Latest news with #functionalbeverages
Globe and Mail
4 days ago
- Business
- Globe and Mail
Yerbaé Partners with National Foodservice Provider, Guckenheimer
New partnership brings Yerbaé's functional beverages to Guckenheimer's national café & market business and expands reach for Safety Shot at the conclusion of the companies' merger SCOTTSDALE, Ariz., May 27, 2025 (GLOBE NEWSWIRE) -- Safety Shot, Inc. (Nasdaq: SHOT) ('SHOT', "Safety Shot', or the 'Company'), a wellness and dietary supplement company, announces its acquisition partner, Yerbaé Brands Corp. (TSX-V: YERB.U; OTCQX: YERBF) (' Yerbaé ' or the ' Company '), a plant-based functional beverage company has entered into a strategic distribution partnership with Guckenheimer, a premier national food service operator. With over 480 market and café locations across 34 states, Guckenheimer serves some of the most recognizable companies, including Google, Texas Instruments, and Duolingo. This partnership significantly expands Yerbaé's footprint in corporate dining, bringing functional beverages with cleaner ingredients to workplaces nationwide while seeking to potentially expand the reach of Safety Shot Inc. (' Safety Shot '), Yerbae's acquisition partner, within the larger food and beverage vertical following the closing of the proposed transaction. 'Guckenheimer is such a respected and influential partner and we a proud to expand into such a prestigious organization' said Todd Gibson, co-founder and CEO of Yerbaé. 'Expanding our presence in corporate dining has been a long-term vision, and this collaboration allows us to introduce more people to our plant-powered beverages. We're excited to fuel Guckenheimer's customers with great-tasting, functional energy.' To drive this expansion, Vistar, a division of Performance Food Group, will leverage its nationwide distribution network of 18 strategically located centers to ensure the seamless and efficient delivery of Yerbaé products to Guckenheimer locations across the country. For more information on Safety Shot's proposed acquisition of Yerbaé, see the Company's news release dated January 8, 2025 and proxy circular dated May 5, 2025 filed under its profile on SEDAR+ at Expanding Product Availability and Empowering Consumers Guckenheimer will feature Yerbaé's 12-ounce energy line, including Mango Passionfruit, Watermelon Strawberry, Black Cherry Pineapple, Raspberry Sorbet, and Peachy Mimosa Twist. Additionally, Guckenheimer will carry Yerbaé's original unsweetened seltzer line, including Açaí Blueberry, Orange Cherry Pineapple, and Pomegranate Berry. This collaboration marks a significant milestone in Yerbaé's mission to provide better-for-you, plant-based beverages to consumers nationwide. Yerbaé Brands Corp. Founded in 2017 by Todd Gibson and Karrie Gibson, Yerbaé Brands Corp., (TSX-V: YERB.U; OTCQX: YERBF) is disrupting the functional beverage marketplace with great tasting, zero sugar, zero calorie beverages, while using plant-based ingredients that are designed to meet the needs of the wellness forward consumer. Harnessing the power of nature, Yerbaé's key ingredient (yerba mate, a South American herb) is known to produce 196 different vitamins, minerals and nutrients as well as caffeine. By combining yerba mate with its premium ingredients and flavors, Yerbaé provides consumers with a no compromise functional beverage solution. All Yerbaé beverages are zero calorie, zero sugar, non-GMO, and gluten free. Find us @DrinkYerbaé on Instagram, Facebook, Twitter and TikTok, or online at About Safety Shot, Inc. Safety Shot, Inc., a wellness and dietary supplement company, has developed Sure Shot, the first patented wellness product on Earth that lowers blood alcohol content by supporting its metabolism, while boosting clarity, energy, and overall mood. Sure Shot is available for purchase online at and Amazon. The Company is introducing business-to-business sales of Sure Shot to distributors, retailers, restaurants, and bars throughout 2025. Contact Information: For Yerbae Investors: investors@ 480.471.8391 Todd Gibson,CEO todd@ 480.471.8391 For Safety Shot Investor Relations: CORE IR 516 222 2560 investors@ Media Contact: CORE IR Jules Abraham 516 222 2560 julesa@ Neither TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release. Forward-Looking Statements This press release contains certain forward-looking statements within the meaning of the applicable securities laws. All statements other than statements of historical facts contained in this press release are forward-looking statements, including, but not limited to, statements regarding Guckenheimer's ability to help Yerbaé grow its presence both nationwide and in the corporate dining space, Yerbaé's ability to capitalize on growing consumer demand for plant-based, better-for-you alternatives in the beverage sector, particularly within Vistar's network. These forward-looking statements generally are identified by the words 'believe,' 'project,' 'expect,' 'anticipate,' 'estimate,' 'intend,' 'strategy,' 'future,' 'opportunity,' 'plan,' 'may,' 'should,' 'will,' 'would,' 'will