What's hitting the shelves? New beverage launches - from protein drinks to fruit juice

By Rachel Arthur

- Last updated on GMT

Suja Organic enters the RTD protein category. Pic: Suja
Suja Organic enters the RTD protein category. Pic: Suja

Related tags Tequila agave RTD alcohol Us canned cocktails Npd

From protein beverages to fruit juice, we take a look at some of the latest beverages launching around the globe.

Suja Organic launches RTD protein beverages

Suja Organic, the California cold-pressed beverage company, has launched Suja Organic Protein Shakes: a new line of elevated, RTD protein.

The shakes ‘combine powerhouse whole foods, functional ingredients, essential vitamins (Vit A, B, C, D and E), minerals (iron, calcium and potassium) and macro-nutrients for foundational nutrition’.

Each drink offers 16g of plant-based pea, rice and hemp protein; contain 200 calories; are blended with almond milk and coconut cream for rich smoothness; in addition to 3-4g of Acacia fiber.

The drinks come in three flavors: Vanilla Cinnamon, Chocolate and Coffee Bean.

“To further establish Suja Organic as a wellness platform with offerings that meet essential daily nutrition, we’re thrilled to introduce our new protein shakes,” said Bryan Riblett, Chief Innovation Officer at Suja Organic.

“Our customers already look to Suja Organic for their nutrition needs and these new protein blends have been meticulously crafted to include protein, vitamins, minerals and fiber for the perfect balance of function and nutrition. We’re looking forward to providing a product that is in line with our brand promise and stands out from the competition with 100% USDA-certified organic ingredients that are also vegan and free of GMOs.”

Suja Organic Protein Shakes will retail for $4.99 per 12oz bottle and are available nationwide in Target stores and online.

Beefeater 24

Beefeater24_low (002)

Pernod Ricard’s London Dry Gin brand Beefeater is launching a new ‘Beefeater 24’ pack: boasting an elevated design and improved sustainability credentials.

Beefeater 24 ‘celebrates the 24-hour energy of London, its heart and home, with a distinctive, striking new design to stand out in high-energy moments.’

The bottle has a 90% plastic reduction on the closure and black label, as well as 30% less aluminum and a 22% glass reduction, compared to the current 70cl bottle.

The ‘24’ pays homage to the 24 hour steeping of botanicals: a process used across the Beefeater range prior to distillation and a key contributor to its house style. Beefeater 24’s recipe also adds in three extra botanicals – Japanese Sencha, Chinese Green Tea and Grapefruit – to the nine core Beefeater botanicals.

Fury Akvavit


The owners behind Copenhagen bar Ruby have launched Mælkevejen Distillery – accompanied by debut product Fury Akvavit - in a bid to modernise and refresh the aquavit category.

Fury uses the traditional caraway base but adds tropical flavors pineapple, coconut, ginger, lime, fennel and lemongrass for spicy and herbaceous notes.

Partners Adeline and Ramus Shepherd-Lomborg opened Ruby in 2007. The new distillery has initially focused on creating an Akvavit that celebrates the traditional – but underused – Danish spirit.

Akvavit is a regulated spirit category and must be at least 37.5% ABV and can only be made from a base of dill or cumin.

Tropicana removes ‘AI’

tropicana sans AI

Tropicana has introduced its limited-edition packaging ‘Tropcn’, removing the letters ‘AI’ from the name to celebrate its natural ingredients and highlight the absence of artificial ingredients.

Searches for ‘What is AI’ increased 643% from 2022 to 2023, according to IRI data. Consumer intrigue – and concern – is high.

Tropicana released the limited-edition at CES, the biggest consumer electronics event, in Las Vegas last week.

"Our limited-edition run of 'Tropcn' orange juice bottles represents our ongoing commitment to delivering the highest quality 100% orange juice to Americans," said Monica McGurk, CEO of Tropicana Brands Group's North American business unit. "Since 1954, Tropicana has been at the forefront, innovating ways to bring fresh-tasting orange juice from natural oranges to breakfast tables nationwide. Artificial just isn't in our DNA."

Aqua Libra


UK soft drink company Britvic is broadening its infused water range, Aqua Libra, with a duo of plain still and sparkling water 330ml cans.

The cans have a RRP of £1.25 and can be found in vending and hospitality channels.

The water category is worth more than £1.9bn, according to Nielsen figures. Britvic has timed the Aqua Libra water launch for January, when consumers are particularly focused on healthier options, but also expects high demand in summer.

Brew Dr. Kombucha: Sipjoy

brew dr

Brew Dr. Kombucha has launched Sipjoy, a probiotic refresher, at Sprouts Farmers Market across the US.

Certified USDA organic and formulated with live kombucha culture, Sipjoy contains 5g organic cane sugar, gut-friendly probiotics and no artificial sweeteners. It is sweetened with can sugar, fruit juice and licorice root.

"We stayed true to Brew Dr.’s value of ‘no artificial nonsense’ and focused on high quality, organic ingredients," says CEO Dan Stangler at Brew Dr. Kombucha. "Sipjoy drinks like your favorite flavored sparkling water, plus the gut-friendly goodness of Brew Dr."

Sipjoy comes in four flavors: grapefruit, lime, orange and lemonade & tea.

High Noon

High Noon Vodka Seltzer Plum Can

US spirits brand High Noon is launching a new LTO this month.

The Limited Edition High Noon Snowbird Pack comes with two new flavors - plum and raspberry - along with fan favorites peach and lemon.

In a recent survey, the brand found that nearly 40% of people travel somewhere warmer during the winter months – with the new LTO pack designed ‘for those that aren’t able to make it to warmer temperatures or those looking to double down on their snowbird lifestyle this winter’.

The LTO is an 8 pack of 355ml cans, made with vodka and juice, and with 100 calories per can.

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