Poppi meets Liquid Death. That seems to be basic premise of Killer Fruit, a prebiotic-infused juice entry devised by scion of Duane Reade drugstore fortune with a knack for TikTok videos honed via social media platform he'd earlier launched. With brand barely out in market yet in western NY, some of its animated videos have garnered well over 100K views so far. "Real fruits were harmed" in making of canned items, as one brand slogan assures consumers.

Count powdered energy brand Gamer Supps, which targets gamers and content creators, as next to make move into canned format. Announcing investment from gamer Jaren Smith, who goes by SMii7Y (pronounced "Smitty"), Austin-based marketer said it's planning first move into RTDs, with details on timing and formulation still close to the vest. Presumably the canned entries will riff off GG tub line and employ similar blend of nootropics, antioxidants, eyecare ingredients like lutein, and moderate caffeine dosage of the core powdered entries in flavors like Banana Propaganda and Kissy Kissy Passion. (The powders contain 100 mg organic caffeine.) Smith comes to mix as proven quantity, with Gamer Supps saying he's already driven more than 8-figures in revenue via prior collabs and product drops. That's strategy of Gamer Supps: as Vice noted, "it's a rite of passage for a growing VTuber to gain a Gamer Supps partnership, let alone snag a merchandise run via the company's Waifu Cups line." Smith is said to boast 13 mil subscribers and have generated 4.3 bil total views thanks to his "chaotic, hilarious gameplay moments and razor-sharp commentary," per announcement. Terms weren't disclosed but fans are being promised SMii7Y-branded flavors, merch and "chaotic content drops" in coming months. On bigger scale, as co noted, will be the RTDs.

Health & Human Services sec'y Robert F Kennedy Jr is making good on his longstanding antipathy to petroleum-based food dyes. Just as market closed, his team at HHS outlined plan to ban 8 petroleum-based dyes, augmenting initial move in Jan by outgoing Biden Administration to ban red dye #3. Some states have been moving on their own to ban ingredients, and numerous overseas governments ban or limit the ingredients. Critics of the ingredients argue that they confer no nutritional benefit and strictly serve a marketing function, even as they've been tied to cancer and hyperactivity in children.

Kingswood Capital Management and Performance Investment Partners, PE shops that entered definitive deal to acquire Vitamin Shoppe last week, are promising wide open door to new products as they get their hands around venerable nutritional chain whose owner Franchise Group had filed for bankruptcy protection last fall. Addressing the legions of supplement and other players that often ignite on ecomm, they urged that Vitamin Shoppe "is the perfect partner for emerging and growing brands that can benefit from access to over 650 retail doors and The Vitamin Shoppe's millions of loyalty members at a time in history when it is more important than ever for these brands to demonstrate success and traction in physical retail as well as online." The deal was for $193.5 mil, Kingswood confirmed to Retail Dive. The acquirers, both LA-based, anticipate that bankruptcy judge will rule on sale order about agreement close date of May 15.

"Paradise in every sip." That's premise of Honolulu-based Hawaiian Soda, a 12-oz sleek-can entry that uses flavors from all over the Pacific, as founders Caesar and Gina Ho explained at Expo a few weeks ago. Two years old now, the brand (which actually is presented as Hawaiian Soda Co on front panel) is moderately indulgent, with calorie range of 70-90 calories per can, and is offered in Lilikoi Lychee, Passion Orange Guava, Pineapple Citrus and Mango Sunset flavors. Sweetening is via juice, sugar and stevia, enabling a zero-added-sugar listing on ingredient panel. Artichoke inulin also is on ingredient bill. Line goes out at $2.49-2.99. With an assist from incubation firm GBS Growth Partners, the brand is currently sold in Hawaii, Calif, Texas and parts of Midwest, with retail partners including Central Market, Vons' Pavilions banner and Gelsons. In its core Hawaiian market, co relies on DSD partners including Ito En and Hansen, said Caesar, who came out of restaurant biz. Also being targeted are endemic foodservice accounts like poke and Hawaiian barbecue restaurants.

While both Coca-Cola and PepsiCo could be hurt by a 25% tariff on aluminum imports, Wall Street Journal has pointed to another tariff issue that poses a greater vulnerability for PEP than KO: Pepsi's reliance on Ireland for concentrate. "Pepsi was already losing the cola wars. The trade war isn't going to be much better," wrote Jnl. PEP is facing a 10% tariff on concentrate shipped from Ireland, whereas Coke, which also makes some concentrate in Ireland, is less exposed since it "makes most of the concentrate for its American sodas in Atlanta and Puerto Rico."

As so-called gut pops boom, brand called Waku Prebiotic Herbal Tea is attempting same play on tea side with prebiotic-infused line that's enjoying high velocity at Whole Foods' Northeast stores. After rebrand last Jun, Waku generated $600K in revenue in 2d half of year en route to what it anticipates to be $1.5 mil this year. Now it's in process of raising final $555K of $1.5 mil seed round on an $8 mil SAFE with 20% discount and 6% interest, with investors that include former Ahold USA CEO James McCann, longtime Vita Coco exec Michael "Goldy" Goldstein (key member of Vitaminwater team in his first bev job), Boston Harbor Angels, Chicago Booth Angels, Maine Angels and 37 other angels. Waku, of course, is plying similar strategy to entries like Halfday Tea, which similarly adds prebiotic functional layer to approachable iced tea category.