be,' 'will continue,' 'will likely result,' and similar expressions. These forward-looking statements are subject to a number of risks, uncertainties and assumptions, including, but not limited to, Yerbaé's inability to grow its presence nationwide or within the corporate dining sector and, in connection therewith; its ability to capitalize on the growing demand for plant-based, better-for-you alternatives in the beverage sector; changes in applicable laws or regulations; the possibility that Yerbaé may be adversely affected by other economic, business, and/or competitive factors; and other risks and uncertainties not in the direct control of the Company. Moreover, Yerbaé operates in very competitive and rapidly changing environments. Because forward-looking statements are inherently subject to risks and uncertainties, some of which cannot be predicted or quantified and some of which are beyond Yerbaé's control, you should not rely on these forward-looking statements as predictions of future events. Forward-looking statements speak only as of the date they are made. Yerbaé gives no assurance that it will achieve the expectations stated herein. Readers are cautioned not to put undue reliance on forward-looking statements, and except as required by law, Yerbaé assumes no obligation and do not intend to update or revise these forward-looking statements, whether as a result of new information, future events, or otherwise.
Globe and Mail
4 days ago
- Business
- Globe and Mail
From Gut Health to Recovery Drinks, This Category Is Just Getting Started
Equity Insider Issued on behalf of Safety Shot, Inc. VANCOUVER, BC, May 27, 2025 /CNW/ -- Equity Insider News Commentary – As consumer preferences continue to shift, refreshment is no longer just about quenching thirst—it's increasingly about delivering benefits. Functional beverages, which offer everything from clean energy and hydration to mood and immunity support, are emerging as one of the most dynamic segments in the industry. RBC Capital Markets' Nik Modi identifies the category as a key growth engine over the next five years, while projections from Research and Markets and InsightAce Analytic forecast the market could grow to as much as $618.8 billion by 2034. With rising interest in temporary abstinence, mindful consumption, and non-alcoholic options, legacy beverage makers are taking notice. Among the brands gaining ground in this space are Safety Shot, Inc. (NASDAQ: SHOT), The Coca-Cola Company (NYSE: KO), PepsiCo, Inc. (NASDAQ: PEP), The Kraft Heinz Company (NASDAQ: KHC), and Oatly Group AB (NASDAQ: OTLY).
Associated Press
4 days ago
- Business
- Associated Press
From Gut Health to Recovery Drinks, This Category Is Just Getting Started
Equity Insider News Commentary Issued on behalf of Safety Shot, Inc. VANCOUVER, BC, May 27, 2025 /PRNewswire/ -- Equity Insider News Commentary – As consumer preferences continue to shift, refreshment is no longer just about quenching thirst—it's increasingly about delivering benefits. Functional beverages, which offer everything from clean energy and hydration to mood and immunity support, are emerging as one of the most dynamic segments in the industry. RBC Capital Markets' Nik Modi identifies the category as a key growth engine over the next five years, while projections from Research and Markets and InsightAce Analytic forecast the market could grow to as much as $618.8 billion by 2034. With rising interest in temporary abstinence, mindful consumption, and non-alcoholic options, legacy beverage makers are taking notice. Among the brands gaining ground in this space are Safety Shot, Inc. (NASDAQ: SHOT), The Coca-Cola Company (NYSE: KO), PepsiCo, Inc. (NASDAQ: PEP), The Kraft Heinz Company (NASDAQ: KHC), and Oatly Group AB (NASDAQ: OTLY). Analysts at NIQ attribute the category's momentum to three converging trends: increasing demand for wellness, a wave of ingredient-focused product innovation, and a rising emphasis on targeted health benefits. Even premium hospitality venues are adjusting their menus to meet the surge in demand for non-alcoholic drinks with functional ingredients—reflecting a broader shift in how consumers approach health, socializing, and performance. Safety Shot, Inc. (NASDAQ: SHOT) is entering a pivotal new phase in its growth story, fueled by the transformative acquisition of Yerbaé Brands Corp.—a high-growth functional beverage company with national retail reach and a portfolio built around clean-label, plant-based energy drinks. The strategic move marks a dramatic scale-up opportunity for Safety Shot, with management forecasting a 1000% increase in 2025 revenue compared to 2024. For investors, it represents a doubling down on the company's vision: delivering innovative wellness solutions that serve both performance and prevention. 'Yerbae's outstanding performance and proven track record in key markets offer Safety Shot a unique opportunity to scale our operations, expand our retail reach and capitalize on new opportunities while increasing revenue right out of the gate,' said Jarrett Boon, CEO of Safety Shot. 