What's hitting the shelves? New product launches

By Rachel Arthur

- Last updated on GMT

LIFEWTR Immune support (right) joins LIFEWTR.
LIFEWTR Immune support (right) joins LIFEWTR.

Related tags Npd Innovation

Hard seltzers continue to spring onto shelves; but there's also innovation with 'mind-cooling drinks' and plant-powered energy drinks. We take a look at some of the new products hitting the shelves around the globe.

LIFEWTR Immune Support

lifewtr inset

PepsiCo's LIFEWTR bottled water has today released LIFEWTR Immune Support: a new water 'designed to hydrate and support immune function. 

Its debut marks the first product extention for the brand since it was launched in 2017. 

Immune Support contains 10% of the recommended daily value of Zinc to support immune function. A blue cap differentiates the bottle from the original LIFEWTR line.

The bottle's code-based label design comes from Zach Lieberman, an artist and educator in computer graphics and human-computer innovation.

Zach Harris, Vice President, Water Portfolio at PepsiCo Beverages North America, notes: "Research has shown that consumers are increasingly prioritizing beverages with functional ingredients that support health and wellness, particularly those that aid normal immune function."

White Claw Hard Seltzer Iced Tea


Hard seltzer superstar White Claw has launched White Claw Hard Seltzer Iced Tea in the US.

As with the original hard seltzer drink, the hard tea is crafted with the company’s BrewPure process and also uses sustainably sourced tea.

“White Claw Hard Seltzer Iced Tea offers consumers a different way to enjoy the same gluten-free, 100 calories and 5% ABV White Claw Hard Seltzer is beloved for,” ​said John Shea, Chief Marketing Officer, White Claw Hard Seltzer, North America. 

“With the better-for-you tea category growing at a rapid pace and White Claw Hard Seltzer's continued leadership in bringing innovation to the industry, the fusion of tea with the #1 hard seltzer is the perfect drink to satisfy tea lovers and hard seltzer drinkers alike. 

"Since its inception in 2016, White Claw has seen incredible growth, and we don't plan to stop anytime soon. Our consumers crave more flavor and more variety, and that's just what we're delivering with White Claw® Hard Seltzer Iced Tea. You combine the leader in hard seltzer with the ever-growing tea trend, and you've got a winner.”

White Claw Hard Seltzer Iced Tea comes in a 12-can variety pack of lemon, raspberry, mango and peach.

Pepsi Mango


Pepsi has launched a new flavor, Pepsi Mango, this week in the US. It is the first permanent flavor launch for the brand in five years.

The “bright citrus and rich caramel notes of an ice-cold Pepsi create the perfect cola base for the ripe, juicy flavors that make mango so irresistible.”

“Our consumers are always looking for new and exciting flavors, so we couldn’t be more excited to introduce them to Pepsi Mango. Our team has created a surprisingly perfect match with Pepsi Mango, combining the delicious taste of Pepsi cola with the flavor of a sweet, juicy mango,” ​said Todd Kaplan, Vice President of Marketing – Pepsi. 

“Mango is one of the most popular fruits in the world, and it serves as the perfect complement to Pepsi, creating an irresistible combination that our fans can enjoy everywhere throughout the year.”

The drink comes in regular and zero sugar varieties, and is available nationwide in grocery stores, mass retailers and convenience stores in 12oz 12 packs and 20oz bottles.

'Anti-energy drink'

slow cow

A new ‘mind-cooling’ drink – designed to help calm and focus the mind – is now available in the UK.

Originating from Canada, The Mind Cooler from Slow Cow is an ‘icy infusion that contains botanical extracts flavoured with dragon fruit and citrus to create the perfect blend of relaxation and calm, whilst keeping the mind clear and focused.’

“The “anti-energy” drink has seen huge success across Canada and Scandinavia and is now available to purchase in the UK, helping Brits to keep calm and carry on through life’s daily stresses,”​ says the brand.

“Dubbed as “calm in a can”, Slow Cow’s Mind Cooler drink helps aid a stress-free lifestyle and creates a natural relaxation, even improving moo-d! Although it can be enjoyed anytime, anywhere, it’s recommended to help calm the mind and reduce anxiety in situations when it’s needed most, such as before exams, during busy work periods, after physical activity and in the evening after a long day. 

