Synergy CHC Announces Appointment of Erik Shields as Vice President of Beverage

Core Insights - Synergy CHC Corp. has appointed Erik Shields as Vice President of Beverage, effective May 26, 2025, to enhance its beverage business strategy [1][2] - Shields brings nearly 20 years of experience in sales leadership within both alcoholic and non-alcoholic beverage sectors, previously serving as Director of C-Store Sales at Trilliant Food & Nutrition [2][3] - The company is focusing on expanding its flagship brain health brand, FOCUSfactor, into the functional beverage category with the launch of Focus + Energy Drinks, which are designed to meet rising consumer demand for health-oriented beverage options [3][5] Company Strategy - The appointment of Erik Shields is seen as a strategic move to accelerate growth in the beverage category, leveraging his expertise in national strategies and key account management [2][4] - Shields will oversee the go-to-market strategy, distribution, and brand execution for the new Focus + Energy Drinks, aligning with trends in mental performance and functional beverages [3][4] - Synergy's current brand portfolio includes FOCUSfactor, a brain health supplement, and Flat Tummy, a wellness brand aimed at women's nutritional needs [5]