'This acquisition not only enhances our portfolio but also solidifies our commitment to delivering innovative health and wellness solutions to consumers nationwide.' Yerbaé brings substantial firepower to the table. Its yerba mate–infused drinks are zero sugar, zero calorie, non-GMO, and gluten-free, with broad appeal to wellness-minded consumers. In 2024, the brand delivered strong retail growth across major banners like Kroger, Sprouts, and club store giants, with expanding placements in convenience stores and corporate food service accounts such as Google, Amazon, and Uber. Yerbaé's distribution footprint—anchored by partners like Anheuser-Busch InBev SA/NV (NYSE: BUD) and Molson Coors Beverage Company (NYSE: TAP)—gives Safety Shot immediate access to a national retail and wholesale network that would take years to build organically. This added muscle now surrounds Safety Shot's flagship product: Sure Shot®, the first patented wellness beverage designed to actively support the body's natural ability to lower blood alcohol content. It's a functional innovation aimed at a very real problem—enabling consumers to enjoy their evening while minimizing next-day effects. Sure Shot's formulation is backed by peer-reviewed human trials published in the Journal of Nutrition and Dietary Supplements, which showed reductions in both blood and breath alcohol markers, along with improvements in mental clarity and overall mood. Since launching its rebranded product in late 2023, Safety Shot has made rapid strides in visibility and consumer uptake. Multiple sellouts on Amazon signaled early demand, and retail availability has since expanded to GoPuff, Albertsons, Vons, and 7-Eleven. A new stick-pack format—designed for portability and merchandising flexibility—has opened up additional placement opportunities while improving unit economics. On the regulatory front, Safety Shot continues to fortify its position with intellectual property protections. A new patent granted in 2024 expands coverage of its proprietary blend, creating a stronger moat around its market position as interest in next-day wellness solutions continues to grow. The IP portfolio enhances both consumer trust and potential valuation multiples as the category matures. Strategically, the company is evolving beyond its early influencer-led campaigns toward a more disciplined, ground-up marketing model. That includes targeted partnerships within the alcohol and nightlife ecosystems, retail activation strategies at the point of consumption, and deeper grassroots engagement to build a loyal customer base. The acquisition of Yerbaé accelerates this strategy dramatically—extending reach into adjacent beverage categories and broadening the company's relevance to multiple consumer types. Meanwhile, Safety Shot is also pursuing long-term shareholder value creation through the spinout of Caring Brands Inc., a subsidiary positioned for separate market growth. As part of the program, two million shares are being allocated to existing shareholders, with the eligibility window extended into the second half of 2025. It's a value-add initiative aimed at rewarding early supporters while diversifying the company's long-term potential. With a patented core product, clinical backing, retail momentum, and now a transformative acquisition to drive scale, Safety Shot is beginning to evolve from a single-product innovator into a broader platform brand for functional performance and recovery. Its focus remains clear: deliver results that help people feel better, think clearer, and live more intentionally—without sacrificing their social lives. CONTINUED… Read this and more news for Safety Shot at: Earlier this year, The Coca-Cola Company (NYSE: KO) entered the booming prebiotic soda market with Simply Pop, a new fruit-forward beverage line under its trusted Simply brand. 'We found that consumers, especially wellness-focused Gen Z-ers and Millennials, were really interested in juice and prebiotic sodas,' said Becca Kerr, CEO of Nutrition at The Coca-Cola Company. 'And since many brands in this category are new, they were looking to align with names they know and trust for both quality and taste.' Made with 6 grams of prebiotic fiber and enriched with Vitamin C and Zinc, the drinks support gut and immune health with no added sugar and 25–30% real fruit juice. Initially launching in select regions and on Amazon Fresh, Simply Pop is rolling out nationally throughout 2025. Not missing out on the trend, PepsiCo, Inc. (NASDAQ: PEP) has officially acquired poppi, a vibrant functional soda brand known for its prebiotic ingredients, fruit juice, and low sugar content. 'poppi represents a compelling strategic fit within our short- and long-term vision for the future of beverages,' said Ram Krishnan, CEO of PepsiCo Beverages U.S. 