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One of the biggest names in energy is jumping back into protein – but does it get to win this time? 

As usual, Monster Energy was one of the biggest names (and booths) at this year’s NACS trade show this week. And amidst the slew of innovation – everything from Dubai Chocolate (Java Monster) to Classic Tea (Rehab) – the most intriguing was a new Protein Energy line set to launch in March 2027. 

Monster fans might feel some deja vu: the brand has tried this trick before with Muscle Monster back in the 2010s. But in today’s protein-obsessed market, the energy drink giant will be entering a space already fraught with competition, ranging from caffeine-boosted protein milkshakes to the onslaught of sparkling clear protein bevs.

Read the full story on BevNET

🍸 NKD Distillery is heeding the call for more functional ANA alternatives with its first ready-to-drink (RTD) line infused with kanna. Read more.

💧 Glaceau Smartwater is getting fizzy once again. The Coca-Cola Company’s premium water brand is launching a sparkling water line with a new take on the format. Learn more.

🥤 The Coca-Cola Company is putting some of its biggest brands to work in the rapidly growing functional soda category, testing prebiotic versions of Coca-Cola Zero Sugar, Sprite Zero Sugar and Fresca. Check it out.

⚡ Celsius is introducing Celsius Energy+ Hydration, an electrolyte enhanced drink made with sodium, potassium and magnesium and 200mg of caffeine. Learn more.

💡 KDP’s innovation pipeline highlights dirty soda-aligned soft drinks, creamy additions to its energy portfolio, and updates to a couple of the beverage strategic’s legacy brands. Read more.

Stay tuned of all of this week’s new products later today on BevNET

Can Coke become the new… Poppi? 

The beverage giant is testing prebiotic versions of its stalwart brands, raising questions about where the functional soda market goes next — and what it means for Olipop. We also dig into whether mineral water is finally having its mainstream moment and examine the rise of dynamic grocery pricing and the new laws attempting to put guardrails around it.

Listen to the episode now.

Also available on Spotify and Apple Podcasts.