Coca-Cola is rolling out its Vitaminwater Active sports drink line to select stores, and the limited introduction will be followed by wider distribution early next year. "We're here to hydrate those who appreciate the fun side of fitness, not necessarily those who live for a competitive sport," said Coca-Cola's Ami Mathur of the three-flavor line.
More than 25 years after disrupting the ready-to-drink iced tea market by introducing 24-ounce tallboy cans, Arizona Beverages is expanding its snack offerings to boost convenience store sales. The company is adding to its existing line of nachos with the launch of its new Crazy Cowboy beef jerky brand, and is working to increase international growth.
Kool-Aid is throwing a new social sweepstakes that will allow one winning fan to host the famous Kool-Aid Man at a special party or event. Contestants can enter via Twitter using the hashtags #krashhere and #contest, and must tell the brand why the spokes-pitcher should "krash" their event.
Red Bull has finalized a new sponsorship deal with esports team Tempo Storm, which competes in games such as "Hearthstone," "League of Legends," "Overwatch" and "Super Smash Bros. Melee." "Red Bull has been doing amazing stuff in the space with event production, content creation and athlete performance," said Andrey "Reynad" Yanyuk, CEO of Tempo Storm.
Consumers consider food an aspiration and want to express themselves by understanding where their meals are sourced and how they're prepared, said Mike Lee, founder of The Future Market, at the recent Smart Kitchen Summit. However, many consumers' kitchen skills don't yet match their aspirations, allowing grocers and manufacturers to meet their needs with shortcuts like meal kits, he said.