The Future of Drink Mixes

The drink mixes category is led by companies that are realistic and action-oriented when challenges outside of their control arise. Drink mix companies are staying the course of offering thirst quenching flavor profiles and products that mesh with healthier eating habits and activity levels that require more than water to replace electrolytes and beat dehydration.

“2023 is an exciting year for us, with numerous new product launches offering maximum value at a time when it matters most,” said Nancy Samani, Vice President of Licensing at The Jel Sert Company. “With limited budgets, consumers want to make purchases they trust will deliver on taste and quality. This has always been our focus with our leading drink mix brands, Wyler’s Light and Pure Kick, as well as licensed brands.”

At Jel Sert, regardless of economic challenges constraining virtually every corner of the manufacturing side of the industry, the company is dedicated to consistenly offering high quality products at fair and attainable prices. “We mixes with Church and Dwight offer meaningful levels of vitamins, electrolytes, and energy at an attainable price point. With these items, Jel Sert has proven that high-function products can still taste good.”

“Functionality continues to be a key growth driver in the drink mix category. At a time when price is a priority for consumers, we have always differentiated ourselves by offering functional drink mixes that don’t compromise on value or taste. Our Pure Kick brand is the No. 1 functional drink mix in the value channel, offering energy and hydration ‘for the rest of us’. Jel Sert has proven that high-function products can still taste good.”

— Nancy Samani, The Jel Sert Company

“Jel Sert holds licensed partnerships with leading CPG brands such as Skittles, Starburst, Jolly Rancher, Sunkist, Vitafusion, Welch’s, Hi-C, and many more,” Samani said. “Our licensed brands are trusted by consumers for flavor and quality, making for easy purchase decisions. We continue to build on these successful licensed programs with line extensions, including Skittles Wild Berry, Jolly Rancher Lemonade, and Starburst Duos Drink Mixes. We are proud of our licensed programs and have built long-term relationships by treating our licensed partners like family.” understand how important it is to earn and keep the consumer’s trust,” Samani said. “For us, that means sticking to our promise of making incredible products at an affordable price, even amid economic challenges such as inflation. We’ve been able to deliver on this promise for nearly a century, and we don’t plan on switching course anytime soon, regardless of economic headwinds.”

At the beginning of March, Celsius announced the launch of its latest flavor, Fantasy Vibe. To kick off the unveiling, the company hosted an oceanfront event complete with dinner, flaming cocktails and fire dancers against the backdrop of a social media-worthy sunset. The company’s new Sparkling Fantasy Vibe concoction is a mix between savory and sweet mandarin and marshmallow. Likened to an orangesicle, the Fantasy Vibe offers a burst of bright citrus followed by a not-too-sweet marshmallow after taste.

“Our commitment to our retailers is held up by how we operate,” she added. “Our vertically integrated manufacturing model allows us to control every aspect of the production process, including R&D, marketing, manufacturing, packaging, and delivery. This gives us more flexibility to control costs and offer the best value to all parties.”

Jel Sert has observed the entrance of more players in the drink mixes space and continues to stand apart from metoo and bandwagon competitors by melding functionality with refreshing and quenching flavor profiles. “Functionality continues to be a key growth driver in the drink mix category, with many new entrants coming in at higher price points,” Samani said. “At a time when price is a priority for consumers, we have always differentiated ourselves by offering functional drink mixes that don’t compromise on value or taste. Our Pure Kick brand is the No. 1 functional drink mix in the value channel, offering energy and hydration ‘for the rest of us’. Our Vitafusion Infusions licensed drink

“As innovation leaders, we bring trends from other categories to drink mixes,” she continued. “We have seen a lot of consumer excitement around co-branded flavor licenses, where brands are co-branding with licensed flavors to offer unique items to the category. We are excited about the launch of our co-branded Pure Kick and Jolly Rancher Drink Mixes, which combine the energy function of Pure Kick with the signature Jolly Rancher flavors consumers know and love.”

Manufacturers across industries are pragmatic in their expectation that 2023 will continue to experience economic hardships that can thwart the best laid plans of the most driven companies. Jel Sert’s long tenure in the industry has prepared them and taught company leaders to be less reactive and more communicative and resilient to continue moving forward. “Whether for function or flavor, Drink sticks offer a convenient form factor that will always satisfy a different need-state from a ready-to-drink beverage,” Samani said. “The overall consumer demand for convenience will not slow down, and the category growth rates are a testament to this.”

“As a company that's been in business for nearly a century, we have a long history of navigating economic challenges while at the same time remaining steadfast in our commitment to meeting consumer demands,” she added. “We are staying ahead of the curve by expanding our best-in-class powder stick capabilities, with additional production lines being added in 2023. We will continue to invest in our operational leadership, nurture our owned and licensed brands, and prioritize service to our customers and partners.”