Functional beverages are rapidly evolving, driven by consumer demand for health, convenience, and clean-label ingredients. These drinks go beyond basic hydration, offering targeted benefits such as energy, immunity, gut health, and cognitive support.
Key trends include the rise of adaptogenic ingredients like ashwagandha and reishi, which help the body manage stress, and nootropics such as L-theanine and lion’s mane for mental clarity and focus.
Probiotic and prebiotic beverages are gaining traction, as gut health becomes a central wellness concern. Plant-based and low-sugar formulations are also in demand, aligning with broader dietary shifts. Functional waters - infused with electrolytes, vitamins, or botanicals - are popular for their clean taste and perceived health benefits.
But outside of these core areas, other beverage brands are pushing the boundaries of new functional areas as consumers look to meet more niche wellness goals.
Here’s some of the latest NPD in the category.
Miracle: Sea buckthorn drink
Miracle, the wellness drink brand powered by sea buckthorn, has introduced six new SKUs now manufactured in the US.
The launch includes three adult formulations - Energize, Perform, and Hydrate - alongside three kid-friendly flavors.
Each product is designed to deliver targeted functional benefits while balancing the berry’s naturally tart profile with a smoother flavor blend.
Sea buckthorn is recognized as a superfruit, offering 10 times more vitamin C than oranges and containing 190 bioactive compounds. It’s the only plant source rich in Omega 7, which may support cellular repair, skin health, and metabolic function. Each 10oz bottle of Miracle delivers 266mg of vitamin C, 3.94mg of vitamin E, and up to 430 IUs of vitamin A, with no added sugar.
The brand has also transitioned to glass packaging and transitioned to 100% American manufacturing.
The brand is certified USDA Organic, non-GMO, gluten free, and vegan.
Odyssey Functional Energy
US functional beverage brand Odyssey is launching three new flavors: Tropical, Cola and Pink Lemonade.
The clean energy drink is powered by Organic Lion’s Mane, Cordyceps, and plant-based caffeine. Designed for wellness-minded consumers, Odyssey promises sustained energy, cognitive support, and mood benefits without the crashes associated with traditional energy drinks.
Odyssey offers 85mg and 222mg caffeine lines across ten flavors, including Pineapple Mango, Blue Raspberry, Strawberry Watermelon, Dragon Fruit Lemonade, Blackberry Lemonade, Passion Fruit Orange Guava, and Mandarin Orange.
Since its 2022 launch, the brand has grown into 8,500+ retail locations nationwide, including Kroger, Albertsons, H-E-B, Wegmans, Meijer, Erewhon, and more.
“Our goal has always been to redefine what energy feels like,” said Scott Frohman, CEO and Founder of Odyssey Functional Energy. “We’re delivering functional benefits without the crash and giving consumers a simple, better-for-you alternative that meets the demands of modern lifestyles. Odyssey is ready to lead the next generation of energy drinks.”
Odyssey’s proprietary ingredient stack combines Organic Lion’s Mane, Cordyceps, Green Tea Caffeine, Panax Ginseng, and L-Theanine to deliver focus, endurance, and sustained energy. All products are crafted with real fruit juice, no added sugar, and are Non-GMO, Vegan, Gluten-Free, and Kosher.
Odyssey is free from HFCS, aspartame, sucralose, taurine, and synthetic preservatives.
Trip: Magnesium + Electrolyte Powder
Trip, the UK’s calm drinks and supplements brand, is expanding into the functional hydration category with the launch of Magnesium + Electrolyte Powder.
Launching this month in Boots, Amazon and drink-trip.com, the Peach Yuzu blend combines natural electrolytes from Himalayan pink salt and coconut water extract with magnesium, Vitamin D and Ashwagandha in a clean, sugar-free formula.
Each pouch includes 20 single-serve sachets and comes with a free 3-month Calm Premium subscription (worth £40), extending Trip’s partnership with the leading mental wellbeing app.
“We’re always innovating to bring our community exceptional new ways to find calm in the everyday chaos,” said Olivia Ferdi, Trip Co-founder and CEO.
“This new Magnesium + Electrolyte Powder offers a convenient, functional format for today’s busy consumers, and it is uniquely delicious, and with authentically functional blends that Trip is known for.”
Goodrays: Focus
UK-based functional wellbeing brand Goodrays has unveiled Re:Focus, its first non-CBD beverage designed to support mental clarity and hydration.
