 billion. 

Sara Weaver, VP of marketing for BodyArmor, said the brand is now putting weight behind its BodyArmor FIT launch, a caffeinated sparkling sports drink line that looks to broaden the brand’s use occasions. 

What She Said: “We’re trying to answer what consumers are looking for. They're not necessarily always needing something with the extremes, and the ingredients that we have in here are really unique for the category.”

Innovation will also continue to be an important piece of BodyArmor’s strategy moving forward. 

• Weaver hinted that flavor extensions are in development, including “more LTOs with some new partners that we haven’t worked with before,” as well as expansions for multi-pack offerings as part of its omnichannel growth plan.

Read the full story and analysis on BevNET.

In this Nombase webinar presented by Can-One, Tom First, founder of Culture Pop, and Heather Wood, SVP of Marketing at Goodles, share how their brands turned better-for-you products into businesses built for sustainable growth. They discuss the decisions behind their formulations, packaging, channel strategies, consumer messaging, and paths to scale.

Check out the free replay here.

Poppi gets sour, 5-Hour gets spooky, Bulletproof gets moody and MALK gets 'whole.'

Check out all of this week's new products.

Unwell Beverages, the drinks business of celebrity podcaster Alex Cooper, is in the process of shutting down after Halloween. Read the story.

Adult Non-Alc (ANA) beverage sales passed $1.08 billion in U.S. off-premise in 2026, and the real number is likely higher when counting on-premise and alternative channel sales.

But more than halfway through 2026, that growth is slowing as the category matures, splitting into competing brand strategies, and drawing in different buyers from the industry's early assumptions. Read the story.

Laird Superfood is beginning to see the payoff from its push to build a broader platform, with acquisitions, retail expansion and early operating synergies driving a significant increase in scale. Read the story.

Pressed Juicery has appointed a new CMO and CSO as it extends deeper into retail. Death Wish Coffee adds former YumEarth Exec as CMO. Read the story.

Tired of chasing food, beverage, and beer reports across sites? The Nombase Data Hub, powered by BevNET, brings together consumer trends, category shifts, retail data, all in one searchable archive, powered by top research partners.

Insider-only access here.

Functionality is everywhere – but are consumers buying the benefit or seeing right through it? This week, we dig into the rise of protein- and fiber-enhanced snacks from Khloud, Doritos and Smartfood, the growing buzz around colostrum, and a troubling new study on avocado oil authenticity. Plus, we explore the enduring appeal of pickle flavor and Grillo’s winning collaboration strategy.

Listen to the episode now.

Also available on Spotify and Apple Podcasts.

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