'Its rapid growth, strong consumer engagement, and differentiated functional positioning make it a dynamic addition to our portfolio.' The $1.95 billion deal reflects PepsiCo's commitment to reshaping its portfolio with wellness-oriented, culturally relevant brands. poppi's distinctive voice, social media success, and rapid retail expansion make it a natural fit for PepsiCo's long-term strategy. The brand will benefit from PepsiCo's distribution and marketing capabilities as it continues to grow its consumer base in the functional beverage space. In March, The Kraft Heinz Company (NASDAQ: KHC) launched Crystal Light Vodka Refreshers, a new ready-to-drink cocktail positioned as the lowest-calorie offering in the RTD category. Each can delivers just 77 calories, zero sugar, and 3.8% ABV, appealing to consumers shifting toward moderation and better-for-you alcoholic options. 'With tens of millions of social media videos showcasing creative ways to mix Crystal Light into cocktails, creating a delicious lower-calorie vodka refresher was a natural step for us,' said Jeremy Kross, Director of Beverage Mixes at The Kraft Heinz Company. 'We're bringing fans a ready-to-drink version in a new format – now with a light, refreshing twist – offering the same signature flavors they know and love.' The launch builds on Crystal Light's long-standing role as a cocktail mixer, now formalized into a convenient, lightly carbonated format available initially in the Northeast U.S. Developed in partnership with Barrel One Collective, the product marks Kraft Heinz's first direct move into functional alcoholic beverages. Oatly Group AB (NASDAQ: OTLY) the world's leading oat-based beverage company, delivered improved margins and narrowed losses in Q1 2025, supported by supply chain efficiencies and increased sales in key global markets. 'We remain on track to deliver our first full year of profitable growth as a public company,' said Jean-Christophe Flatin, CEO of Oatly Group AB. 'While there is plenty of work still to do, we are beginning to see early positive signs that our momentum is building, particularly in Europe and Greater China.' As the pioneer of oat-based functional beverages, Oatly continues to position its products as sustainable, health-forward alternatives to traditional dairy. Greater China led growth with a 37.6% increase in revenue, driven by club retail and new foodservice partnerships. The company reaffirmed its full-year outlook, targeting 2–4% constant currency revenue growth and its first year of positive adjusted EBITDA. Article Sources: CONTACT: Equity Insider [email protected] (604) 265-2873 DISCLAIMER: Nothing in this publication should be considered as personalized financial advice. We are not licensed under securities laws to address your particular financial situation. No communication by our employees to you should be deemed as personalized financial advice. Please consult a licensed financial advisor before making any investment decision. This is a paid advertisement and is neither an offer nor recommendation to buy or sell any security. We hold no investment licenses and are thus neither licensed nor qualified to provide investment advice. The content in this report or email is not provided to any individual with a view toward their individual circumstances. This article is being distributed by Equity Insider on behalf of Media Corp. ('BAY'). Equity Insider is a wholly-owned entity of Market IQ Media Group Inc. ('MIQ'). MIQ has not been paid a fee for the distribution of this article, but the owner of MIQ also co-owns BAY. BAY has been paid a fee for Safety Shot Inc. advertising and digital media from Creative Digital Media Group ('CDMG') (fifty five thousand dollars USD for a three month contract subject to the terms and conditions of the agreement from the company direct). There may be 3rd parties who may have shares of Safety Shot Inc., and may liquidate their shares which could have a negative effect on the price of the stock. This compensation constitutes a conflict of interest as to our ability to remain objective in our communication regarding the profiled company. Because of this conflict, individuals are strongly encouraged to not use this publication as the basis for any investment decision. The owner/operator of MIQ/BAY does not own any shares of Safety Shot Inc. but reserve the right to buy and sell, and will buy and sell shares of Safety Shot Inc. at any time without any further notice commencing immediately and ongoing. We also expect further compensation as an ongoing digital media effort to increase visibility for the company, no further notice will be given, but let this disclaimer serve as notice that all material, including this article, which is disseminated by MIQ has been approved on behalf of Safety Shot Inc. by CDMG; this is a paid advertisement, we currently own shares of Safety Shot Inc. and will buy and sell shares of the company in the open market, or through private placements, and/or other investment vehicles. While all information is believed to be reliable, it is not guaranteed by us to be accurate. Individuals should assume that all information contained in our newsletter is not trustworthy unless verified by their own independent research. Also, because events and circumstances frequently do not occur as expected, there will likely be differences between the any predictions and actual results. Always consult a licensed investment professional before making any investment decision. Be extremely careful, investing in securities carries a high degree of risk; you may likely lose some or all of the investment. Video - Logo - View original content to download multimedia: SOURCE Equity Insider
