• 🆕 This Week’s New Sips
• 🌡️ Celsius Names New Leaders
• 🚛 IWSR Data Dump
• 🤾 BioSteel's RTD Protein Drink
• 📰 Our Weekend Reading List
• 👅 Coffee Mate Cheers On Tongues
• ❎ Don’t Go To Expo West.* Why Are ‘Leisure’ Drinks Growing?

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Today is Friday and you all know what that means…. It's new product gallery time! We’ve rounded up the hottest new products and packaged them up into a neat array. Here’s a sneak peek at what’s inside:

💧 Energy drink maker G Fuel has entered the powdered hydration space with the launch of Hydration + Focus. Available in four flavors – Lemon Limelight, Orange Oasis, Peach Paradise and Strawberry Splash – the new offering is concocted with five essential electrolytes and Cognizin.

🐐 G.O.A.T. Fuel, the sports energy drink brand co-founded by Pro Football Hall of Famer Jerry Rice, has released a limited edition can featuring Rice’s image and signature. 

🍨 A&W has taken inspiration from a nostalgic treat for its latest soda flavor, Ice Cream Sundae. The new offering will be available in 12-packs of 12 oz. cans beginning in August. 

🆓 Check out the full gallery on BevNET.

Celsius is bolstering its distribution team with a pair of key promotions from within. 

• Tyler Bohannon, current SVP of North America Sales, is moving up to EVP, where the former PepsiCo exec will be tasked with managing the energy drink brand’s DSD partners, field sales and regional key accounts in the U.S.  
• Lex Shankle will move from EVP of North America key accounts to EVP of Global Sales to lead Celsius’ expansion across EMEA and APAC regions, specifically U.K., Ireland, France, Australia, and New Zealand.
• Both will continue to report to Celsius Chief Commercial Officer Tony Guilfoyle.

Many consumers may have failed to meet their Dry January goals this year (hmm…stressed much?) but adult non-alc (ANA) is still expected to grow double-digits (18%) in the U.S. over the next four years, according to drinks data firm IWSR. 

💸 The market is projected to hit $5 billion by 2028, with non-alc beer as the driver, but the fastest growth rates stem from emerging no-alc RTDs and alcohol adjacent products. 

📊 As we’re already seeing in some cases, ANA categories will outperform their full-strength counterparts across all segments. 

🚙 Who is driving the category? Millennials hold the largest share of no-alc drinkers by age cohort. They are also the age group that is trialing through different subcategories the most. 

• Boomers, on the other hand, expect lower prices which conflicts with the higher production costs of most of these products.

Catch Up: How Committed Were Consumers to Dry January?

A longtime protein powder producer, BioSteel is now making a move for the ready-to-drink set with a new BioStreel Protein Shake, set to launch in Canadian Costco stores this year.

💪 The shakes contain 30 grams of protein and 130 calories in each serving, Stack3D reported yesterday and are sweetened with stevia and monk fruit.

💡 This marks one of the most significant new innovations for the sports nutrition brand since it was sold to Canadian portfolio company Coachwood Group in a 2023 court-supervised deal.

🏭 Last year, BioSteek struck a three-year manufacturing deal with fellow Canadian brand Flow Beverage Corp., valued at around $19.3 million in revenue for its RTD sports drink line.

Go Deeper: BioSteel, Flow Agree To Manufacturing Deal

Superbowl ads are running at about $8 billion for a 30 second spot this year.... and the people over at Coffee Mate decided to tap musical icon Shania Twain to kick off a cold foam “Party In Your Mouth” campaign for the Big Game.  

They went with the slogan “Let’s Go Tongues,” and left us sincerely wishing we were making this up. 

✂️ Reuters details why, amid a continued heightened grocery price environment, big CPG food and beverage conglomerates are trimming expectations for their edible portfolios. In some cases, those tentative outlooks are pushing manufacturers to shift focus away from food and beverage, toward higher-growth categories like beauty and wellness. 

👤 Food and agriculture have become key pieces of President Trump’s agenda. This week, The Guardian laid out the key figures that will shape food policy under the new administration ranging from former Big Food lobbyist (now Trump’s chief of staff) Susie Wiles to Federal Communications Commission (FCC) chair Brendan Carr’s involvement with Elon Musk down at the farm level.

🍊 Orange juice consumption is at an all time low and while other polarizing products like butter and cottage cheese have brushed off relics of “old-school diet culture,” the squeezed citrus is still waiting on its comeback. Bloomberg dove into the trials and tribulations of this beverage subset and how emerging supply chain complications are making a return to relevance even less likely. 

Someone has to say it: Expo West isn’t for everyone. One host makes a case on why some folks should skip the Super Bowl of CPG… while three others try to prove them wrong. We also sit down with Trevor Burns of Leisure Hydration, an emerging brand of electrolyte drinks making waves in SoCal.

Listen to the episode now. Also available on Spotify and Apple Podcasts