Bloom Nutrition, the wellness brand founded by Mari Llewellyn, a fitness and wellness influencer-turned-entrepreneur, is expanding into a new category — one that’s picking up steam this year: low-sugar, functional soda.

Enter Bloom Pop, a better-for-you, gut-supporting twist on traditional soda, unveiled at Expo West 2025, the West Coast’s annual natural and organic products trade show.

“What we do best at Bloom is reimagine wellness essentials with flavor and function,” Bloom co-founder Mari Llewellyn said. “Made with a scientifically-backed prebiotic and flavor we’ve perfected, Bloom Pop is our answer to what our fans feel the modern soda category is missing: a truly tasty and functional drink. We will continue to reach our community as we always have—by making it easier for them to bloom into their best selves.”

The new functional sodas will launch in five flavors, including Shirley Temple, Raspberry Lemon and Orange, and are expected to hit shelves around Labor Day at Walmart and other major retailers. The functional soda will contain 20 calories and 3-4 grams of sugar, aligning with the growing consumer preference for low-sugar options.

The Bloom brand has successfully captured the attention of Gen Z and millennials, particularly women interested in fitness and wellness. Many have followed its blonde founder and podcast host since 2017, when she posted a before-and-after photo on Instagram documenting her 70-pound weight loss — a transformational post in more ways than one, as it quickly cemented her status as a go-to source for fitness motivation and then CPG empire.

Nutrabolt, the company behind C4 Energy, made a significant minority investment in Bloom Nutrition last January, making it Bloom’s largest investor. At the time, Bloom Nutrition focused on supplements in the greens and superfoods category, including pre-workout blends, whey isolate proteins, collagen peptides, collagen creamers and blending accessories — all secured shelf space at major retailers like Walmart, Sam’s Club and Target. By July, Bloom Sparkling Energy hit the market, an energy beverage with prebiotics that sold over three million cans within its first two and a half months.

“Our partnership with Bloom is focused on driving beverage innovation and bringing Mari and Greg’s vision to life,” Nutrabolt chairman and CEO Doss Cunningham said. “Bloom Pop is a prime example of what we can accomplish together and further solidifies Bloom’s leadership in the beverage category.”

If 2024 kicked off the era of energy drinks, 2025 is shaping up to be the year of the great soda edit. 

Functional soda brand Poppi poured big bucks into a Super Bowl LIX commercial last month, poking fun at the traditional soda industry with an ad that showed young consumers tempted by soda but hesitating over its sugar content — before ultimately cracking open a can of Poppi’s colorfully-branded prebiotic soda instead. The company sells low-sugar functional sodas in eight flavors, including Classic Cola, Doc Pop and Lemon Lime.

Olipop, another low-sugar functional soda brand touting beverages with prebiotics, plant fiber and botanical extracts, recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. The brand plans to expand its already extensive flavor line-up and retail presence.

Other contenders in the healthier soda category include Slice soda brand, which was acquired by Suja to give it a healthy makeover with the addition of pro, pre and post-biotics and Culture Pop Soda, a soda alternative with live probiotics, which landed a $21 million investment last year.

If there was any doubt that the healthy soda trend isn’t just a passing fad, look no further than an industry titan like Coca-Cola launching its own take on the prebiotic soda category with Simply Pop.

“We found that consumers, especially wellness-focused Gen Z-ers and millennials, were really interested in juice and prebiotic sodas,” said Becca Kerr, CEO of Nutrition at Coca-Cola.

The new fruit-forward line contains 25-30% real fruit juice from concentrate, includes Vitamin C and zinc, and has no added sugar. Interestingly, it pulls from Simply, which originally launched as an orange juice brand in 2001. Coca-Cola believes the brand recognition will resonate with those who are “curious” about prebiotic sodas but haven’t yet taken the leap. 

“Gen Z grew up with this brand,” noted Terika Fasakin, Simply’s North America brand senior director. “They don’t remember a world where Simply doesn’t exist, and it’s the juice they’ve seen in the fridge throughout their lives, so it has a particular tug on their heartstrings.”

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Celsius Holdings has struck a deal to acquire energy drink brand Alani Nutrition, maker of Alani Nu beverages, for $1.65 billion comprised of cash and stock.

