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Can Kim Kardashian Help an Energy Drink Stand Out in a Crowded Market?
And the Functional Food Boom: Are Major Brands Supporting the Right Trend?
Jan van Iperen
February 24, 2026
Soon “functional” needs to get more definition, as the category seems to get broader every week… What verbiage do you see in your arena?
Sincerely
Jan van Iperen · ectus
— juice news
Kim Kardashian is cofounding an energy drink startup, entering a rapidly growing market that is currently outpacing coffee and tea in popularity. This strategic move aims to leverage her influence to differentiate the product in a crowded industry. The initiative reflects the increasing demand for energy drinks and the potential for celebrity endorsements to impact consumer choices in this competitive sector.
Minister of Health and Wellness, Dr. Christopher Tufton, has called on beverage manufacturers in Jamaica to implement strategies aimed at reducing sugar content in their products. This initiative is part of the Government's broader efforts to encourage healthier consumption habits and lifestyle choices among the Jamaican population. The Minister emphasizes the importance of these measures in promoting public health and well-being.
Energy drinks commonly contain additional ingredients like B vitamins and plant extracts, raising questions about their potential health benefits beyond caffeine. While these components are frequently marketed as beneficial, the actual advantages they offer remain unclear. The effectiveness and impact of these additives in energy drinks warrant further investigation to determine if they contribute positively to health or performance.
Tractor Beverage Company has appointed John Murphy as Chief Revenue Officer (CRO) to spearhead its growth initiatives. Murphy will oversee all revenue-related strategies and operations, focusing on expanding the company’s market presence. His extensive experience in the beverage sector is expected to enhance Tractor Beverage's strategic direction and drive its next chapter of growth, aligning with the company’s objectives for increased revenue and market share.
A comprehensive financial model has been developed for establishing and operating a vitamin water manufacturing plant in India. The proposed facility aims to produce 10 million litres of vitamin water each year. This analysis provides insights into the costs associated with the setup and ongoing operations of the plant, offering valuable information for stakeholders interested in entering the fortified beverage market.
Global brands such as PepsiCo, Coca-Cola, and Nestlé are investing billions in functional foods that promote gut health, cognitive enhancement, and longevity. The article examines the scientific validity of various functional trends, highlighting the distinction between those supported by research and those that may lack substantiation. This investment reflects a growing consumer interest in health-oriented products within the food and beverage industry.
The KHS Group has introduced KHS SUPREME, a new system designed to enhance the protection of oxygen-sensitive beverages, including tea. This innovative technology aims to significantly reduce oxygen exposure during filling and packaging processes, thereby preserving the quality and flavor of these drinks. The implementation of KHS SUPREME represents a notable advancement in beverage packaging, addressing industry needs for improved product integrity.
— citrus news
South Georgia citrus growers are currently facing challenges due to a cold snap, implementing a University of Georgia-supported water technique to safeguard their trees. This approach aims to mitigate the adverse effects of low temperatures on the citrus crops. The region is also positioning itself to enhance its contribution to U.S. citrus production, indicating a strategic focus on expanding its agricultural capabilities.
Want to dive deeper in citrus? Coming in early 2026: citrodex.com
— research
A novel high-precision citrus harvesting robotic system has been developed to address labor shortages and stringent quality standards in citrus harvesting. This system focuses on controlled stem length during fruit detachment, ensuring optimal quality. The design, validation, and field evaluation of the robotic system demonstrate its effectiveness in enhancing harvesting efficiency while adhering to industry standards, thereby potentially transforming citrus harvesting practices.
Selenium (Se) biofortification is a significant strategy aimed at improving the nutritional value of agricultural products. This study systematically explored the mechanisms of selenium enrichment in Navel oranges and examined regulatory strategies to optimize this process. The findings provide insights into enhancing the selenium content in Navel oranges, contributing to better nutritional outcomes and addressing dietary deficiencies in selenium among consumers.
The increasing demand for functional foods has led to heightened interest in concentrating bioactive compounds, particularly anthocyanins and proanthocyanidins (PACs), from cranberry juice. This study explores pressure-driven filtration processes as a method for effectively concentrating these compounds. The findings indicate that such filtration techniques can selectively retain anthocyanins and PACs, enhancing their availability for use in various food applications and contributing to the functional food market.
Citrus processing annually produces significant quantities of by-products, particularly mandarin peels, which are frequently discarded despite containing valuable bioactive compounds. This study explores the extraction of these compounds and the development of functionalized edible films using chitosan and guar gum. The research employs Response Surface Methodology (RSM) to optimize the extraction process and enhance the utility of these by-products in food applications.
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