August 2026

Shoppers stopped buying categories. They buy outcomes. Five implications for beverage innovators from FMI’s Power of Beverage 2026, with Circana data and Nichefire forecasting.

Seven brands made the package the campaign this week: Oscar Mayer’s hot dog cake, Chips Ahoy’s mystery flavor, Brach’s Summerween drop, Pepsi body care, C4 Sparkling Protein, Kylie’s Mood Stones, and Califia’s banana pair.