Alani Nu, co-founded in 2018 by entrepreneur and fitness influencer Katy Schneider, offers protein shakes and bars, gummy snacks, “Balance Capsules” and pre-workout powders in flavors such as Cosmic Stardust, Galaxy Lemonade and Hawaiian Shaved Ice.

“Celsius is at a defining moment in the better-for-you, functional lifestyle products movement, and we are thrilled to welcome Alani Nu to the Celsius family,” Celsius CEO and chairman John Fieldly said. “We have deep respect for the strong community of supporters and fans Alani Nu has developed and the authentic brand and partnerships they have formed. Together, we expect to broaden the availability of Alani Nu’s functional products to help more people achieve their wellness goals with great-tasting, functional product options at more moments throughout their lives.”

Celsius just released its Q4 and full-year 2024 financial results, reporting $1.36 billion in revenue and a 22% year-over-year increase in retail sales, driven by growing demand for functional, better-for-you products.

“As Alani Nu enters this next chapter with Celsius, I have full confidence that they are the best partner to enhance Alani Nu’s growth and success while staying true to what makes it so special,” Schneider said. “I’m incredibly proud of everything we’ve built and beyond grateful for this amazing community who made it all possible. I’m thrilled for Alani to reach new heights.”

While Alani Nu has the female consumer demographic on lock, the energy drink wars may soon begin to brew as Anheuser-Busch, 1st Phorm and UFC CEO Dana White are set to launch an energy drink line this summer.

Prebiotic Soda Gains Momentum

Another area to watch in the beverage space? The rebranding of soda.

And for anyone who thought healthier-for-you beverages and snacks are passing trend, industry titan Coca Cola is even on board, announcing this week that it’s jumping on the prebiotic soda train with Simply Pop, a line of fruit-forward beverages comprised of prebiotic fiber, Vitamin C and Zinc. The new product is slated to hit shelves later this month in select regions and online via Amazon Fresh.

Simply Pop will go head-to-head with functional soda brand Olipop, which recently secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion. Meanwhile, prebiotic soda brand Poppi recently invested ad dollars for a Super Bowl LIX spot and Slice soda brand (which was acquired by cold-pressed juice brand Suja) is currently undergoing a healthy makeover.

On the retailer front, Target is doubling down on wellness this year as it stocks its shelves with more than 2,000 nutrition, personal care, and better-for-you food and functional beverage options—including Celsius and Alani Nu products.

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Functional soda brand Olipop—which has revitalized the soda category with drinks touting prebiotics, plant fiber, botanical extracts and minimal sugar—has secured a $50 million investment from J.P. Morgan Private Capital’s Growth Equity Partners, bringing its valuation to $1.85 billion.

The raise will support Olipop’s product development, marketing efforts and distribution channels as the “better-for-you” beverage brand ramps up its retail presence.

Olipop also plans to add to its classic flavor line-up, which currently includes Vintage Cola, Classic Root Beer, Classic Grape and Cream Soda. Other flavors offered are Doctor Goodwin, Cherry Vanilla, Banana Cream, Watermelon Lime, Peaches & Cream, Cherry Cola, Ridge Rush, Strawberry Vanilla, Orange Squeeze and more.

Last year, Olipop scored the title of official functional beverage of the LA Clippers & Intuit Dome. 

“It’s staggering and thrilling to have achieved a $1.85 billion valuation after just five to six short years in market; a testament to the innovation breakthroughs and momentum we have demonstrated as the founders of the modern soda category,” Olipop CEO, co-founder and formulator Ben Goodwin said. “It’s an honor to work with J.P. Morgan Private Capital’s Growth Equity Partners on this next phase of our adventure as we expand our reach across the U.S. and advance our mission of getting healthier soda to as many consumers as possible.”

Goodwin co-founded Olipop alongside David Lester in 2018. Since its launch, the brand has attracted a slew of celebrity investors, including Mindy Kaling and Priyanka Chopra and ClassPass founder Payal Kadakia Pujji.

Christopher Dawe, managing partner of J.P. Morgan Growth Equity Partners, noted that Olipop is one of the fastest-growing beverage companies to reach this scale as it redefines the beverage category with a premium alternative that today’s health-conscious consumer appreciates.

