Between Drinks
Meeting consumers where they are
The saying “to meet people where they are” often means accepting others based on their current emotional state, background and capacity. This can involve adjusting communication to support them effectively rather than expecting them to instantly match certain expectations.
Circana recently released its 2025 New Product Pacesetters research and Top 200 list, noting that this year manufacturers successfully navigated a complex consumer landscape by basically “meeting consumers where they are.”
Recognizing the most groundbreaking product launches across the food, beverage, and nonfood consumer packaged goods (CPG) sectors, the 2025 Pacesetters achieved an impressive $6.2 billion in combined year-one multi-outlet sales, according to Circana. Now in its 31st year, the New Product Pacesetters research reveals critical shifts in how consumers discover and choose new products, the market research firm says.
(Photo by Hitra/iStock / Getty Images Plus via Getty Images)
This year, winning innovation was defined by experience-led development, Circana notes, as manufacturers successfully delivered functional, engaging and connected solutions that balance value, trust and everyday needs.
“The biggest risk in CPG today isn’t a failed launch — it’s failing to launch at all. Innovation isn’t just a strategic priority — it’s the growth engine,” said Sally Lyons Wyatt, executive vice president and global advisor for Circana, in a statement. “The brands breaking through are the ones meeting consumers where they are: balancing health with enjoyment, fusing brand equities through smart collaborations, and showing up in digital spaces where discovery now begins. The playbook has fundamentally changed, and the companies that recognize that are the ones on our Pacesetters list.”
Among the top launches, beverages remain the leading force in consumables, with carbonated, sports, and energy drinks generating the largest dollar contribution, according to Circana. Meanwhile, convenience-oriented breakfast items and experience-driven desserts delivered strong returns, it notes.
The Top 10 food and beverage New Product Pacesetters for 2025 are as follows:
- Kendamil Infant Formula
- Bloom Sparkling Energy
- Red Bull The Pink Edition
- Canada Dry Fruit Splash Cherry Ginger Ale
- OIKOS PRO DRINKS + OIKOS PRO SHOTS
- Sprite Chill
- Sparkling Ice STARBURST
- Topo Chico Sabores
- Fruit Riot!
- King’s Hawaiian Soft Pretzel Bites
Artificial intelligence (AI) and social commerce also have fundamentally changed product discovery, according to Circana. One in three consumers (34%) now use AI to explore new CPG options, while 25% have made a purchase based on a personalized AI recommendation, it notes. Social commerce platforms are collapsing discovery, trial and demand into a single ecosystem, particularly influencing younger consumers and households with children, the market research firm says.
“This year’s Pacesetters class proves that winning innovation is about more than a great product — it’s about creating moments consumers want to experience, share, and come back to,” said Lisa Maas, vice president of innovation at Circana, in a statement. “From Fruit Riot turning frozen fruit into a cultural candy moment to Red Bull Pink Edition bringing 3 million new households into the franchise, the most successful launches of 2025 engaged consumers on an emotional and sensory level.”
Going forward, it appears that brands engaging with consumers alongside a new product launch will have an upper edge.
The ultimate cook-out snacks
In time for grilling season, Pringles and Miller Lite teamed up again for the launch of Pringles x Miller Lite Beer Cheese Burger crisps and Pringles x Miller Lite Beer-Braised Steak crisps, brought back from last year’s debut. This year’s limited-edition lineup combines the savory flavors of beer-infused cookout favorites with the hop-forward, malty beer aroma of the Original Light Beer. “Fans love to pair Miller Lite with their summertime staples, so bringing it all together into one snack with Pringles again this year is pretty special,” said Courtney Benedict, vice president of marketing of Miller Family of Brands, in a statement. “The new Beer Cheese Burger flavor and the returning, fan-favorite Beer-Braised Steak take BBQ standouts and amplify them with the crisp, clean taste of the perfect complement — Miller Lite. The only thing better? Washing them down with a cold serving of the Original Light Beer itself.” Mauricio Jenkins, Pringles U.S. marketing lead, added: “The response to our first collaboration with Miller Lite was incredible, and we knew had to bring it back for another summer. At Pringles, we’re always looking for ways to bring unexpected flavors to our fans, and these crisps combine all the best fresh-off-the-grill and fresh-out-the-cooler flavors into one snackable bite. We can’t wait for fans to pop open a crisp can this summer.” Pringles x Miller Lite Beer Cheese Burger crisps and Pringles x Miller Lite Beer-Braised Steak crisps are available at participating retailers, while supplies last.
