Between Drinks
The ultimate union
In a 2025 Innova Market Insights report titled “Beverage Flavor Trends in the US and Canada,” the market research firm notes that fusion beverage flavors have become a go to for their unique blend of familiar and adventurous tastes, while meeting consumers’ evolving palates and the desire for exciting, personalized experiences.
As part of Innova’s 360 research into beverage flavor trends — highlighting social media trends in the United States and Canada, Innova further notes that beverage flavor fusion displays buzz, with 43% of consumers expressing positive sentiment across social media and online platforms during the past year.
“Conversations around this flavor trend are especially prominent on social media platform X, where 59% of mentions come from males and 41% from females, primarily young millennials and Gen Z,” the report states. “When it comes to beverage flavor fusion, news receives the most mentions, while Pinterest generates the highest engagement. This highlights the growing appeal of innovative drink combinations, especially among younger, digitally active consumers, through creative flavors and targeted online strategies.”
(Image courtesy of The Kraft Heinz Co./Smoothie King)
Stirring up buzz around flavor fusion, HEINZ recently teamed up with Smoothie King to introduce The HEINZ Tomato Ketchup Smoothie, a first-of-its-kind ketchup-based smoothie, which blends real fruits with HEINZ Simply Tomato Ketchup.
“With new celeb-inspired smoothies dropping almost daily and millions of social media posts about smoothies in the past year alone — including thousands a day during the hot summer months — smoothies are clearly having a moment,” the company says.
The HEINZ Tomato Ketchup Smoothie blends sweet acai sorbet, apple juice, strawberries and tart raspberries with the taste of HEINZ Simply Ketchup, which is all-natural and made with red ripe tomatoes full of vitamins and antioxidants, the company notes. Launching during peak tomato harvest season, when HEINZ tomatoes are the ripest, the limited-edition smoothie is now available exclusively at select Smoothie King locations nationwide, while supplies last, it says.
“When we saw this cultural debate start gaining traction, we knew we had to weigh in with a resounding yes,” said Angie Madigan, vice president of elevation marketing at Kraft Heinz, in a statement. “The idea of a ketchup smoothie is provocative, and our top priority was landing a delicious tasting fruit smoothie with distinct yet well-balanced ketchup notes. The experts at Smoothie King helped make this dream a reality, and we’re absolutely thrilled with the final smoothie we created together. And like it does for any food — from burgers to fries to eggs — the slightly sweet and tangy taste of HEINZ Ketchup elevates this traditional fruit smoothie to new heights.”
Lori Primavera, vice president of R&D and product marketing at Smoothie King, added: “After months of meticulous R&D, testing and tasting, we landed on a savory-sweet blend that celebrates the tomato in all its glory. As always, our commitment to nutritious ingredients and our Clean Blends promise remain at the heart of every recipe — and this bold new blend is no exception.”
As far as what’s next in the realm of beverage flavor trends, Innova Market Insights notes that brands can focus on blending different beverage categories such as coffee-tea hybrids, juice-infused sodas, and alcohol-free cocktails with unique flavors.
“Taking inspiration from global tastes, brands can explore flavors such as yuzu from Japan, tamarind from Latin America, and hibiscus from the Middle East, tapping into cultural diversity,” it states. “By combining functional benefits like hydration, gut health and immune support with appealing flavors, brands can capture health-conscious consumers. Effective marketing and smart distribution strategies can further help establish a strong demand for these innovative beverages.”
Garage Beer, Jason Kelce Return with BREWMITE II
Garage Beer unveiled BREWMITE II, the second installment of the martial arts-inspired saga directed by Jordan Phoenix and starring NFL legend, Garage Beer co-owner, and newly minted fighter Jason Kelce. BREWMITE II blends over-the-top action, nostalgic grit and a surprising emotional arc as Kelce battles for glory, and maybe something more, the company says. Filmed at one location — an ancient, undisclosed dojo deep within Miami — BREWMITE II introduces new characters (including Travis Kelce, in his official Garage Beer film debut), harder hits, and deeper cuts into the ridiculous world of martial arts mayhem, it notes. “After filming Part One, the only thing I could think about was releasing Part Two,” Kelce said in a statement. “Sometimes I’d wake up in the middle of the night, drenched in sweat and in full GI. After splitting the headboard with a shuto-uchi, I knew we had to get this thing out for the fans — I simply couldn’t take the anticipation any longer. Bringing Trav into the mix was awesome. We grew up doing ridiculous martial arts moves on each other, and honestly, this wasn’t the first time one of us slapped the other.” The series rolled out across Garage Beer’s digital and social platforms, with trailers and recaps, behind-the-scenes content, and limited-edition throwback merch — including the return of the VHS tape, the company notes. Consumers were invited to attend the release party in Philadelphia this summer and get their hands on a VHS tape by following Garage Beer on Instagram and X for details on how to attend.