Associated Press
20-05-2025
- Business
- Associated Press
The $600B Beverage Shift: Why Function Is Outpacing Flavor
Equity Insider News Commentary Issued on behalf of Safety Shot, Inc. VANCOUVER, B.C., May 20, 2025 /PRNewswire/ -- Equity Insider News Commentary – In the U.S. and abroad, analysts report that consumer interest in 'boosted' drinks—those promising anything from gut health to stress relief—is not only rising but redefining how wellness is consumed. RBC's Nik Modi recently told an industry forum that functionality and wellness will dominate beverage growth over the next decade, driven by aging populations and rising demand for convenience. Meanwhile, according to Research and Markets the global market is forecast to swell to nearly $175 billion by 2030, with women and APAC consumers leading the charge toward cleaner labels, fortified ingredients, and plant-based formats. Amid this shift, several public companies are positioning themselves for upside—including Safety Shot, Inc. (NASDAQ: SHOT), Tilray Brands, Inc. (NASDAQ: TLRY) (TSX: TLRY), The Hain Celestial Group, Inc. (NASDAQ: HAIN), Zevia PBC (NYSE: ZVIA), and The Vita Coco Company, Inc. (NASDAQ: COCO). Beverages aren't just about quenching thirst anymore —they're becoming the delivery system of choice for health-conscious consumers. Analysts at Insightace Analytic are even more optimistic than Research and Markets, forecasting that the global functional beverage market could reach $618.8 billion by 2034, expanding at a steady 9.4% compound annual growth rate as drinks and supplements continue to converge into one of the most dynamic categories in consumer goods. Safety Shot, Inc. (NASDAQ: SHOT) is gaining early momentum in the functional beverage space, capturing interest with a patented formulation designed to support the body's natural ability to reduce blood alcohol content. The company is tapping into a fast-growing market segment where wellness meets nightlife, offering a solution built for modern consumers who want to enjoy their evening without paying the price tomorrow. At the heart of the product lineup is Sure Shot®—a first-of-its-kind beverage that has clinically shown in human trials that it works with the body's metabolism to help lower BAC and promote clearer, more energized mornings. With strong consumer appeal, growing retail visibility, and a strategic IP portfolio, Safety Shot is carving out a unique lane in the evolving better-for-you beverage category. Safety Shot's late-2023 rebrand and launch on Amazon made an immediate impact, with multiple sellouts signaling strong early traction. That momentum has continued into 2024, as more consumers look for functional options that fit into active social lifestyles. The company is finding its lane in a category that sits between energy drinks and next-day wellness support—an emerging sweet spot for performance-minded buyers. Backed by clinical research, the brand is building confidence with a product that does more than just hydrate. A peer-reviewed human study published in the Journal of Nutrition and Dietary Supplements reported that Sure Shot helped lower both blood and breath alcohol markers compared to placebo. Participants also noted feeling clearer and more alert—feedback that aligns with the product's positioning around smarter self-care and next-morning readiness. Availability has expanded rapidly, with Sure Shot now offered through Amazon, and retail names like 7-Eleven, Albertsons, Vons, and GoPuff. A newly launched stick-pack version enhances portability and consumer trial, while also improving merchandising flexibility and margin profile. On the IP front, Safety Shot recently secured an additional patent covering elements of its formulation—further strengthening its position in the wellness beverage landscape. This added layer of protection supports long-term brand value and provides a competitive moat as the category continues to evolve. To accelerate growth, the company has signed a definitive agreement to acquire Yerbaé Brands Corp., a plant-based energy drink company with an established retail footprint and over $12 million in trailing revenue. The move expands Safety Shot's reach into adjacent functional beverage markets, offering cross-category synergy and access to a broader health-conscious audience. As it scales, the company is evolving its marketing strategy —transitioning from early influencer efforts to targeted, grassroots brand-building. New retail activations and partnerships within the beverage and alcohol ecosystem are designed to drive trial, increase product visibility, and reinforce brand relevance at the point of consumption. Safety Shot has also initiated a spinout of its Caring Brands subsidiary, allocating 2 million shares to existing shareholders as part of a