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]

Core Insights - Reed's, Inc. has launched a new Multifunctional Soda Line featuring four flavors aimed at health-conscious consumers, incorporating functional ingredients alongside organic ginger [1][2][3] Product Details - The new soda line includes flavors: Berry Bubbly, Strawberry Vanilla, Root Beer, and Lemongrass Ginger, each designed with functional ingredients [1][6] - Each can contains an average of 5g of sugar, 2000-5000mg of organic ginger, and 30-45 calories, positioning it as a healthier alternative to traditional sodas [3][6] Market Positioning - Reed's emphasizes its commitment to plant-based and functional ingredients, aiming to redefine the beverage category with a focus on health and wellness [2][3] - The company has established itself as a leader in the craft beverage market, with products sold in over 32,000 stores nationwide [5][6] Availability - The Functional Soda Line is currently available at Sprouts Farmers Market and will soon be accessible through other retailers and online platforms [4]