💙 Why FUL Is Betting On BLU

Becoming an Insider gives you full access to BevNET.com and Nosh.com, plus exclusive insights via the Insider-only Daily Briefing from our team of reporters. It’s more than a subscription—it’s a membership in a community of industry leaders, innovators, and trendsetters.

Join us on the Inside and be part of the driving force behind the industry’s top stories.

“I'm blue, Da ba dee da ba di.”

FUL Foods might not be blaring Eiffel 65’s classic song “A Decade In Blue” throughout its production facility, but the spirulina drink company hopes to be as pervasive as the 90s house hit after its rebrand.

Launched in the U.S. last April, Netherlands-based ingredient innovation company FUL Foods' first attempt at a sparkling spirulina beverage, FULwater, was initially positioned as a detoxifying drink. Yet, it found that after a half-year sold in retail, detox is often associated with “bad flavor” or a “fishy taste” by consumers.

That’s enough to cause a deep look inward.

BevNET Insiders can access the full story to learn how the company is FULly embracing its new positioning.

Today is Friday and you all know what that means…. It's new product gallery time! We’ve rounded up the hottest new products and packaged them up into a neat array. Here’s a sneak peek at what’s inside:

🥤Tru hopes to make a splash in the ever-growing prebiotic beverage category with its newest product, Tru Gutsy. The peach-flavored sparkling water is crafted with prebiotics, probiotics and fruit juice and has just 5 calories per 12 oz. can. 

☕BIGFACE, the coffee brand founded by NBA star Jimmy Butler, makes its first foray into the RTD space. Available in three varieties at launch – Original Oat Latte, Coconut Cinnamon Oat Latte and Ube Vanilla Oat Latte – the RTDs are made with the brand’s Doublestar coffee.

🧙Though many people (and brands!) are still focused on summer, some are already gearing up for spooky season. Enter Alani Nu, which is bringing back its Witch’s Brew energy drink flavor featuring notes of caramel apple. 

Check out the full new products roundup on BevNET.

Become a BevNET & Nosh Insider to unlock a world of exclusive benefits in just a few clicks:

• Exclusive Data Insights: Partnering with top industry data providers, we deliver quarterly reports on category performance, consumer behavior, key trends, innovative products, emerging subcategories, and more.
• Insider Daily Briefing: Get the inside scoop on the day’s top headlines, including investments, acquisitions, closures, and new product releases, along with exclusive editorial insights.
• Comprehensive Daily Coverage: Enjoy unlimited access to all content on BevNET.com and Nosh.com, including daily news, show coverage, and expert interviews.
• Special Discounts: Take advantage of savings on job listings and tickets for our live events, BevNET Live and Nosh Live.

• How Westrock is looking to turn a corner on its continued losses
• Data on the top growing spirits categories
• An update on the good news flowing into oat milk
• How heat, drought impacts junk food and soda sales

Become a BevNET & Nosh Insider to gain access to exclusive Insider-only newsletter content, as well as all digital content on BevNET.com and NOSH.com. Tap into our video archives, including Community Call and educational series, unlock event and job listing discounts, and engage with our community of  food and beverage professionals.