value-add initiative. Initially offered for a limited time, the program has been extended into the second half of 2025, giving more investors the opportunity to participate in the potential upside. With expanding distribution, clinical research, growing intellectual property, and a strategic acquisition in motion, Safety Shot is beginning to transition from early mover to category contender. Its focus remains on building a defensible brand that aligns with the modern consumer's pursuit of energy, clarity, and control. CONTINUED… Read this and more news for Safety Shot at: Tilray Brands, Inc. (NASDAQ: TLRY) (TSX: TLRY) latest expansion play targets both cannabis beverage fans and edible-curious consumers with the nationwide launch of XMG Atomic Sours. The brand is leveraging sour nostalgia to introduce a differentiated sensory experience in both drink and gummy formats. It also marks High Park Holdings' formal entry into the cannabis gummy space, broadening Tilray's platform. The release comes as functional beverage crossover products continue to gain momentum across retail channels. The Hain Celestial Group, Inc. (NASDAQ: HAIN) continues to lean into functional wellness trends through its beverage brands, which include plant-based and herbal offerings spanning global markets. Although beverage sales dipped this quarter, the company attributed the softness to non-dairy shifts in Europe and a delayed start to hot tea season. Management emphasized that innovation and portfolio discipline will drive recovery and growth. As market momentum builds around health-first consumption, Hain remains positioned to capitalize on structural tailwinds across the category. 'Going forward, we are focused on five key drivers for improving value: simplifying our business and reducing overhead spending, accelerating renovation and innovation in our brands, implementing strategic revenue growth management and pricing actions, driving operational productivity and working capital reduction, and strengthening our digital capabilities,' said Alison Lewis, Interim President and CEO of Hain Celestial. 'The opportunity ahead of us now is to unlock the full value of our business through focused and disciplined execution.' Zevia PBC (NYSE: ZVIA) reported first-quarter results that beat expectations on multiple fronts, including a record 50.1% gross margin and improved adjusted EBITDA. The company's flagship zero-sugar beverages (containing stevia) are gaining traction through new product formats and an aggressive marketing push, including a top-performing variety pack at Walmart. 'We are pleased to have delivered net sales at the high end of our guidance while meaningfully exceeding our adjusted EBITDA expectations for the first quarter,' said Amy Taylor, President and CEO of Zevia. 'Both our innovation and marketing strategies are yielding strong response.' The Vita Coco Company, Inc. (NASDAQ: COCO) is adding some summer flair to its functional beverage lineup with the launch of Piña Colada Coconut Juice with pulp. 'We wanted to capture the classic vacation feeling of a Piña Colada, but make it more accessible for everyday enjoyment, no blender or beach required,' said Jane Prior, Chief Marketing Officer of The Vita Coco Company. 'With summer just weeks away, Piña Colada Coconut Juice is the perfect addition to your favorite summer traditions.' The new flavor blends pineapple and coconut water to deliver hydration and nostalgia in a single can, tapping into the growing consumer trend toward flavorful, health-conscious alternatives. This expansion reflects the brand's continued strategy of pairing tropical indulgence with clean-label functionality. Article Sources: CONTACT: Equity Insider [email protected] (604) 265-2873 DISCLAIMER: Nothing in this publication should be considered as personalized financial advice. We are not licensed under securities laws to address your particular financial situation. No communication by our employees to you should be deemed as personalized financial advice. Please consult a licensed financial advisor before making any investment decision. This is a paid advertisement and is neither an offer nor recommendation to buy or sell any security. We hold no investment licenses and are thus neither licensed nor qualified to provide investment advice. The content in this report or email is not provided to any individual with a view toward their individual circumstances. This article is being distributed by Equity Insider on behalf of Media Corp. ('BAY'). Equity Insider is a wholly-owned entity of Market IQ Media Group Inc. ('MIQ'). MIQ has not been paid a fee for the distribution of this article, but the owner of MIQ also co-owns BAY. BAY has been paid a fee for Safety Shot Inc. advertising and digital media from Creative Digital Media Group ('CDMG') (fifty five thousand dollars USD for a three month contract subject to the terms and conditions of the agreement from the company direct). There may be 3rd parties who may have shares of Safety Shot Inc., and may liquidate their shares which could have a negative effect on the price of the