Dawe will join the company’s board of directors as part of the transaction while former Coca-Cola exec Mel Landis has been appointed Olipop’s president.

‘The brand’s authenticity, mission-driven team and enormous market opportunity resonated with us,” Dawe said. “We look forward to supporting Olipop through its next phase of growth.”

While the beverage market is crowded with energy drinks, the functional and prebiotic soda space remains relatively small—for now. Olipop competitor Poppi recently invested ad dollars for a prime-time spot during Super Bowl LIX, and last year, Slice soda brand was acquired by Suja to give it a healthier overhaul by adding pro, pre and post-biotics. Culture Pop Soda, another healthier soda alternative with live probiotics, also scored a $21 million investment in 2024.

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CrossFit is welcoming PBfit as the official peanut butter of CrossFit Games, giving the peanut butter brand widespread visibility to a consumer base hungry for healthier food options.

The brand, owned by Utah-based BetterBody Foods, has made a name for itself due to its commitment to ingredient sourcing and its peanut butter powder, which offers a low-calorie alternative to one of America’s favorite foods.

PBfit will have sponsorship rights throughout the 2025 CrossFit Open and CrossFit Games Finals and will proudly adorn the “Official Partner of the CrossFit Games” badge to select products.

“CrossFit thrives on simplicity and integrity in pursuit of peak performance. PBfit’s clean, protein-rich nutrition exemplifies this ethos, delivering uncompromised quality through meticulous sourcing—fueling athletes to excel both in training and in life,” said Greg Schwartz, vice president of global partnerships. “We are excited for this new partnership with PBfit as it exemplifies exactly the types of companies we love to bring into the CrossFit ecosystem and community.”

The brand also has a new protein bar in the pipeline, which will launch next month and become the official protein bar of the CrossFit Games. The bar touts a macronutrient profile of 40% carbs, 30% protein and 30% fat.

“I’m a huge fan of CrossFit and everything it stands for,” BetterBody Foods and PBfit CEO and founder Stephen Richards said. “It promotes not just fitness but a holistic approach to health—combining nutrition, flexibility, cardiovascular, and strength training. PBfit and CrossFit are a perfect FIT, and I’m beyond excited to partner with this incredible community.”

PBfit is launching a CrossFit Games sweepstakes in conjunction with the 2025 CrossFit Open, where winners will receive a year’s supply of PBfit products, tickets to the 2025 CrossFit Games and several additional surprises. 

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Every year, brands pour millions into Super Bowl ads to capture attention, drive consumer spending and spark conversation. While beer and chips still dominate, this year’s lineup reflected a subtle cultural shift—one that embraces wellness, smarter choices and demands we take female athletes seriously.

Here are five standout ads from Super Bowl LIX that pushed the wellness movement forward in several categories:

Liquid Death

Ready to “murder your thirst”? Liquid Death, the canned water and beverage company valued at $1.4 billion, has turned drinking water into a rebellious, eco-conscious act. With killer packaging that could make an innocent bystander do a double take, Liquid Death has tapped into Gen Z and millennials’ sustainability preferences with infinitely recyclable cans filled with water from American mountain ranges.

In its 30-second Super Bowl spot, Liquid Death showcased how its canned water is the perfect way to stay hydrated—playfully highlighting that it’s “Safe for Work” as a pilot, surgeon, judge, and police officer cracked open cans.

The brand’s lineup includes still and sparkling water, soda-flavored sparkling water with one-tenth the sugar of traditional sodas, low-sugar iced tea with agave and Death Dust—a line of hydration powder sticks.

Nike

Activewear and sports equipment leader Nike debuted a powerful new message during Super Bowl LIX: “So Win.” The ad celebrates women athletes while spotlighting the challenges they face, from being told how to act to dealing with constant criticism. The message? Tune out the noise and win anyway.

The 60-second spot features standout athletes, including Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson.

“At Nike, we make sure the athlete is at the center of everything we do, from product creation to storytelling,” Nike chief marketing officer Nicole Graham said. “We are at our best when we are representing the voice of the athlete, and their voice becomes our voice. This brand anthem, featuring elite Nike athletes, is a perfect example of how we can inspire everyone to win, whatever that means for them.”

Poppi

Poppi took a gentle aim at the soda and energy drink industry in a 1:00 Super Bowl ad, showing young consumers wrangling with the decision to drink a soda but are on the fence due to the sugar content.