“Offering a refreshing alternative to energy drinks, Slow Cow’s Mind Cooler is calorie-free and doesn’t contain caffeine, preservatives, sugar or taurine, meaning anyone can enjoy the drink as part of a healthy and balanced lifestyle. It’s also flavoured with pitaya (dragon fruit), giving it a fresh and juicy taste.”

The Mind Cooler contains six key botanical ingredients: L-theanine, chamomile, valerian, passiflora, linden and hops.

Topo Chico Hard Seltzer hits US shelves


Coca-Cola and Molson Coors are gearing up for the launch of Topo Chico Hard Seltzer next Monday (March 29) in select US markets.

The hard seltzer will initially be available in a four-flavor variety pack: with tangy lemon lime, tropical mango, strawberry guava and exotic pineapple. This will be followed by 24-ounce and 16-ounce single cans of select flavors in the coming months.

“We are excited to introduce US consumers to Topo Chico Hard Seltzer, a hard seltzer with approachable flavors with a unique twist and a crisp refreshing finish,”​ says Amber Smith, Molson Coors brand manager for Topo Chico Hard Seltzer.

“At 4.7% alcohol by volume, 2 grams of sugar and 100 calories, Topo Chico Hard Seltzer blends spiked pure-filtered sparking water, natural flavors, and added minerals for a crisp, refreshing finish.

Topo Chico Hard Seltzer will initially launch in nine states (Texas, Oklahoma, Colorado, California, New Mexico, Oregon, Arizona, Georgia, Florida) and seven key metro areas (Boston, Chicago, Northern New Jersey, New York City, Seattle/Vancouver, Wash., and Washington, D.C.), with a full national rollout following later this year.

Molson Coors Beverage Company will produce, distribute and market Topo Chico Hard Seltzer as part of a brand authorization agreement with The Coca-Cola Company, which acquired the Topo Chico brand in 2017. Coca-Cola introduced Topo Chico Hard Seltzer in Mexico and Brazil last year; as will as in select European markets this year.

Plant-powered energy drinks


Riff Coffee Company has launched a plant-powered, canned energy drink, which uses upcycled cascara as its source of caffeine.

Riff Energy+ Immunity is also carbon neutral and designed to reduce waste in the coffee industry.

“Each year, 70% of the juicy pulp which surrounds the coffee bean, otherwise known as Cascara, is thrown away and left to rot in landfills; generating methane gas equivalent to 14.5 million metric tons of CO2. Riff’s mission is to explore and celebrate 100% of the coffee plant’s agricultural value,”​ says the brand.

“Not only are we delivering consumers an immunity-boosting, clean label refreshment, we’re also making an impact in the coffee industry by creating economic viability for  small coffee farmers with a new source of income and minimizing waste left by unused remains of the coffee fruit.”

Riff’s new Energy+ Immunity SKUs contain the same caffeine level as a cup of coffee (120mg). Cases are sold by the dozen and are shelf stable for up to 365 days. Energy+ Immunity is part of 1% For the Planet - donating 1% of revenue to non-profits in coffee growing regions. 

The new Energy+ Immunity drinks retail for $29.99 for a 12-pack or $14.99 for a variety 6-pack and are available online and in select chain and independent stores on the US West Coast including New Seasons Markets, Chuck’s Produce, New Leaf Markets and more.

Elephant Gin

elephant gin

Elephant Gin – a UK brand which combines rare African botanicals with handcrafted premium gins and supports African elephant conservation – has launched a new Orange Cocoa edition this month.

We took our London Dry Gin and combined it with fresh, organic Spanish oranges and roasted cocoa beans to create a bright, zesty and velvety flavor profile,” ​explains the brand.

Handcrafted with the highest quality production standards, each batch of London Dry Gin is distilled using fourteen botanicals, including rare African ingredients, to create its distinctive flavour profile. Since the aroma, taste and texture of a fresh orange contains much more body than orange peel alone, Elephant Gin has gone the extra mile by vacuum distilling the whole orange to create an intensely aromatic distillate that adds an extra kick of freshness and complexity to their smooth London Dry Gin.

“To taste, the botanical and herbaceous notes of Elephant Gin give the Orange Cocoa edition its full-flavoured base; the organic orange and cocoa beans add a highly aromatic character and a rare freshness; the zesty and sweet citrusy notes of the orange also combine with the dry, velvety and chocolatey flavours of the cocoa bean to create a textured and bright gin that works well in a G&T and Dry Martini as well as carefully balanced cocktails.”

