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The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
Kraft Heinz makes Capri Sun glow in the dark
Celestial events only happen every so often, and Capri Sun wants to help consumers remember this year’s lunar eclipse with a bright product launch.
Kraft Heinz unveiled Moon Punch, the latest flavor launch for Capri Sun, to coincide with the total lunar eclipse that is visible today and tomorrow across North America. The drink includes a glow in the dark pouch featuring different phases of the moon.
“Whether you grew up drinking from the iconic pouch or are one of the millions of kids who name Capri Sun as their favorite drink, we strive to create moments of fun and discovery, helping to unleash peak kid energy with every poke of the straw,” said Jessica Barker, senior brand manager of communications at Capri Sun, in a statement.
The Capri Sun brand, a staple of the packaged juice category, is evolving its formula, marketing, and packaging approach to reach modern consumers. Last month, Kraft Heinz announced it will bring Capri Sun into single-serve plastic bottles, alongside its classic pouches.
Hostess muscles into protein shakes
The maker of Twinkies and Yodels hopes to make an impression in the fast-growing sports nutrition category by sweetening the market for protein shakes.
Hostess announced a collaboration with protein shakes maker RedCon1 to bring the flavor of its sweet treats to protein shakes. Starting this year, the two brands will launch limited-time and seasonal offerings based on the snacks maker’s products.
“This partnership marks a new chapter for both brands, blending indulgence and nutrition in a way that’s never been done before,” said Aaron Singerman, CEO and founder of RedCon1, in a statement. “We’re thrilled to reimagine Hostess classic flavors in formats that fuel performance and recovery.”
RedCon1, which debuted in 2016, sells shakes and supplements in the sports nutrition category at retailers, such as Walmart and GNC. It has expanded into 80 countries, according to the company’s website.
Hostess is the latest packaged food company to leverage its brands in the protein space. Last year, Hershey partnered with C4 on protein powders based on its Hershey’s chocolate and Reese’s flavors. And WK Kellogg’s iconic Froot Loops and Frosted Flakes appeared in protein products from Six Star Pro Nutrition starting in 2023.
New refresher aims to light up alcohol category with hydrating booze
As consumers seek out beverages with more functional properties, one new brand believes it can bridge the gap between hydration and alcohol.
Lightstrike, a new refresher drink that makes its way onto shelves in April, contains 5% alcohol-by-volume, 10% coconut water, and a touch of sea salt for hydration. The non-carbonated drink is designed for “the pregame, the after-party, or the after-after party,” according to the brand.
“Drinkers are looking for flavor-forward, versatile options that fit in with their lifestyle,” said Andrew Emerton, senior brand manager at Lightstrike, in a statement. “When looking at the shelf for an alternative to hard seltzers or a light lager, LIGHTSTRIKE fills that gap. We decided to up the ante and put it in a portable pack type that can keep pace with the party.”
In recent years, alcohol brands have debuted refreshers, or products without carbonation, designed for consumers who want to avoid the bloating associated with hard seltzer. Molson Coors debuted Happy Thursday spiked refreshers last year.
Hydration drinks — traditionally associated with sports drinks like PepsiCo’s Gatorade — have exploded in recent years with brands, such as Unilever’s Liquid I.V. gaining traction among alcohol consumers to nurse hangovers. The category is projected to reach nearly $59 billion by 2032, growing at a compound annual growth rate of 5.9%, according to Precedence Research.