- In September 2024, Oxbow Brands launched its new label, Vegan Drink Company (VDC), to address the rising demand for dairy-free alternatives among lactose-intolerant and vegan consumers. This strategic move strengthens the company’s foothold in India’s fortified beverages market, particularly across offline retail and foodservice channels, by expanding accessibility to plant-based, nutrient-rich options
- In May 2022, Nestlé introduced a fortified dairy drink in Pakistan aimed at combating widespread micronutrient deficiencies. This launch has enhanced the company’s role in the region’s functional beverage segment, supporting national nutrition goals while increasing the penetration of affordable fortified products in emerging markets
- In December 2020, Fever-Tree extended its portfolio with the debut of a rhubarb and raspberry tonic beverage, crafted using tart Norfolk-grown rhubarb and Scottish raspberries. Containing naturally derived ingredients and no artificial sugars, the launch contributed to the rising trend of clean-label, low-calorie fortified beverages in Europe, reinforcing consumer preference for botanically infused wellness drinks
- In July 2020, Phocus expanded its flavored beverage portfolio with the introduction of a Cola variant, complementing its existing functional drink range. This product diversification strengthened the brand’s position in the U.S. functional beverage space, appealing to health-conscious consumers seeking flavorful alternatives with added value
