How do you formulate “fun” into a product? ONE Brands LLC, Charlotte, N.C., believes more consumers are nostalgic for products of their past, including fruity cereals. That led to this spring’s debut of the ONE Fruity Cereal bar, a high protein bar released as a limited-edition flavor.

“Throughout the past year, people have turned to nostalgic foods as an escape and way to connect to memories of their childhood,” said David Ziegert, ONE Brands president. “We created our newest flavor for everyone to have the perfect healthy and nostalgic choice. ONE Fruity Cereal bars delivers on the indulgent flavors of a sweet bowl of cereal in an adult form that is guilt-free and convenient.”

Like other ONE bars, ONE Fruity Cereal bars contains 20g of protein and 1g of sugar in a 60g portion. The product is gluten free and officials describe it as having “a smooth, creamy and slightly crunchy texture.”

ONE Fruity Cereal bars are available on ONE’s website, Amazon and in-store at Trader Joe’s and specialty retailers.

Breinfuel, Chicago, says its new BRÈINFÚEL line “evolves from coffees, energy drinks, and nootropics to help the brain respond with focus, alertness, and productivity.”

"Endurance means so many different things to people with various lifestyles, occupations and interests. Yet, the common desired effect is not the jolt offered by traditional caffeinated beverages, but rather sustainable cerebral stamina and high-performance energy," says company founder and product developer Dr. Gerald Horn, a Lasik surgeon with a background in pharmaceutical science.

"Whether you're a competitive bodybuilder, a frontline medical worker, or a stay-at-home mom of zoom-schooled children, our mental health is being zapped by today's challenges and demands,” he adds. “Consumers need a beverage that incorporates more functional benefits that enhance productivity and well-being."

Breinfuel comes in four flavors including Thrive Ice, Victory Bliss, Alpha Punch and Limitless Berry. The 12oz drinks are sold online and Horn says each bottle features a proprietary blend of natural caffeine from green coffee beans and green tea (along with their extracts), D-ribose sugar, collagen protein, MCT's, vitamin C, vitamin E, beet root, L-theanine, creatine, and zinc.

"Putting caffeine in water alone can create a toxic jolt to our system, which has contributed to caffeine's checkered past," concludes Dr. Horn. "Since caffeine is not energy or fuel, but rather a stimulant, it needs to be supported like one. Breinfuel's attention to these key principles resulted in four targeted blends that, for many, may redefine the caffeine experience."

This March saw PepsiCo introduce LIFEWTR Immune Support, the first product extension for the bottled water brand since its 2017 inception.

"Research has shown that consumers are increasingly prioritizing beverages with functional ingredients that support health and wellness, particularly those that aid normal immune function," said Zach Harris, vice president, Water Portfolio at PepsiCo Beverages North America. "Because we are committed to matching that demand with industry-leading innovation, we're thrilled to launch the LIFEWTR brand's first line extension, LIFEWTR Immune Support."

PepsiCo says LIFEWTR Immune Support delivers 10% of the recommended daily value of zinc to aid normal immune function. The LIFEWTR Immune Support bottle will feature a blue cap, a key differentiator from the original LIFEWTR.

LIFEWTR Immune Support (1L) is available at retailers nationwide.

Eat Your Grummies LLC, New York, N.Y., introduced Grummies, a four-item line of superfood gummies. Co-founders Nick Michlewicz and Colin Darretta say Grummies “is the first real gummy brand made with real ingredients, real superfoods, and real certifications—hence the extra 'R.'”

"Growing up, my herbalist and pharmacist mother raised me on natural superfoods, whether I like it or not. She fed me strange concoctions ranging from smoothies with chlorella and adaptogens to peanut butter sandwiches stuffed with garlic when I was sick. It felt like torture to a 7-year-old! It wasn't until I became an adult that I committed to a holistic diet, after seeing the enormous benefits it had on my father when he battled cancer," says Michlewicz. "When I met Colin, he was drained from the financial world and had begun to invest in his wellness journey. We bonded over our experiences and came together to develop Grummies, to make it easier for today's consumers to really want to improve their health routines with delicious superfoods."

"The wellness industry is here to stay, but many people have no interest in taking the same old pills and powders of yesteryear,” adds Darretta. “We set out to empower consumers to educate themselves on what is going in their bodies. Grummies are packed with pure and real superfoods that taste like clean candy, without any of those hard to pronounce artificial ingredients. Our goal is to provide a simple solution to getting a daily dose of superfoods in a way that maximizes the health benefits without compromising taste."

Grummies products are available online at eatyourgrummies.com and can be purchased in single bottles ($20/$22) or two-bottle bundle packs ($36/$40). PF