They are then quickly encouraged to “get a Poppi,” a line of colorfully packaged gut-friendly prebiotic beverages that are low in sugar and come in eight flavors, including Classic Cola, Doc Pop and Lemon Lime.

Hims & Hers

Health and wellness telehealth platform Hims & Hers aired one of the more controversial ads during Super Bowl LIX—its first-ever “big game” spot—reminding viewers that 74% of Americans are overweight.

Standing out amid a lineup of ads for chips, beer, and candy, Hims & Hers tackled the obesity public health crisis and the ongoing challenges in accessing weight loss treatments, including medications, in its one-minute ad.

“There are medications that work, but they’re priced for profits, not patients. This system wasn’t built to help us. It was built to keep us sick and stuck. But not anymore.”

The ad then showcased Hims & Hers’ offerings, including affordable, U.S.-formulated weight loss medications and personalized treatment plans.

NFL Flag 50

In another nod to female athletes, NFL Flag 50 ran a two-minute ad promoting the push to make girls’ flag football a varsity sport in all 50 states. The ad opens at a high school in 1985, where varsity football players in letterman jackets strut down the hallway, bullying whoever is in their path.

“Girls don’t play football,” one of them, Chad, says to a female classmate wearing a jersey and holding a football.

“They do where I’m from,” she fires back before launching the ball at him. She is then seen trying out for the girls’ varsity football team, ultimately facing off against the guys—and winning.

The ad then closes with a statement to leave the past behind and move forward with making the sport available for girls nationwide.

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Superfood and supplement brand Ancient Nutrition has been acquired by Wellful Inc., and the deal appears to be just the start for the health and wellness platform’s omnichannel ambitions.

Wellful secured Ancient Nutrition from VMG Partners, Hillhouse Investment, and other investors, bolstering its portfolio that features prominent brands such as Nugenix, Jenny Craig, Nutrisystem, Peptiva, Instaflex, Super Beta Prostate and Doctors’ Preferred. 

“The acquisition of Ancient Nutrition establishes Wellful as the largest independent vitamin, mineral and supplement platform in North America,” said David Gassko, a partner at Kainos, the private equity firm backing Wellful. He added that Wellful continues to have “amply dry powder” to invest in its brand portfolio, including future acquisitions.

Ancient Nutrition CEO Colt Morton will remain at the helm of the superfoods and supplement brand, which sells collagen, protein and active nutrition products, as well as probiotics, vitamins and minerals.

“Partnering with Wellful marks an exciting new chapter in our journey,” Morton said. “Wellful’s resources and our shared vision for innovation position Ancient Nutrition to bring our mission to even more people while staying true to the values and culture that have brought us here.”

Wellful CEO Brandon Adcock noted that the brand has considerable future growth potential.

“Ancient Nutrition fundamentally stands for something within the industry and delivers real results to its customers,” Adcock said. “We’re very excited to further strengthen the brand and to expand the product portfolio that customers have come to know and trust.”

Capitalizing on Healthier Options

Supplements are among the key trends industry experts predict will see significant growth in 2025. The category has certainly captured the attention of Gen Z, who are increasingly reaching for pre-workout blends, often inspired by fitness influencers dominating social media. Beyond Gen Z consumers, an overall interest in healthier foods and beverages have set the stage for nutrition, ready-to-drink and “better for you” food categories to emerging as a focus area for investors and industry titans.

In 2024, Keurig Dr Pepper made a play for energy drink and nutrition supplement brand Ghost, while Simply Good Foods Co. acquired Only What You Need (OWYN), a plant-based and ready-to-drink protein shake brand, for $280 million. In a similar deal, Molson Coors secured a majority stake in Zoa energy drinks.

Prenetics, a health sciences biotech company that co-launched IM8 with David Beckham, followed suit, acquiring Europa Sports Partners, one of the largest sports nutrition distributors, which includes supplements and sports drinks. In the food sector, PepsiCo acquired Siete for $1.2 billion, eager to add its flavorful Mexican-American food products (many of which are Whole-30 approved) to its massive portfolio.

And while keto-friendly and high-protein brand Magic Spoon hasn’t yet been acquired, it has likely piqued the interest of major food corporations. In the meantime, the colorful breakfast food and snack brand has just introduced its healthier spin on granola.