One delicious collaboration
Guinness and Van Leeuwen teamed up to churn out the ultimate ice cream collab with the launch of the “Lovely Day for a Guinness” ice cream, combining Van Leeuwen’s ultra-creamy ice cream with the flavor of Guinness mixed with rich chocolate chunks. Inspired by the classic “Lovely Day for a Guinness” ads of the 1950s, the aptly named limited-edition ice cream pays homage to that same legacy while offering a new way to enjoy the brand, it says. The flavor is packaged in a custom carton, drawing design cues from the limited-edition Guinness Draught Stout four-pack — available now on shelves nationwide — that reimagines the historic Guinness toucan art with a modern American twist. “We’re always looking for ways to bring the bold flavor of Guinness to life in new formats, offering a modern twist to a timeless classic,” said Karissa Downer, director of Guinness, in a statement. “This collaboration with Van Leeuwen captures the simple summer joys that sit at the heart of our ‘A Lovely Day’ campaign — like sharing a scoop of ice cream, a pint of Guinness, and time with the people who make those moments matter. It’s one more way to come together over a Guinness and enjoy your lovely days this summer.” The “Lovely Day for a Guinness” ice cream is available in 14-ounce pints at Van Leeuwen Scoop Shops nationwide for $11.15 or online at vanleeuwenicecream.com with shipping nationwide for $12 while supplies last.
A better-for-you treat
Natalie’s Orchid Island Juice Co. and King of Pops unveiled a first‑of‑its‑kind partnership to launch Sweet Greens, an ice pop made exclusively with Natalie’s 100% Pineapple Celery Kale Zinc Juice. “We’re excited to blend one of Natalie’s most popular clean‑label juices with King of Pops’ creativity to launch this special frozen treat,” said Ashley Lam, vice president of marketing, in a statement. “Sweet Greens is the perfect example of how two brands can unite their expertise, our premium craft juice and King of Pops’ popular pops, to offer consumers a refreshingly wholesome, premium summer treat.” Sweet Green Popsicle’s multi‑channel launch includes cart promotions, branded napkins, and King of Pops’ monthly yoga events. The seven‑city launch program features festival and event calendar placements to drive foot traffic and consumer awareness. Sweet Greens popsicles are available to purchase at King of Pops carts nationwide including Denver, Brunswick Beaches, Savannah, Charlotte, Atlanta, Winter Gardens and Chantilly, Va.
A new consumer study conducted by SPAR Group Inc. revealed that product availability is the single most important factor for shoppers when choosing to shop in-store, with 74% of respondents citing it as their top priority.
At the same time, 73% of shoppers identify out-of-stocks as a leading barrier to the in-store experience, underscoring the critical need for retailers to maintain well-stock shelves, the company says.
“The first rule of retail is that empty is always wrong. After decades of investment, inventory in-stock, Plan-o-Gram compliance and optimal replenishment remains elusive. Retailers and brands pay for data based on point-of-sale transactions as a proxy to monitoring inventory velocity, but this information is too late to make a difference,” said Mike Matacunas, president and CEO of SPAR Group, in a statement. “It’s like driving your car looking in the rear-view mirror.
“This shopper study underscores the impact of distorted inventory — disappointed consumers, lost sales, lower margins,” he continues. “I am encouraged by the trend toward digital shelf innovation, but cautious based on the consumer’s plans to navigate tariffs. We need to be bolder as an industry and embrace innovation. Great merchants test and learn.”
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