Up Close With

In her 2007 song “Better Get to Livin,’” Dolly Parton sings about keeping a positive outlook despite challenges one might face. “You better get to livin’, givin’/Don’t forget to throw in a little forgiv’/And lovin’ on the way.”

As today’s consumers are challenged with busy schedules, but a desire to live healthier, the performance beverage market is seeing a growing influence on better-for-you solutions to help consumers “get to livin.’”

“We’re seeing significant growth in the energy drink market, fueled by a shift toward better-for-you options that balance both taste and health benefits,” says Greg LaVecchia, CEO and co-founder of Bloom Nutrition, Venice, Calif. “Consumers are increasingly looking for products that support wellness, feature better ingredients and don’t compromise on flavor. As the market continues to expand, brands that offer a combination of indulgence and functionality — while maintaining strong community engagement — are well-positioned to thrive.”

The amalgamation of indulgence and functionality isn’t just a recipe for businesses to thrive, but also consumers. The desire to thrive in day-to-day life played a key role in the creation of Bloom Nutrition.

The COVID-19 pandemic in 2020 brought about change for many folks for many reasons. For Rosa Li, CEO and founder of wildwonder, 2020 was the year she developed the San Fransico-based sparkling functional beverage brand. Li founded wildwonder after a personal health journey that year.

While working long hours in private equity, Li says she developed a range of health issues from the stress and lifestyle.

“To heal, I turned back to the ancient Chinese herbs and botanicals I grew up with,” she shares. “My grandmother used to brew traditional healing tonics for me in China, where I was raised until I was 12, and those recipes became my inspiration. I decided to leave my finance career and create wildwonder as the first sparkling beverage to combine both prebiotics and probiotics.”

Li describes the current sparkling drinks market as having exploded in recent years.

“Consumers are looking for more than just fizz,” she says. “They want flavor, function and feel-good ingredients. We’re seeing a major shift away from traditional sodas toward beverages that not only taste great but also support wellness goals.”

At the same time, Li notes that the category has become crowded, with many players chasing trends and launching “me too” products.

“For us at wildwonder, that’s an opportunity to stand out by offering something rooted in culture and purpose,” she adds.

“We combine prebiotics and probiotics with real fruit and botanicals to make gut health approachable for everyone.”

– Rosa Li, founder and CEO of wildwonder

As for the probiotics and prebiotics drink market, Li states that functional drinks have moved “well beyond” the niche wellness aisle and are quickly becoming part of everyday routines.

“Consumers aren’t just reaching for beverages to quench thirst anymore; they want options that offer tangible health benefits while still tasting great and fitting seamlessly into busy lives,” she explains. “I see this as just the start of a much larger movement. Similar to how kombucha made the leap from specialty shops to mainstream shelves, functional beverages that combine proven efficacy with broad appeal are poised to become fridge staples.”

wildwonder’s product is deeply personal to Li. She was inspired by the healing tonics her grandmother brewed when she was growing up in China and wanted to bring that ancient, herbal wisdom into an accessible modern format.

“Each flavor is crafted with fresh-brewed herbs, so it’s not only good for your gut but also genuinely delicious,” Li says. “I’m a foodie who doesn’t want to sacrifice flavor. wildwonder goes far beyond just another ‘better-for-you’ (BFY) sparkling beverage.”

Li’s grandmother often brewed herbal tonics with ingredients like honeysuckle, which Li says is widely used in Eastern traditions for its soothing and healing properties.

“That wisdom is at the core of every flavor we create,” she notes. “For example, our Raspberry Lychee blend pairs juicy lychees, which originate from China, with raspberries and fresh-brewed honeysuckle flowers.”

wildwonder recently added to its lineup its latest variety: Blackberry Violet.

“Blackberry Violet was inspired by the iconic Aviation cocktail, a Prohibition-era classic known for its floral and botanical notes,” Li shares. “We wanted to capture that same sense of elegance and adventure, but in a way that fits wildwonder’s mission of making gut health both indulgent and accessible.”

The new offering is a blend of blackberry puree with violet flowers, juniper berries and a splash of lime. Like all wildwonder flavors, Li adds that it is infused with prebiotics and probiotics.

“We’re always dreaming up what’s next,” she notes. “wildwonder started with a mission to make gut health more accessible and joyful, and that continues to guide our innovation.”

wildwonder is available nationwide, including natural retailers like Whole Foods and Sprouts to major grocers like Albertsons, Safeway, Kroger and select Target stores. The brand has built a strong online presence through its website and Amazon, which allows wildwonder to connect directly with its community, Li adds.

“We’re continuing to grow thoughtfully, expanding both in retail and foodservice,” she says. “You’ll see us show up in more places where people work, travel and play.”

Li feels that the market is moving toward a world where BFY isn’t a compromise, but an expectation.

“Consumers are becoming more educated about gut health and looking for products that deliver real benefits without added sugar, artificial ingredients or that ‘healthy but not tasty’ trade-off,” she describes. “We’re leading the next wave of functional sparkling drinks. Rooted in wellness but with flavorful and culturally inspired fruit combinations. We combine prebiotics and probiotics with real fruit and botanicals to make gut health approachable for everyone.”

The founder and CEO shares that she is excited to have created something so deeply rooted in her heritage and inspired by her grandmother.

“If you see us on the shelf, please give us a try,” she adds.