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Magic Spoon, a newer better-for-you cereal brand that is high-protein and grain-free, is giving granola a makeover with its newly introduced Magic Spoon Protein Granola.

While granola may be a tasty breakfast option, it has long been known for its high sugar content – until now. Magic Spoon has integrated nuts and seeds into its gluten and soy-free Protein Granola and contains just 2 grams of sugar and 7-8 grams of protein. 

“Our Protein Granola is everything you love about granola without the compromise,” Magic Spoon co-founder Gabi Lewis said. “Building on the excitement our fans have for our cereal, we’re thrilled to introduce a delicious new way to fuel up in the morning or on the go. This product is designed for those seeking a satisfying option that aligns with their health and wellness goals, delivering the perfect balance of taste and nutrition.”

The new cereal is available in four flavors: Honey Almond, Peanut Butter, Dark Chocolate Almond and Mixed Berry and can be found at its website, Amazon.com and in Walmart and Target stores. 

Launched in 2019, Magic Spoon has grown from a direct-to-consumer startup to its products being on the shelves of over 20,000 stores – and is commonly found in the healthier aisles of grocery stores.

Food giants have scooped up brands that are health-focused in recent months, especially as consumers are more keen to reach for foods that are lower in sugar and higher in protein. Could Magic Spoon be next? it’s possible, consider recent deals. PepsiCo acquired family-founded Siete last fall for $1.2 billion around the same time as Keurig Dr Pepper secured functional energy and supplement brand Ghost in $1 billion-plus deal. Superfood brand Bloom, launched by fitness and wellness influencer Mari Llewellyn, also landed an investment in 2024 from Nutrabolt, handing the C45 maker a 20% stake in the popular brand.

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1440 Foods has acquired the protein bar brand FitCrunch, adding to its sports and active nutrition brand portfolio which includes Pure Protein, MET-Rx, and Body Fortress. FitCrunch CEO Patrick Cornacchiulo will now lead 1440. 

The financial terms of the deal weren’t disclosed.

The protein bar brand, founded in 2012 by Bakery Barn and celebrity chef Robert Irvine, includes powders, baked bars, and wafer bars. 4×4 Capital acquired the business in 2021.

“FitCrunch has cemented its position as a leading active nutrition brand through strong performance across retail channels in a highly fragmented and growing market,” Cornacchiulo said. “We are thrilled to join the 1440 Foods platform and to bring together two talented teams with deep experience in the nutrition category, retail, branding, and manufacturing. FitCrunch and 1440 products enjoy industry-leading loyalty, and combining our portfolios and innovation capabilities will help reach more consumers on more occasions and in more channels. I look forward to leading the company through its next chapter of growth.”

Irvine noted that he’s thrilled for FitCrunch’s next chapter. 

“Since entering the market in 2013, this brand has always been about creating delicious, high-quality nutrition that people can trust, and I’m excited to continue building on that mission with our new partners,” he said. “Together, we’re poised to bring FitCrunch to even more people who want great-tasting options that fuel their best lives.”

Alex Medicis, 4×4 Capital co-founder and chairman of the 1440 Foods board of directors, stated that FitCrunch is helping share the future of ‘better for you’ options. 

“Active nutrition is one of the fastest growing categories within grocery as more people look for flavorful and functional nutrition – whether in the gym, at home, or on the go,” Medicis said. “We look forward to working with Patrick and the team to further our mission of helping consumers in their search for a healthier lifestyle.”

This year, several “better-for-you” brands have attracted attention from companies looking to enhance their portfolios to meet the growing consumer demand for healthier options across food and beverages. 

PepsiCo recently acquired Mexican-American brand Siete Foods, known for its grain-free products, for $1.2 billion. Simply Good Foods also completed its acquisition of Only What You Need (OWYN), a plant-based ready-to-drink protein shake brand, for $280 million this year. Additionally, Nutrabolt, the maker of C4 energy drinks, purchased a 20% stake in superfoods brand Bloom Nutrition. Most recently, Keurig Dr Pepper has entered into a definitive agreement to acquire Ghost Lifestyle and Ghost Beverages LLC, a sports nutrition brand loved by Gen Z.

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