The new drink blends lion’s mane mushroom, magnesium, and electrolytes to help reset the body and sharpen focus: tapping into growing consumer demand for mental wellness solutions.
Available in Zesty Lime & Kiwi and Wild Mixed Berry Mix, Re:Focus is low in calories, contains no added sugar or artificial ingredients, and delivers twice the amount of magnesium and lion’s mane found in similar drinks.
Each 330ml can includes 800mg of Goodrays’ fast-absorbing magnesium blend, 250mg of precision-extracted lion’s mane, and 530mg of a four-electrolyte mix to combat dehydration and cognitive fatigue.
Founder Eoin Keenan said, “We exist to help busy minds find calm and clarity, creating functional drinks that truly support mental wellbeing.”
Re:Focus marks a milestone for Goodrays, expanding its portfolio beyond CBD as its original range continues to grow 45% year-on-year. The new drink will be available in 4-packs for £7.50 via Goodrays’ website, Amazon, Waitrose, Morrisons, and other select retailers.
Plenish triple ginger shots
Plenish is expanding its functional wellness portfolio with the launch of Ultra Ginger, a triple-sourced ginger shot designed to support immune health.
The UK-based brand, known for its range of functional shots, introduces a formulation that combines cold-pressed, dehydrated, and extract forms of ginger: delivering 29g of pressed root ginger per bottle.
Each shot also contains 100% of the recommended daily intake of vitamin C and a source of zinc, offering a potent blend of natural ingredients aimed at boosting immunity.
Ultra Ginger comes in a 420ml multi-serve dosing bottle (RRP £6.95). The launch comes as the functional shots category is projected to grow from £42 million to £115 million by 2027, with Plenish continuing to lead in unit sales.
The brand positions Ultra Ginger as its most powerful shot yet, targeting habitual users seeking science-backed wellness solutions.
Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, said: “We’re uniquely positioned to continue to drive category growth through innovation, and responding to consumer demand for effective products which support the immune system. Plenish Ultra Ginger redefines the shot category by delivering more of the superfoods, active ingredients, vitamins and minerals.”
Jamu’s functional sodas
Premium UK soda brand Jamu has unveiled a full-scale rebrand, introducing a new format and trio of functional flavors that blend refreshment with wellness. The sparkling sodas now come in sleek 330ml cans and feature Raspberry & Hibiscus, Blood Orange & Peach, and Lemon & Basil. Each drink is crafted with real fruit, botanicals, and apple cider vinegar.
Jamu’s reformulated drinks offer a gut-friendly twist on traditional carbonates, delivering 6g of prebiotic plant fiber per can, along with vitamin C and zinc. With fewer than 20 calories, zero sugar, and no artificial sweeteners, colors or preservatives, the range is also 14-allergen free and suitable for vegans.
The brand’s transformation focuses on taste and functionality, aiming to appeal to health-conscious consumers seeking flavorful hydration. “We wanted to create sparkling drinks that would suit all occasions, from an afternoon pick-me-up to drinking socially with friends,” said Patrick Grant-Sturgis, co-founder of Jamu. “Jamu was born from a love of natural ingredients and a desire to create a product that not only offers healthier hydration, but also harnesses the power of plants to actively nourish.”
Funky Buddha: THC Social Tonics
Florida-based Funky Buddha is expanding beyond craft beer with the launch of THC Social Tonics, a new line of hemp-derived, alcohol-free beverages designed to enhance mood and social connection.
Available online and at Funky Buddha’s Oakland Park taproom from this month, the micro-dosed drinks blend Delta-9 THC and CBD for a functional, feel-good experience.
Two core offerings cater to different occasions: Mellow Buddha delivers a gentle lift with 5mg THC and 5mg CBD, while Funky Buddha offers a more elevated experience with 10mg of each. Both are gluten-free, contain just 35 calories per 12oz can, and come in three bold flavors (Blackberry Lemon, Blueberry Pomegranate, and Passion Fruit Lime) priced at $17.99 per four-pack.
Known for inventive brews like Maple Bacon Coffee Porter, Funky Buddha spent a year developing these new drinks, with more THC-infused innovations on the horizon. “People today are looking for drinks that are both fun and functional,” said co-founder Ryan Sentz. “It’s just the beginning of a new chapter of flavor and innovations for Funky Buddha.”
