Between Drinks
The bioactivists among us
Ross Perot, founder and CEO of Electronic Data Systems and Perot Systems, American businessman, politician and philanthropist, is quoted for once having said: “The activist is not the man who says the river is dirty. The activist is the man who cleans up the river.”
Similarly, as today’s consumers increasingly take a proactive approach to health and wellness, Brightseed, a bioactive leader unlocking nature with artificial intelligence (AI) to elevate human health, unveiled a second installment of its bioactivist consumer research, noting that bioactivists view health as a foundation, not a fix, and are motivated by long-term goals like avoiding future illness, living longer and maintaining a healthy lifestyle.
The 2025 Brightseed Health & Nutrition Survey was conducted online in April among a nationally representative sample of 1,200 U.S. adults, ages 18 and older.
The updated findings revealed that 45% of U.S. adults now identify as bioactivists — proactive, health-conscious consumers who are increasingly seeking products with proven health benefits, the company notes. The rise from 27% in Brightseed’s 2022 survey is a sharp contrast, making bioactivists the fastest growing and largest health-focused consumer segment in the United States, it says.
(Image courtesy of Chlorophyll Water)
Moreover, for food, beverage and health companies, Brightseed notes that this is a prime opportunity to engage a large, motivated and high-spend audience who are actively seeking products with proven functional benefits.
The following are additional key findings of the updated survey:
- 87% use supplements; 43% use them consistently
- 68% regularly check nutrition labels
- More than 16% are more likely to seek products with added nutrients
- More than 25% more are willing to pay more for food, beverages and supplements containing bioactives
- More than 14% are more likely to try a new product because it contains bioactive properties.
Meanwhile, more than 60% of consumers want brands to improve product healthfulness, communicate bioactive content, and back claims with science, the company says.
“The Bioactivist is no longer a niche wellness enthusiast — they’re your neighbor, your coworker, and a powerful driver of market trends,” said David Blackwood, senior vice president of commercial at Brightseed, in a statement. “For food, beverage, and health companies, this is a prime opportunity to engage a large, motivated, and high-spend audience that is actively seeking products with proven functional benefits.”
To meet this demand, Brightseed’s proprietary AI platform Forager acts as a discovery and development engine for small molecules and bioactives, it says.
“Bioactives are nature’s health drivers, and Forager allows us to discover and unlock them at an unprecedented scale, providing our partners market disrupting innovation and development tools,” said Sofia Elizondo, co-founder and president of Brightseed, in a statement. “This research confirms that consumers are ready — and eager — for products that harness bio actives to support human health.”
A Halloween scream for Fanta
Ahead of this Halloween season, Fanta, Universal Pictures and Blumhouse are delivering chills and thrills with a global partnership for the first time with an ultimate Halloween lineup. The partnership sees horror icons Chucky (Chucky franchise), Freddy Fazbear (Five Nights at Freddy’s 2), The Grabber (Black Phone 2), M3gan (M3GAN 2.0) and Michael Myers (Halloween 2) united over one insatiable craving: Fanta. Across the globe, consumers can expect to see the cult and modern Halloween characters on the hunt, with a series of experiences in the run up to Halloween, the company says. They might be from very different worlds, but this time, they share the same desire — “They Wanta Fanta,” it adds. Universal will release two terrifying new chapters for these horror icons, including Black Phone 2 (in theaters Oct. 17) and Five Nights at Freddy’s 2 (in theaters Dec. 5). Both films are from Blumhouse, a leader in horror, it notes. “Fanta promises deliciousness, and only deliciousness. What better occasion to have a little fun with that, than Halloween? The festival of tricks and treats,” said Ibrahim Salim Khan, global vice president for Fanta at The Coca-Cola Co., in a statement. “This Halloween, in a delicious, thrilling partnership with Universal Pictures and Blumhouse, we will bring back the most legendary horror back icons for the first time ever. They’re back. But they’re not here to haunt you. They just ‘Wanta Fanta.’” Through October and beyond, consumers are encouraged to keep their eyes peeled as the horror icons are set to show up everywhere that Fanta does, from the limited-edition packaging, to retail, vending machines, factories and real-life experiences, all to get their hands on a Fanta, it says.
