Tropicana is enhancing its product lineup with the introduction of Tropicana Hydrate+, a new chilled beverage series aimed at fulfilling the increasing consumer interest in functional hydration.
This innovative range features a blend of tropical fruit flavors combined with coconut water, magnesium, and essential vitamins E, C, B1, B2, and B6, focusing on providing hydration without compromising on taste. According to the brand, hydration now accounts for over a quarter of beverage purchases, while taste continues to be the foremost consideration for consumers. Tropicana Hydrate+ is strategically developed to cater to both desires, presenting a refreshing, familiar juice-like format.
Liz Ashdown, the marketing director at Tropicana Brands Group, stated: “Hydration is becoming increasingly important to consumers. We know that sales of functional drinks have grown 31% since 2022, while hydration-related online searches have multiplied by 1,000% since 2021. Our research consistently shows that great taste still comes first for consumers and, with 79 years of fruit-blending expertise, Tropicana is perfectly placed to deliver both.” She further noted, “Tropicana Hydrate+ builds on what people already love about Tropicana, combining delicious fruit with functional hydration to create a natural pick-me-up for consumers looking to quench their thirst.”
The Hydrate+ series will be available in two flavors: Pineapple with Coconut Water and Mango with Coconut Water, packaged in 850ml bottles for home use, with a 300ml version for individual servings set to launch later this year.
In another exciting development, Bio&Me, a gut health-focused food and beverage company founded by Dr. Megan Rossi, is releasing a pioneering kefir drinks range that looks to enhance the benefits of traditional fermented dairy.
As interest in functional food continues to rise, this range intends to simplify gut health choices for consumers, making the experience both personal and enjoyable. The four kefir variants target popular health drivers such as immunity, natural energy, and protein and fiber intake. The flavors include Berry & Acai (Gut Health + Immunity), Cocoa (Gut Health + Protein & Fiber), Matcha Vanilla (Gut Health + Natural Energy), and Mango & Peach (Gut Health + Protein & Fiber).
These EFSA-approved drinks contain 18 strains of culture and over 100 billion active cultures, along with essential nutrients like B12, B2, calcium, and phosphorus. Notably, they are free from added sugars, emulsifiers, or thickeners.
Rossi mentioned: “Regularly including fermented foods like kefir in your diet has been shown to help support greater diversity within the gut microbiome… We wanted to create something different: a best-in-class range that offers genuine functionality.” CEO and co-founder Jon Walsh added: “These category-first launches deliver true science-led innovation… giving retailers a strong platform to recruit new consumers and drive growth within kefir drinks.”
The new kefir drinks will be available in Sainsbury’s and Tesco starting in April and May, with a price tag of £2 for a 280ml bottle.
Carlsberg Britvic is also enhancing its portfolio with the launch of 1664 Rosé, a new flavored beer set to debut this spring. As the flavored beer segment continues to expand, this launch is intended to address the growing demand for fruit-forward options.
Building on the success of 1664 Blanc, 1664 Rosé brings a refined twist to the original French-style beer by incorporating a berry flavor for a crisp and modern profile. This addition joins 1664 Blanc and 1664 Bière, broadening the brand’s appeal and attracting shoppers who may feel disconnected from traditional beer offerings.
Dharmesh Rana, the brand director for premium brands at Carlsberg Britvic, explained: “1664 is already known as a premium French beer brand, and the launch of 1664 Rosé is a natural next step in the evolution of the portfolio. By introducing a subtle hint of berry flavor, we’re not only offering a sophisticated twist that responds directly to growing demand for flavored beers, but broadening the appeal to reach beyond traditional beer drinkers.” He emphasized that this launch offers retailers “a powerful opportunity to bring new shoppers into the beer aisle.”
1664 Rosé will be supported by a significant marketing investment, including an extensive ATL campaign for 1664 Blanc featuring global ambassador Robert Pattinson. The beer will hit grocery stores in April, offered in four-packs of 330ml bottles, with an on-trade launch expected in the summer.
Volvic is also stepping into the functional hydration market with its new Volvic Vitamin+, which will be available across the UK and Ireland from 6 April. This range aims to merge the brand’s mineral water with added magnesium and B and C vitamins, with the goal of reducing fatigue and supporting healthy metabolism.
The water category has experienced substantial growth, outpacing the overall soft drinks market. Particularly, flavored still water has gained traction, while flavored functional water has surged by 38% in value year-on-year. In light of this trend, Volvic hopes Vitamin+ will attract consumers seeking beverages that blend health benefits with appealing flavors.
The new range will come in 75cl PET bottles, optimized for meal deals and on-the-go consumption, as 69% of consumers express a desire for healthier meal deal options. The initial flavors offered are Recharge Raspberry (containing magnesium and vitamins B5, B6, and C) and Active Peach (containing magnesium and vitamins B5, B7, and C).
Victoria Pham, head of category and commercial strategy for beverages at Danone UK and Ireland, remarked: “Consumers are changing the way they think about what they drink. Volvic Vitamin+ offers great-tasting, naturally filtered mineral water enriched with magnesium and essential B & C vitamins.” The range will be accessible in major retailers, priced at a recommended retail price of £2.20 in the UK.