The shift from sports nutrition to active nutrition creates unique challenges and opportunities for brands, as they navigate the evolving consumer demands which have increased both risk and reward factors.
Two South Australian firms, functional beverage company Utonic and beauty firm Vani-T, are set to retail what they believe is the world’s first collagen kombucha nationwide in February 2021, following its online soft launch in September.
Premium ‘boosters’ and functional add-ons have found a place in smoothie chains, and now they’re headed for coffee. Canada-based Coffee Booster wants flavorless function to be a new step in morning coffee routines.
Root Blends, a New York organic smoothie company, has launched its first CBD smoothie kits in collaboration with Function Botanicals. And it sees cannabis’ future in the health and wellness world, targeting gyms, hotels and delicatessens.
Bulletproof Coffee is expanding its RTD line with more flavors infused with collagen protein. The brand looks to attract the mainstream health and wellness market with its pioneering use of collagen and Brain Octane oil in coffee.