The 40% ABV gin has a RRP of £31 for a 500ml bottle.

Botanical Spritz


Rekorderlig has launched an extension to its hard cider core range with a Peach-Basil Botanical Spritz.

“With low sugar, only 110 calories and all natural flavors, Rekorderlig Peach-Basil Botanical Spritz appeals to health-conscious consumers and offers a sessionable beverage for year-round consumption,” ​says the brand. 

“Botanical Spritz adds sophistication and intrigue for consumers seeking different drink sensations and experiences. The peach and basil pairing creates the perfect balance of sweet and refreshing.

“Rekorderlig Peach-Basil Botanical Spritz can be enjoyed in the Perfect Serve poured over ice, paired with an ounce of gin for a classic Gin & Spritz, or mixed into more complex cocktails.”

Rekorderlig Peach-Basil Botanical Spritz is available in four-packs of cans (MSRP $10.99) and will hit shelves across the US (excluding California) this spring.

Pink Lemonade Hard Seltzer 


Ontario, Canada, brewery Bangarang has added a new flavor to its hard seltzer lineup with Pink Lemonade.

It’s been quite a year, so Bangarang Hard Seltzer is giving the people what they want by skipping Spring and going straight to Summer with the launch of its new Pink Lemonade flavor this month,” ​says the brand.

“Between March 7 – 30 last year hard seltzer sales exploded, topping $1bn compared to $1.5bn in all of 2019.

“Pink Lemonade joins the brand’s unique flavor lineup already consisting of Blue Raspberry, Lemon Lime and Mango. #BangarangPink delivers the nostalgia of the lemonade stand to all the adults in Ontario that still maintain a sense of adventure at heart. The seltzer contains only 2 grams of sugar and is 5% alcohol.”

Spindrift Spiked

spindrift spiked

Spindrift sparkling water has launched Spindrift Spiked: a new entry in the hard seltzer category.

The 4% ABV drink is made with a ‘superior, clean-tasting alcoholic base’ from cane sugar, squeezed fruit, and sparkling water: coming in at 82-95 calories per 12 fl oz can. It is available in four flavors: mango, lime, pineapple and lemon.

"When we entered the flavored sparkling water category, there were hundreds of brands, all made with 'natural flavors', clear liquids, and no real ingredients – leading to very few real options for consumers. In the hard seltzer category, we saw many of the same characteristics,"​ explained Bill Creelman, founder and CEO of Spindrift.

"Spindrift Spiked breaks the hard seltzer mold: we feature simple ingredients, prominently on the front panel. The liquid has color like the fruit, huge dimension of flavor, plus no added synthetics or fillers."

As a combined category, flavored and hard sparkling water are expected to reach $15bn in retail sales by the end of 2022, notes Spindrift.

Spindrift Spiked will first be available around mid-April in select US markets, which include Boston, Los Angeles and San Diego. 

Wonky fruit mixers


UK brand Dash is rolling out a range of new soda waters designed to ‘shake up the mixing category’.

As with Dash’s original line of sparkling waters, the new mixers contain no calories, sugar or sweeteners, and is flavoured with real wonky fruit that ‘would have otherwise gone to waste’.

The new line – available in Wonky Rhubarb & Fiery Ginger, Wonky Limes & Garden Mint, and Wonky Bitter Orange & Grapefruit – is designed to complement any spirit, both alcoholic and non-alcoholic.

The soda water will launch next month in 200m recyclable aluminium cans from the brand’s direct to consumer channel, as well as via Ocado, Amazon and Harrods.

Lipton Iced Tea

lipton iced tea

Lipton is introducing two new iced tea products in the US.

Lipton Herbal Teas “tap into some of the hottest flavor trends of 2021, with fruit infused teas that are naturally caffeine-free and available in Strawberry & Mint and Orange Blossom flavors.” 

The 12-pack varieties will be available at major retailers including Walmart, Target, Publix, Food Lion, Giant Eagle and Meijer starting this April for $5.99.

Meanwhile, Lipton 64oz bottles seek to cater for summer dinners and BBQs, available in Green Tea with Citrus, Diet Green Tea with Citrus, Georgia Style Iced Tea Peach (available in select regions), Southern Sweet Tea (available in select regions), Iced Sweet Tea and Iced Tea Peach.

The 64oz bottles are available at all major retailers from April for $2.29.

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