The Weekly Sip: Coca-Cola taps YouTube stars for BodyArmor collab | Evolution Fresh bursts into better-for-you soda
The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
BodyArmor launches the ‘Dude Perfect’ drink
Coca-Cola’s BodyArmor is partnering with YouTube group Dude Perfect to launch a new beverage.
Earlier this year, BodyArmor became Dude Perfect’s “Official sports drink,” but now the two sides are co-creating a new flavor and bottle. It’s the first time in BodyArmor’s history that the brand has co-created a product with one of its partners.
The new limited-edition offering, called Perfect Pop, is described as a nostalgic, refreshing flavor inspired by the classic cherry and berry ice pops popular with kids. It features real ingredients and flavors found in other BodyArmor drinks.
BodyArmor said the five Dude Perfect members helped test the flavor, create the label and develop the marketing strategy. Perfect Pop is available through the end of August in stores and online at select retailers.
“It was a no-brainer to collab with them on our new BODYARMOR Perfect Pop,” Tom Gargiulo, BodyArmor Sports Nutrition’s chief marketing officer, said in an email to Food Dive. “We couldn’t be more excited to reach new fans and consumers, and hydrate them with this limited time.”
Dude Perfect first gained notoriety for its basketball trick shots, but over time has grown into an online entertainment powerhouse with more than 60 million subscribers on YouTube. It received a $100 million-plus investment from a private equity firm in April, according to CNBC, with plans to open a retail store, streaming platform and possibly a theme park.
BodyArmor’s partnership, and now the beverage with Dude Perfect, opens up a huge audience for the hydration brand – most notably among younger consumers. The sports drink brand has been aggressively introducing new products during the last year to attract new consumers, including rapid rehydration and zero sugar.
—Christopher Doering
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Courtesy of Generous Brands
Evolution Fresh aims to evolve into a healthier soda brand
Evolution Fresh is entering soda with a better-for-you twist.
The cold-pressed juice maker’s new offering has the bold, sweet flavors consumers associate with soda but with healthier ingredients. Each soda, which comes in Orange Squeeze, Strawberry Vanilla, Lemon Lime, Tropical Mango and Berry Burst flavors, is made from organic, real squeezed fruit.
Evolution Fresh Real Fruit Soda has 5 grams of sugar and 45 calories or fewer per can. It claims to support digestive and immune health with the inclusion of probiotics, prebiotic fiber and antioxidant Vitamin C. The product is also USDA Organic, Non-GMO, Gluten Free, Vegan, and Kosher.
“What sets Evolution Fresh Real Fruit Soda apart from other functional soda brands is that we use organic, real squeezed fruit, and you can see, smell, and taste the difference,” Phil Kooy, chief revenue officer of Generous Brands, the parent company of Evolution Fresh. “We look forward to bringing additional innovation to the market as we continue to lead in meeting evolving consumer need states and in driving growth in the premium refrigerated beverage space.”
The 12-ounce cans of Evolution Fresh Real Fruit Soda are being sold nationally and are available in the produce department because they need to be refrigerated to maintain the taste and integrity of the product.
Soft drink sales in the U.S. this year are forecast at $110 billion, according to Statista, providing Evolution and similar brands with an opportunity to attract consumers who enjoy soda but are looking to improve what they eat and drink.
The healthy soda category has been largely dominated in recent years by upstarts such as Olipop and Poppi. They have thrived due to their low-calorie and sugar contents and the addition of functional ingredients like prebiotics and fiber that are in demand with consumers.
—Christopher Doering
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Courtesy of Fieldwork Brewing Co.
Fieldwork brews up a sober-curious storm
As more consumers report drinking less, breweries are expanding their product portfolios to meet the demand for zero-proof beer.
Fieldwork Brewing introduced five nonalcoholic beverages to capture different occasions when consumers might want a dry alternative.
Headliner NA IPA contains a “balanced bitterness” and notes of white grapefruit, passionfruit and pine needles. Day Money NA Grapefruit Blonde features a malt profile and light hoppiness, the brewer said. Hop Water, a hoppier alternative, also has tropical citrus flavors. Supertonics, a line of sparkling drinks infused with adaptogens, are sold in three flavors: Cucumber, Melon + Juniper and Passionfruit + Orange Bitters. And Encore NA Hazy IPA, which has not yet been released, will feature citrus and strata hops.
Fieldwork, based in Berkeley, California, debuted in 2015 with a variety of offerings from hazy IPAs to citrusy offerings.
Barry Braden, the brand’s co-founder and CEO, said in a press release the brand’s nonalcoholic offerings in its taprooms grew 140% in the second quarter of 2024 compared to the same period a year ago. This prompted it to create the new line of drinks.
“With these statistics, we know these new offerings will resonate with our existing customers and appeal to sober-curious consumers seeking more diverse options,” Braden said.
With breweries facing a far more crowded field than they did in the early 2010’s, companies are pivoting their innovation pipelines to capture some of the momentum from major brands like Athletic Brewing, which has helped spark a growing interest in nonalcoholic IPAs.
—Chris Casey
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