stock. This compensation constitutes a conflict of interest as to our ability to remain objective in our communication regarding the profiled company. Because of this conflict, individuals are strongly encouraged to not use this publication as the basis for any investment decision. The owner/operator of MIQ/BAY does not own any shares of Safety Shot Inc. but reserve the right to buy and sell, and will buy and sell shares of Safety Shot Inc. at any time without any further notice commencing immediately and ongoing. We also expect further compensation as an ongoing digital media effort to increase visibility for the company, no further notice will be given, but let this disclaimer serve as notice that all material, including this article, which is disseminated by MIQ has been approved on behalf of Safety Shot Inc. by CDMG; this is a paid advertisement, we currently own shares of Safety Shot Inc. and will buy and sell shares of the company in the open market, or through private placements, and/or other investment vehicles. While all information is believed to be reliable, it is not guaranteed by us to be accurate. Individuals should assume that all information contained in our newsletter is not trustworthy unless verified by their own independent research. Also, because events and circumstances frequently do not occur as expected, there will likely be differences between the any predictions and actual results. Always consult a licensed investment professional before making any investment decision. Be extremely careful, investing in securities carries a high degree of risk; you may likely lose some or all of the investment. View original content to download multimedia: SOURCE Equity Insider
Globe and Mail
09-05-2025
- Business
- Globe and Mail
The Beverage Boom No One's Talking About—But Retail Investors Are Noticing
Issued on behalf of Safety Shot, Inc. VANCOUVER – News Commentary – In 2025, one of the most powerful trends shaping the food and beverage sector is the rise of functional and wellness-focused products. The global ready-to-drink (RTD) market is projected to reach $1.227 trillion by 2032, growing at a 6.2% CAGR, according to Fortune Business Insights. Analysts at forecast even faster growth in the Functional Beverages segment, with a 7.3% CAGR. As consumer habits shift toward performance-driven nutrition and health-enhancing ingredients, investor interest is rising around companies like Safety Shot, Inc. (NASDAQ: SHOT), Keurig Dr Pepper Inc. (NASDAQ: KDP), Nomad Foods Limited (NYSE: NOMD), Unilever plc (NYSE: UL), and The Coca-Cola Company (NYSE: KO). Fueling this momentum is a generational shift, as Millennials and Gen Z increasingly prioritize gut health, cognitive support, and recovery benefits over traditional refreshment. Grand View Research projects the functional beverage market alone will grow to $353.4 billion by 2030, reinforcing the long-term potential of this evolving category. Safety Shot, Inc. (NASDAQ: SHOT) is emerging as an early standout in the functional beverage space, generating strong retail buzz thanks to a unique formulation, expanding distribution, and a growing patent portfolio. As wellness trends reshape consumer preferences, the company is carving out a distinct position with a product that sits at the intersection of innovation and recovery. At the core of its offering is Sure Shot® —the first patented beverage clinically shown in human trials to help reduce blood alcohol content (BAC) more rapidly. Beyond its primary claim, the product is also designed to support clearer energy, faster recovery, and relief from next-day sluggishness after drinking—making it a differentiated tool in the growing category of smarter, wellness-aligned recovery aids. Safety Shot's launch quickly gained traction following its rebrand and direct-to-consumer debut on Amazon in late 2023, where the product sold out multiple times. A renewed push in early 2024 sustained that momentum, reinforcing the company's belief that consumers are actively seeking smarter, wellness-oriented recovery solutions. Credibility is bolstered by clinical evidence. In a peer-reviewed human study published in the Journal of Nutrition and Dietary Supplements, Sure Shot was shown to significantly reduce both blood and breath alcohol levels versus placebo. Participants also reported clearer mental function and improved overall recovery, adding weight to the product's broader health claims. Distribution has expanded rapidly, with Sure Shot now available online through Amazon and and entering brick-and-mortar retail through chains like 7-Eleven, Albertsons, Vons, and GoPuff. The launch of a new stick-pack format enhances portability and shelf appeal, while also improving margins and encouraging trial through impulse buys. On the intellectual property front, the company recently added another patent protecting its formula and functional claims. This reinforces Safety Shot's defensibility as it scales, helping secure long-term value in a crowded and fast-moving wellness category. Safety Shot is laying the groundwork for broader category expansion