Coca-Cola's portfolio downsizing will affect roughly 50% of its brands, allowing the company to invest more in its top performers, said CEO James Quincey. "We've been challenging legacy ways of doing business and the pandemic helped us realize we could be bolder in our efforts," Quincey said.

KidsLuv is disrupting the kids beverage market with its zero-sugar, vitamin-infused water formulation and environmentally friendly carton packaging that's straw-free, said founder Ashi Jelinek. She adds the brand will likely release more flavors and functional attributes in 2021.

Kool-Aid is running a Twitter sweepstakes to give people in select cities the chance to win a reverse trick-or-treating visit from its mascot, the Kool-Aid Man. The campaign is showcased in a 15-second spot and the mascot will deliver Halloween treats including Ghoul-Aid Scary Berry popping candy, Scary Berry Jammers drinks and Kool-Aid Man costumes.

Digital customer interactions with brands is up 79%, say customer experience professionals in the Customer Experience in a Post-COVID-19 World report, a study from Precisely and Corinium. The report also found most brands say they will invest in customer experience technology for data integration, integrity or enrichment, followed by combining cross-channel platforms, chatbots and digital self-service platforms.

Reports that Nestle is looking to sell its North America-based bottled water brands topped this week's Top 10 list. Whole Foods Market's 2021 food trend predictions also caught SmartBrief readers' attention this week, as did Del Monte's new plant-based pocket pies.

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