Rebooting human connection
SVEDKA Vodka is bringing a familiar face to remind us all of an important fact: real connection can still happen at the bar. After a 12-year hiatus, the SVEDKA Robot, a pop culture icon first introduced in 2005, returns to tackle the problem head-on, autocorrecting boring nights out and re-upgrading the fun, one SVEDKA cocktail at a time. This robot isn't here to steal your job or write your emails — she’s here to buy you a drink, the company says. In 2013, the SVEDKA Robot powered down and jetted off to a faraway place (the future, obviously) but now she’s back, charged up and ready to reboot a world that’s drowning in AI, endless notifications and double taps instead of double dates, it adds. “The SVEDKA Robot first arrived when bars were vibrant and brimming with real connection, laughter and last-minute happy hour plans,” said David Binder, senior brand director of SVEDKA, in a statement. “When she disappeared over a decade ago, we thought the biggest buzzkill was last call. Now, it’s doomscrolling at the bar, staring at bright, handheld computer screens. But not anymore. The Robot’s return is a reminder to look up, reconnect with those around us, and celebrate while we're here. The night is still yours.” Earlier this summer, SVEDKA’s robot picked up the tab at bars nationwide. SVEDKA sent $15 through Venmo to randomly selected verified submissions, covering the first drink for more than 1,000 consumers over the Labor Day weekend and beyond. To enter for a chance to win, participants submitted a candid photo of themselves and the crew they’d like to take out for a round of SVEDKA cocktails at SvedkaBarTab.com. By participating, they pledged to stay off their phones and be fully present for at least 30 minutes of an IRL experience. The campaign rewards presence over posting, putting a nightlife routine back in ‘human mode, ’” the company says.
Soup and beer lovers unite
Pabst Blue Ribbon and Campbell’s Chunky have teamed up to bring two soups together that offer the smooth taste of Pabst Blue Ribbon (PBR) and the “craving-ability” of Chunky just in time for soup season. The two new soup varieties are available exclusively at Walmart. Campbell’s Chunky x Pabst Blue Ribbon Beer Cheese with Potatoes & Chorizo Soup is packed with savory chorizo sausage and hearty potatoes simmered in creamy cheese infused with Pabst Blue Ribbon Beer flavor, the companies say. Meanwhile, Campbell’s Chunky x Pabst Blue Ribbon Beef, Bacon & Beer Chili with Beans is an ideal addition for brisk fall days and features seasoned beef, hearty beans and smoky bacon, all infused with Pabst Blue Ribbon Beer flavor, they note. “We always like to do things a little differently at Pabst, so when the opportunity came to work with an iconic brand like Chunky, we knew this was a no brainer,” said Rachel Keeton, senior brand director at Pabst, in a statement. “It’s a bold, unexpected collaboration that celebrates flavor, fun and the spirit of both brands, and we’re excited to stir things up.” Ryan Pawling, senior brand manager at Campbell’s Chunky, added: “This is the ultimate flavor collaboration,” “Our fans love bold, unexpected taste experiences, and pairing Chunky’s hearty recipes with the iconic, malty flavor of PBR brings something totally unique to the soup aisle.” To celebrate the launch, Pabst Blue Ribbon and Chunky hosted a dive bar takeover at Ray’s Bar in New York City on Aug. 21, where attendees were among the first to try out the new soup and chili paired with an ice-cold PBR, snag exclusive collab merch and get “Chunky-fied” by an onsite caricature artist. The two brands also embarked on a food truck sampling tour at Walmart stores across the country to bring Pabst Blue Ribbon and Chunky fans the ultimate experience closer to home. The one-month-long experience featured a fusion of flavor and fun for consumers who wanted to stop by for a bite.
Hot honey, prickly pear and cherry bitters are three ingredients predicted to take off in the U.S. spirits category over the next 12 months, according to new Black Swan Data (BSD) research.
This prediction is based on the following growth in online conversations and social posts amongst Gen Z (aged 21-28) drinkers over the past two years:
- Hot honey: plus 36%
- Prickly pear: plus 22%
- Cherry bitters: plus 18%
These comfort-aiding ingredients are gaining traction among Gen Z drinkers — a health-conscious generation who don’t necessarily want to go teetotal, according to BSD. Instead, they are choosing beverage alcohol options that support their bodies, rather than work against them, the company says.
“Gen Z is not rejecting alcohol, they’re turning their backs on its side effects. Our data shows rising interest in fermented, botanical, and fiber-rich ingredients like hot honey, prickly pear and cherry bitters, respectively,” said Dannika Essl, BSD analyst, in a statement. “These ingredients help counteract the physical discomfort, such as bloating and gut disruption, that young drinkers often associate with traditional spirits.”
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