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Sweepstakes for the love of Pickleball
Once Upon a Coconut, the Official Coconut Water of Major League Pickleball (MLP presented by DoorDash), announced a national sweepstakes that will send one winner and three friends to MLP’s 2026 championship weekend in New York City. The grand-prize package includes four tickets to the 2026 MLP Finals, roundtrip airfare for the winner, and a two-night hotel stay in NYC. Consumers can enter the sweepstakes at enter.onceuponacoconut.com/mlp-finals-2026, by scanning entry codes at MLP events, and select retail point-of-sale displays, or through Once Upon a Coconut's email newsletter. The MLP season runs through August and features a collection of nine regular season events, the Mid-Season Tournament, and the expanded three-week MLP Playoffs. In a milestone for both the league and Once Upon a Coconut's home city, MLP will bring a regular season event to Disney’s ESPN Wide World of Sports Complex in Orlando, Fla., for the first time ever when the regular season finale takes place July 30 through Aug. 2. “Pickleball is the fastest-growing sport in the country, and the community around MLP is unlike anything else in sports,” said Matt Merson, president of Once Upon a Coconut, in a statement. “For year two of our partnership, we wanted to give back in a big way. Flying one lucky fan and their crew to New York City for Championship Weekend — with tickets, flights, and hotel covered — is our way of saying thank you to the players, the fans, and the league that have welcomed us courtside.”
Celebrating being more than just one thing
Minute Maid Spiked is bringing flavor and personality to the forefront through its first-ever celebrity partnership, featuring multi-hyphenate powerhouse Action Bronson. Together, the pair are inviting consumers to embrace every side of who they are — from the dentist by day who DJs at night to the local bartender who draws cartoons between shifts — because when it comes to a good time, there’s not just one way to enjoy it, the brand says. The partnership spotlights Bronson’s many personas — from Bam Bam, to Bronsoliño, to Mr. Baklava — emphasizing that no one is defined by just one thing. “I am not just one thing, and I’ve never wanted to be,” Bronson said in a statement. “I cook, I rap, I create, and more because each one of those things is a part of who I am. That’s why this partnership made sense. It’s based on the message that you shouldn’t have to pigeon-hole yourself into one category. I made a career out of that, and Minute Maid Spiked not only appreciates that but wants to celebrate that with everyone.” Built on a “No Muss, No Fuss, No Duh” attitude, Minute Maid Spiked reimagines traditionally complicated cocktails into ready-to-pour alcohol beverages by skipping the prep and getting straight to the good time, it says. Proudly in the “no fizz biz,” the brand delivers smooth, bold tasting wine-based and vodka cocktails designed to match every moment, it adds.
(Photo by Andrii Zastrozhnov/iStock / Getty Images Plus via Getty Images)
Did You
Know?
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Functional beverages that support gut health are rising to the top.
For the first time, according to the 14th annual Pollock Communications and Today’s Dietitian “What’s Trending in Nutrition” survey, the Top 3 functional foods include fermented foods such as kombucha, pre- and probiotic sodas and bone broth, highlighting the continued focus on gut health.
This year, 834 RDNs provided an in depth look at the food and health trends for 2026 and how they are impacting the food industry.
The following key takeaways from the survey align with the top purchase drivers for 2026:
- Affordability and value
- Comfort and emotional well-being
- Gut health support
Although pre- and probiotic sodas are surging in popularity and earning a spot among the top functional foods for 2026, RDNs point to a notable credibility gap. According to the survey, many view these better-for-you sodas as more marketing driven than science-backed, revealing a disconnect between consumer interest and expert validation.
RDNs reported that these beverages are:
- Mostly marketing with little proven benefit
- Somewhat beneficial but overhyped
- Unsure/need more research