with a definitive agreement to acquire Yerbaé Brands Corp., announced in Q1 2025. Yerbaé, a plant-based energy drink company with approximately $12 million in trailing revenue, brings established retail distribution and athlete endorsements—offering a potential springboard into adjacent wellness and performance markets. Looking ahead, the company plans to pivot from early influencer-heavy marketing toward more scalable, cost-efficient strategies. These include grassroots retail partnerships and collaborations within the alcohol industry, aimed at driving organic trial and long-term brand loyalty through real-world product engagement. Safety Shot has also initiated the spinout of its Caring Brands unit, allocating 2 million shares of the new entity to existing SHOT shareholders. The offer, initially time-limited, has been extended into later this year —giving eligible investors additional time to participate in the potential upside of this parallel wellness venture. With clinical validation, growing retail presence, expanding IP, and a strategic acquisition in progress, the company appears focused on long-term positioning in the functional beverage market. Rather than a short-term novelty, Safety Shot is working to establish itself as a scalable brand aligned with some of today's most durable consumer trends. Keurig Dr Pepper Inc. (NASDAQ: KDP) has transformed its energy drink strategy in just three years, building a portfolio now projected to exceed $1 billion in 2025 retail sales. The acquisition of Ghost Energy, alongside strategic stakes in C4 and Bloom, allows the company to reach multiple consumer cohorts—from fitness-driven to Gen Z lifestyle buyers. 'When you look at this portfolio we've assembled, it's a series of complementary brands that can really target distinct consumer cohorts and demand spaces,' said Tim Cofer, CEO, Keurig Dr Pepper. We are hitting the ground running with Ghost, which we will activate in a big way as we transition distribution over the coming months.' With additional investment in direct distribution and innovation, KDP is aiming to claim a double-digit share of one of the industry's fastest-growing categories. Nomad Foods Limited (NYSE: NOMD) is deepening its role in the clean food movement through an expanded partnership with cell-cultivated seafood leader BlueNalu. The collaboration aims to introduce BlueNalu's cultivated bluefin tuna toro to the UK market, starting with premium foodservice placements and limited-time offerings. 'We are proud to work with trusted partners and forward-thinking regulatory agencies to deliver safe, consistent, and desirable seafood to consumers in the coming years,' said Lou Cooperhouse, founder, president, and CEO of BlueNalu. 'Our acceptance into the UK regulatory sandbox reinforces BlueNalu's position as a global company at the forefront of food system innovation.' With growing consumer interest in mercury-free, nutrient-rich alternatives, this move reinforces NOMD's position at the forefront of sustainable food innovation. Unilever plc (NYSE: UL) is capitalizing on the rise of functional hydration with its Liquid I.V. brand, which posted strong double-digit sales growth in Q1 2025. Positioned at the core of Unilever's Wellbeing portfolio—now accounting for 22% of total turnover— Liquid I.V. continues to gain traction across digital channels, boosted by new formats like its sugar-free variant. To deepen brand engagement, Liquid I.V. has once again teamed up with experiential agency TRO for a dynamic sampling campaign at major cultural events throughout the summer. 'Partnering with TRO for our 2025 sampling campaign was an easy decision,' said Jessica Hume, marketing manager, Unilever. 'They understand our brand inside and out, which made last year's UK launch hugely impactful. We can't wait to go even bigger and better this year and help hydrate the nation once again!' Earlier this year, The Coca-Cola Company (NYSE: KO) has entered the growing prebiotic beverage market with Simply Pop —a new sparkling drink line launched under its trusted Simply brand. Each flavor contains 6g of prebiotic fiber, no added sugar, and up to 30% real fruit juice, now rolling out in select U.S. retailers. By leveraging an established name to introduce a functional product, Coca-Cola is targeting younger consumers exploring gut-health options but wary of unfamiliar startup brands. "[Gen Z doesn't] remember a world where Simply doesn't exist,' said Terika Fasakin, brand senior director for North America. 'It's the juice they've seen in the fridge throughout their lives, so it has a particular tug on their heartstrings." The move positions Coca-Cola directly against rising players in the space, without requiring an outside acquisition. CONTACT: cs@ (250) 661-3391 DISCLAIMER: Nothing in this publication should be considered as personalized financial advice. We are not licensed under securities laws to address your particular financial situation. No communication by our employees to you should be deemed as personalized financial advice. 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