From liver health-focused products to sugar-inspired flavors without the added sugar, the industry is responding to the growing demand for healthier options that don't compromise on taste.

To meet the increasing demand for organic products among health-conscious consumers, Imbibe’s taste modulation portfolio now includes certified Organic Senses, an organic version of The Senses.

One of the most sought-after functional attributes in beverages is rehydration, with 78% of Gen Zers, 81% of millennials and 74% of Gen Xers citing hydration as one of the most important functional benefits for which they look