• by Sarah Mahoney , 3 hours ago

With demand for more protein -- and beverages that do more than hydrate -- still surging, established brands are finding new hooks for curious consumers.

C4, the energy drink owned by Nutrabolt, is debuting C4 Sparkling Protein, a caffeine-free, ready-to-drink beverage that packs 20 grams of protein with no sugar.

A Cherry Vanilla version is selling exclusively at Walmart, and other flavors include Lemon Lime Fizz and Strawberry Watermelon.

Beyond Immerse, also with fruity flavors and 20 grams of protein, was introduced by Beyond last month and is also making news as it expands its ad campaign with Knicks star Josh Hart.

Both companies are flexing their portfolios as America's thirst for functional beverages keeps expanding, moving in so many directions that it's hard for experts to categorize them.

The changing preferences of Americans aren't just about what they're sipping, but also when and why.

This has even permeated the Starbucks menu. The coffee chain, which began offering protein options in its beverages last September, now offers them in 90% of its beverages. The chain reports that demand peaks on Fridays, around 8 AM.

"More people than ever are prioritizing protein as part of their wellness routines, but they don't want to sacrifice taste to get it," said Emily Hoyle, Nutrabolt's senior vice president of marketing, in the announcement.

"Sparkling and clear protein drinks have a reputation for tasting flat or leaving behind a chalky mouthfeel, and we knew that wasn't good enough for C4," she said, adding that the company took its "flavor expertise and applied it to this new format, so consumers get a protein beverage that's as enjoyable to drink as it is functional."

Beyond, which says early demand sold out limited-edition runs of Immerse, is now expanding its ad push in a new campaign that attempts to recruit Hart a "best friend" worthy of sharing his second can.

A spokesperson for the company tells Marketing Daily that the effort, created in house, follows sports-media ribbing that suggests Hart's relationship with Jalen Brunson, a fellow Knick and former teammate from their college days at Villanova, was a little one-sided.

The brand is inviting consumers into the action, too. They can nominate someone who can pass #TheSecondCanTest by tagging their friend. Winning duos will get some product freebies.

It's just the latest example of how morphing trends are changing the still-growing category.

A recent Circana analysis confirms growth across several retail and foodservice beverage categories, including non-alcoholic and alcoholic segments, with total beverage sales rising to $490 billion in 2025, with a compound annual growth rate of 3%., and it says beverages currently account for six of the top 20 growth categories in retail.